인하우스 광고 대행사－한국 광고 대행사의 비지니스 방식인가? : 한국 인하우스 광고 대행사에 대한 탐험적 연구

In-House Advertising Agency－Korean Way of Doing Business? : An Exploratory Study of Korean In-House Ad Agency

This study investigates Korean advertising practitioners’ perspectives on the Korean advertising industry, specifically on the in-house advertising structure, its positive and/or negative effects, and the relationship between an advertising agency and its clients. Participating in this study are a total of 136 Korean advertising practitioners from five in-house agencies and four independent agencies. The study results suggest that in-house agencies threaten the growth and even the survival of medium-sized independent agencies. The study concludes that to rectify this situation, the advertising industry should implement its self-regulatory policy. The study also finds that the relationships between advertising agencies and clients are generally worse within in-house agencies. To foster and to build a sound relationship, partnership between the agency and the clients should be built on mutual respect of their tasks. More managerial implications of the study are provided in discussion.