Facing radical change including the introduction of new media and recent economic slump in advertising environment, everyone in advertising agrees to the necessity of improving advertising system. Among those necessities, the monopolistic advertising ...
Facing radical change including the introduction of new media and recent economic slump in advertising environment, everyone in advertising agrees to the necessity of improving advertising system. Among those necessities, the monopolistic advertising system is the main topic in the advertising industry. Government advertising system is the one practiced exclusively without the reasonable base. In this study, solutions for this monopolistic system will be discussed based on the rationality and necessity. In the view of rationality, monopoly excluding competition should be improved. Also, in the view of necessity, stall advertising industry need this government advertising share. More concrete solutions would be limiting government advertising range and changing the current system in stages with enough time.