본 연구는 미국발 금융위기로부터 시작된 세계적인 경기 하강국면에서 우리나라 광고산업의 경쟁력 강화를 통해 경제 활성화 방안을 알아보고 구체적 방안을 마련하고자 하였다. 전문가를 대상으로 한 초점집단면접 결과 도출된 대안은 일자리 창출, 규제완화, 인프라 강화, 광고산업 진흥 4가지로 요약할 수 있었다. 광고산업의 경쟁력 강화는 특정 부분에 국한된 문제가 아니다. 그러나 어떤 부분이든 초점은 주로 기업으로 구성된 광고주의 경제활동에 어떻게 기여할 것인가에 집중되어야 한다. 본 연구는 경제활성화에 기여하는 광고산업의 경쟁력 강화방안과 정책수립의 자료를 제공한다는 실무적 의의를 갖는다.

The purpose of this study is to investigate the economy revitalization plan through improving competitiveness in advertising industry at the global slowdown resulted from the financial crisis in USA. Based on the FGI(Focus Group Interview) with experts, the result of this study can be summarized four plans such as: creating jobs, easing restrictions, reinforcing infrastructure, and improving advertising industry. To strengthen the competitiveness is not restricted to some certain parts. However, any part should be focused on how it contributes to advertisers, manly composed of companies. This study has practical importance that it provides the plans for competitiveness improvement and the data for policy making.

The purpose of this study is to investigate the economy revitalization plan through improving competitiveness in advertising industry at the global slowdown resulted from the financial crisis in USA. Based on the FGI(Focus Group Interview) with experts, the result of this study can be summarized four plans such as: creating jobs, easing restrictions, reinforcing infrastructure, and improving advertising industry. To strengthen the competitiveness is not restricted to some certain parts. However, any part should be focused on how it contributes to advertisers, manly composed of companies. This study has practical importance that it provides the plans for competitiveness improvement and the data for policy making.

Advertising Industry, Improving Competitiveness in Advertising Industry, Economy Revitalization, Focus Group Interview