본 연구는 기업과 광고대행사에서 광고 업무를 담당하는 실무자들을 대상으로 온라인광고에 대한 인식에 차이가 있는지를 알아보는데 목적을 두고 있다. 조사결과 광고주들은 온라인광고가 싸고, 제작이 쉽지만, 광고수명이 짧고, 광고 내용의 권위와 신뢰성이 떨어진다는 인식을 가지고 있었다. 광고대행사는 광고주에 비해 온라인광고에 대한 만족도가 높았으나, 광고주와 같이 온라인광고는 광고의 권위와 신뢰성이 떨어진다는 인식을 가지고 있었다. 또한 양자 모두 온라인광고는 그 효과에 비해 그리 싸지 않다고 생각하고 있었으나, 앞으로의 성장가능성에 대해서는 낙관적인 견해를 가지고 있었다. 연구의 결과를 종합해 보면, 광고대행사는 광고주들이 온라인광고에 대해 어떻게 인식하고 있는지를 살펴봄으로써 보다 효과적인 온라인광고 전략수립에 도움을 얻을 수 있을 것이며, 온라인광고가 새로운 매체로서 자리매김을 해 나가기 위해서는 우선 온라인광고의 효과에 대한 믿을 만한 연구들이 이루어져야 할 것이다. 그리고 인터넷이 가지는 정보의 권위와 신뢰성을 향상시켜야만 광고매체로서의 새로운 역할과 기능을 다할 수 있다는 것을 확인할 수 있었다.

This study has been performed to analyze the effect of the on-line advertising, and to work out the effective way of the on-line advertising and was aimed to find out the difference of recognition about on-line advertising between the clients and the agency. The results were as follows; The clients think that on-line advertising is cheaper, easier to make and shorter effectiveness than the agency do. The Agency is more satisfied with on-line advertising than the clients. They have thought that on-line advertising is not so cheap, it has low prestige and authenticity in relation to the advertising price With this results, the agency can come up with more effective on-line advertising strategy by seeing how the clients think about on-line advertising. For on-line advertising to take a root, there should be more reliable studies about on-line advertising. The reliability of information may be one of the most important factors to diffuse the on-line advertising.

This study has been performed to analyze the effect of the on-line advertising, and to work out the effective way of the on-line advertising and was aimed to find out the difference of recognition about on-line advertising between the clients and the agency. The results were as follows; The clients think that on-line advertising is cheaper, easier to make and shorter effectiveness than the agency do. The Agency is more satisfied with on-line advertising than the clients. They have thought that on-line advertising is not so cheap, it has low prestige and authenticity in relation to the advertising price With this results, the agency can come up with more effective on-line advertising strategy by seeing how the clients think about on-line advertising. For on-line advertising to take a root, there should be more reliable studies about on-line advertising. The reliability of information may be one of the most important factors to diffuse the on-line advertising.

On-line Advertising, Clients, Agency