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HOME > BOOK SHOP > ECONOMICS, SOCIETY, GENERAL |
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Advertising in Korea |
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Price per Unit (piece): |
KRW 38,000
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USD 26.23 |
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Author: Shin Kie Hyuk, Shin In Sup |
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Publisher: Communication Books |
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Pub. Date: Nov. 2013 |
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Pages: 168 |
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Cover: Softcover |
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Dimensions (in inches): 7.36 x 9.25 x 0.43 |
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ISBN: 9791130400273 |
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Language: English |
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This book is an introduction to Korean advertising, one of the top 15 advertising markets in the world. A brief review on the development and current status of public relations is also included. In addition, it is an introduction to other basic facts about Korea: its land, people, climate, administrative divisions, media in general, a brief Korean history and Korean society as they relate to marketers and agencies. While Korea has been one of the largest advertising markets in the world since the mid-1990s, there are hardly any publications in English which cover the development and current status of Korean advertising and public relations.
Contents
FOREWORD Acknowledgements Romanization of Korean
CHAPTER 1 A BRIEF LOOK AT MODERN KOREAN HISTORY From Hermit Kingdom to Japanese Colony Independence in 1945 The Miracle on the Han River Two Generals in a Row, Then to a Civilian Government The Land, Climate, Population, Administrative Divisions, Religion Korean Society - What It Means to Marketers and Agencies Korean Names Baptism on a Boat Under the Full Moon
CHAPTER 2 THE DEVELOPMENT OF KOREAN ADVERTISING, 1886 - 2012 1886 - 1910: Introduction of Newspaper Advertisements 1910 - 1920: Japanese Colonization - First Decade 1920 - 1945: Militaristic Rule Switched to a Cultural Policy and Near- Extinction of Advertising 1940 - 1945: Near Extinction of Advertising 1945 - 1968: Liberation, Korean War and Reconstruction, Radio and Television Commercials on Air 1968 - 1980: Agency Services Start 1980 - 1988: Color Television Launch 1988 - 1998: Seoul Olympics and Liberalization
CHAPTER 3 CURRENT STATUS, 1998 - Overview Media Advertising Top Ten Advertisers Advertising Agencies Public Relations Market Research
CHAPTER 4 ADVERTISING LAWS AND REGULATIONS A Brief Look at the Past Legal Process Current Situation
CHAPTER 5 ADVERTISING EDUCATION Brief History and Current Status Graduate School
CHAPTER 6 ADVERTISING ORGANIZATIONS AND PUBLICATIONS
CHAPTER 7 ADVERTISING AWARDS AND CONTESTS
CHAPTER 8 USEFUL SOURCES OF SELECTED DATA
CHAPTER 9 IS THERE ANYTHING SPECIAL ABOUT KOREAN ADVERTISING -
CHAPTER 10 SELECTED SOURCES OF INFORMATION CITED IN KOREAN, ENGLISH, AND CHINESE
Index |
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