A study on the Korean Advertising Agencies' Pitching System
- Focus on the Professinals who are working for Advertising Agencies in Korea

Kim Heung Ki Department of Mass Communications, Graduate School of Information Industry, Dongguk University

The purpose of this research is to analyze the problems of Korean advertising agency's pitching system and to present how to resolve the problems.

This research employed the people who are working for advertising agencies in Korea.

The basic hypothesis of this research is that the agency pitching system can be improved by the systematic approach on the problems. The problems include how we develope the scientific pitching system, how we maintain the fair relationship between clients and agencies, and how we organize the professional pitching teams in advertising agencies.

This research suggests four conclusions by analyzing the pitching participants' attitude.

First, scientific pitching model should be developed for fair pitching.

Second, systematic education and training programs should be developed for pitching participants.

Third, for improvement of pitching environment, it is indispensible to provide the pitching participants with better working condition and more incentive.

Fourth, the pitching theory and practice should be systematically combined.

For solving these problems, all relative organizations such as advertising agencies, clients and college professors should make an effort to cooperate each other.