A study on the International Advertising Activities of the Korean Firms

Kim Chang Kyu(The Graduate School of Foreign Trade Sung Kyun Kwan Univ.)

At Present, Korean enterprises become expand their economic area internationally and enlarge the size and range of their international advertising activities.

And then international advertising activities are more complicated in the decision making, but Korean enterprises don't have their international advertising strategic guideline.

As a result, Korean international advertising is very inefficient and it's control and coordination is very difficult.

But we must trying to find the way to modify and adapt international advertising strategy efficiently.

And so, this study attempts to analyze and compare Korean & American, Japan enterprise's international advertising strategies for actual fighting.

Of course, this thesis contains two basic strategies: standardization strategy and adaption strategy but pattern standardization.

By the way, the reason that eliminate pattern standardization in chapter II is after this.

i.e, although the current trend is toward "pattern standardization", it depends on the enterprise situation.

In an advertising strategy, especially, the first, we should know the special quality of a product through a product classfication.

The second, we should consider the useful advertising objectives of the enterprise. i.e, i) information delivery ii) persuasion iii) recollection‥‥‥ etc.

The third, we should select the right advertising media with a limited estimated cost.

The fourth, we should be coincident advertising appeal positioning with target audience.

Four articles in above process to get reach advertising utility are very important. It's for the establishment of product position in the consumer mind.

Most international advertising errors occur because of failure to fully understand the foreign socio-economic, cultural and legal environment and it's organization.

To modify and adapt international advertising strategy efficiently, we must consider environment and organization in each local market.

This study is composed of six chapters:

Chapter I is an introduction which contains an objective and scope of the study.

Chapter II is to give some consideration on general concept of international advertising, and therefore in this chapter the definition, function, classfication and international advertising strategy have been described.

Chapter III is the present condition analysis by Korean international advertising strategy: 1) the development process of Korean international advertising 2) international advertising strategies for domestic enterprises and analysis by an outlay for overseas advertising 3) a situation analysis by domestic advertising.

Chapter IV is the present condition analysis by U.S.A. & Japan international advertising strategies: in addition to describe the control situation of international advertising.

Chapter V is to present findings and recommendations in above study.

Chapter VI presents concluding remarks.

This study suggest the following implications.

1. Inducement of government's assistance.

2. Fostering recognition on international advertising.

3. Raise of international advertising estimated cost.

4. Normality of a role in advertising agency.

5. Fostering and security for advertising experts and reinforcement of international advertising organization.

6. Efficiency in a strategy of medium.

7. Concentrative discrimination of advertising region.