교통광고에 관한 연구 : Focused on Subway Advertisements = The Study of Using State for Transportation Advertisement

다국어 초록 (Multilingual Abstract)

This research has covered outdoor advertisements being diversitied and updated with industrial development and focused on subway advertisements which are going up as representative advertisements
This research has covered general examination on transportation advertisements and present situations of transportation advertisements in Korea, also, investigated history, types, specificify and present status of transportation advertisements
Questionnaire survey was made and carried out to find out general problems and to correct them for sponsors
Transportation advertisements are widening their fields with development of various media and subway advertisement also is expected to develop, is a core in transportation advertisements with openning of the second subway
However, the study in this field is too deficient to cope with fast-changing trend, therefore, the academic study is supposed to be carried out to meet development of various medias
With this view, It goes without saying that transportations advertisements has it's own significance
I will very appreciate your general understanding of subway advertisements and grouping the direction of development through this insufficient survey also really expect that consecutive academic study will be made by the others

목차 (Table of Contents)

• Ⅰ. 서 론
• Ⅱ. 교통광고의 개념 및 특성
• 1. 교통광고의 개념
• 2. 교통광고의 특성
• Ⅲ. 교통광고의 분류
• Ⅳ. 교통광고의 장·단점 및 효과적인 이용방법
• 1. 장점
• 1) 경제성(Economy)
• 2) 지역적 선별성(Geographic Selectivity)
• 3) 최종순간의 구매자극제(Last-minute Shopping Stimulus)
• 4) 계절적 선별성(Seasonal Selectivity)
• 5) 반복노출(Repeat Exposure)
• 6) 도달율(Reach)
• 2. 단 점
• 1) 제한된 시장범위
• 2) 소형 규격
• 3) 낮은 주목율
• 4) 이용가능성
• 5) 이미지(Image)
• Ⅴ. 교통광고의 효과적인 이용방법
• Ⅵ. 결 론