earticle

영어

This study is executed for inducing concrete and realistic strategy to promote advertising contents production industry in smart media. Focus group interview (FGI) for 12 advertising professionals is used as research method. The results of research are followings. First, the establishment of advertising production center for smart media is needed to support production of smart media advertising. Second, activation of training to raise up professionals of advertising contents production in smart media is suggested. Third, the policy and trend for advertising in smart media should be activated. Forth, the effective operational methods for advertising production committee in smart media are suggested. This study tries to find out appropriate strategy and method for promoting advertising production industry in smart media by results of research.

한국어

본 연구에서는 스마트미디어 광고 콘텐츠 제작산업 육성방안을 알아보기 위해 광고업계 전문가를 대상으로 초점집단면접(FGI)을 실시했다. 연구결과, 스마트미디어 광고제작센터 설립의 필요성을 제기하고, 스마트미디어 광고제작 인력양성 방안을 도출했으며, 스마트미디어 관련 정책연구 및 광고제작위원회의 효율적인 운영 방안을 제시했다. 또한, 스마트미디어 광고 콘텐츠 제작산업의 육성에 필요한 시사점을 논의했다.