http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
Consumerism과 廣告 : 廣告戰略的 指針의 摸索을 中心으로
崔炳龍 동국대학교 대학원 1982 大學院硏究論集-東國大學校 大學院 Vol.12 No.-
Although consumerism campaign should have started from a true understanding of the reality of business and its meaning of existence, it has put too much emphasis on the buyer's side in relation to seller's. In another word, today's consumerism should be based on the recognition of mutual interest, business and consumer, givin each party an equal treatment. With this in mind, this paper attempts to formulate some strategic guidelines for advertising managers and practioners confronting consumerism movement. In doing so, some questions may have to be answered first: What is the historical background of today's consumerism? What are the pros and cons of advertising in terms of its managerial, social, and economic functions? What points of these are related to the area of advertiser's decisions? this article covers all these questions sequentially expecting possibly to lead to strategic insight for advertisers concerning today's consumerism, which is becoming one of controversial issues in contemporary free society. Thus, the purpose of this paper is not to give any strategic alternatives to advertisers, but to help them effectively and efficiently obtain the business's and consumer's goals at the sane time as far as advertising is concerned.
崔炳龍 慶北大學校 1977 論文集 Vol.23 No.-
Does there really exist any optimum capital structure? How is the cost of capital affected by leverage and then financial structure? Is the optimum leverage determind, if ever, providing any useful guide to business financiers? This paper primarily attempted to answer those questions by reviewing and analyzing the past and current assumptions on which many theoreticians' propositions are based. In so doing the stream of views, though often difficult to draw a strict line between them due to lack of basic difference, was broken down into three classes: traditional view, MM's view, and compromise of the two. Traditional view and compromise argue that there should be correlationship between leverge and cost of capital, while MM propose that leverage should not affect the firm's cost of capital whatsoever. It is my view that the optimal capital structure, whether it appears to be theoretically plausible, is not only impracticable in terms of practitioner's financial policy at least in the short run, but also frequently impossible to determine since too many variables to define and quantify are involved. As noted in the last part of this paper, therefore, the business financiers seem to be discernible enough not to take any words from the "modelists", making their financial structure in any given time inccidental to a contineous adjustment to the internal and external conditions facing the firm, which include its own financial and dividend policy, types of assets held, long-range management planning, capital market situation, and fiscal and monetary policy of the government. Accordingly the cost of capital and leverage level are largely governed by the adjustment process rather than a predetermined schedule.