earticle

영어

The change in the legislation on outdoor advertising is predicted to bring huge changes to the outdoor advertising market in terms of the legal acceptance of digital advertisements and the implementation of “Free marked zones.” The importance of the function and role of outdoor advertising as one of the main media of BTL is gradually increasing. As the advent of various advertisements taking in the features of OOH Media is predicted due to this reform, we should assert that the outdoor advertising market has come to a more important time than ever before. Most advertising operators who currently carry on outdoor advertising ventures see this environmental change caused by the legislative change as a big one in the advertising business, but railroad advertising is not showing much change in the already established business methods and policies. This could become a problem in the terms of its adaptability to an environmental change, and could cause already established railroad advertising media to be obsolete and unattractive. Therefore, this study was conducted to analyze environmental factors of railroad advertising related to the changes of outdoor advertising, and shed light on the future path of railroad advertising policy by researching on how railroad advertising is viewed by its stakeholders. The following study has brought out its results based on depth interviews with advertising managers in Korail Retail and Korail. The results are as follows. First, most respondents assessed the market environment of railroad advertising negatively. Second, various responses existed on the effects of railroad advertising. Third, the necessity to conduct advertising more smoothly by improving the design deliberative system has come up. Fourth, most of the respondents to the interview agreed it was necessary to implement new media of railroad advertising. Fifth, most responses on general issues with railroad advertising policies and points to improve from Korail Retail and Korail associates pointed out the inefficiency of the advertising business dichotomy. Railroad advertising is not prepared enough to effectively respond to the changes in the outdoor advertising market. It seems that we need to look back whether advertisements using transportation didn’t have stricter and firmer parameters and policies than general outdoor advertisements under the pretext of public enterprises although under the law, they should be under the supervision of the related service maintenance center. In order to enhance the efficiency of the advertising industry, we have to reform policies and maintenance systems based on the results of this research. Improving the capabilities of organizations for a smoother execution of advertising businesses is also necessary for the development of railroad advertising.

한국어

본 연구에서는 옥외광고 시장환경 변화에 맞추어 철도광고의 환경적인 요인들을 분석하고 철도광고와 관련한 이해관계자들이 철도광고에 대하여 어떻게 인식하고 있는지 알아봄으로써 향후 철도광고정책의 방향성을 조명하고자 하였다. 본 연구는 광고사업자, 코레일유통, 철도공사 광고 담당자를 대상으로 심층 인터뷰를 통하여 설정한 연구문제에 대한 결과를 도출하였다. 연구 결과는 다음과 같다. 첫째, 대다수의 응답자들이 철도광고의 시장환경을 부정적으로 평가하였다. 둘째, 철도광고의 효과에 대해서는 다양한 반응을 보이는 것으로 나타났다. 셋째, 철도광고의 디자인 심의제도를 개선하여 광고가 보다 원활하게 집행 되어야 할 필요성이 있는 것으로 나타났다. 넷째, 철도광고의 신매체 도입 필요성은 인터뷰에 참여한 대부분의 응답자들이 공감하는 것으로 나타났다. 다섯째, 철도광고제도에 대한 전반적인 사항 및 개선사항에 대한 응답에서는 광고사업을 운영하는 코레일유통과 철도공사 관련자들이 대부분 광고사업 이원화에 대한 비효율성을 지적하였다. 철도광고는 아직 옥외광고시장에 불어온 변화의 움직임에 대비할 만큼의 준비가 되어 있지 않은 상황이다. 법적으로 교통시설을 이용한 광고물의 관리는 시설관리청의 위임사항이지만 관리주체인 공기업의 틀 안에서 오히려 일반 옥외광고물 보다 더 엄밀한 기준과 경직된 관리제도를 적용하고 있는 것은 아닌지 검토해야 할 것으로 판단된다. 광고사업의 효율성을 제고하기 위하여 본 연구에서 도출된 결과들을 적용하여 제도를 개선하고 관리체계를 재조정하는 한편 광고사업의 원활한 수행을 위하여 조직 내부의 역량을 강화하는 것도 향후 철도광고의 발전을 위해 고려해야 할 사항이다.