Earticle

초록

영어

The purpose of this research was to investigate the difference in perception between clients(advertisers) and advertising agencies regarding the compensation systems of advertising agencies. Specifically, I have made efforts to examine the two groups’ extent of comprehension and incomprehension of this system by checking the existence of coorientation between advertisers and advertising agencies in respect of commission, fee, and incentive compensation system. As means of understanding the two groups’ difference in cognition, I have conducted a survey research on 106 advertisers and 116 advertising agencies-the two core interest groups. Moreover, by comparing the results of qualitative and quantitative research driven from in-depth interviews, I have drawn diversified conclusions. First, the coorientation of advertisers and advertising agencies towards the commission compensation system show a dissensus form. That is, the two groups’ cognition of the commission compensation system is different from each other.
Congruency wise, advertisers and advertising agencies overestimated each others’ cognition of the commission compensation system. As for accuracy, the advertisers thought that the advertising agencies will prefer the system, while the advertising agencies had a fairly accurate idea of the advertisers’ cognition. If both the advertisers and advertising agencies favor the commission compensation system, the advertisers’ must first understand the advertising agencies at a deeper level and the advertising agencies must make their standpoint stronger and more persuasive. Second, in the case of the fee compensation system, the coorientation of advertisers and advertising agencies showed a ignorance form where the two groups overestimated each others’ cognition albeit their cognition actually was similar. As stated above, though the cognition of the advertiser match that of the advertising agency, the two groups are misperceiving and overestimating each other and showing a low congruency, thus bringing about mutual misunderstanding.
Likewise for accuracy, the advertising agencies made a somewhat accurate assumption, whereas the advertisers misapprehended by overestimating the advertising agencies’ cognition of the fee compensation system. In conclusion, if the advertisers favor the fee compensation system, understanding between the two groups must take place first to decrease the level of misperception. Third, in the study of coorientation between advertisers and advertising agencies in regards of the incentive compensation system, the two groups coorientation showed a perfect consensus form. So to speak, the advertising agencies speculated the advertisers’ cognition of the incentive compensation system with accuracy, and likewise the advertisers too speculated the advertising agencies’ cognition accurately. Accordingly, both the two groups valued the incentive compensation system positively.

한국어

본 연구에서는 다양한 광고회사 보상제도에 대해 광고주와 광고회사 두 집단 간에는 어떠한 인식의 차이가 있는지를 실증적 조사를 통해 살펴보았다. 다시 말해 이러한 인식의 차이를 규명하는 데 널리 차용되는 상호지향성 모델로 두 집단 간에 다양한 광고회사 보상제도에 대한 상호 이해도(coorientation)의 정도를 살펴서 양 집단이 가장 이상적으로 생각하는 보상제도를 도출하였다. 본 연구에서 광고회사 보상제도 중 커미션 제도에 대해서는 광고주와 광고회사의 상호 인식이 ‘불일치’의 형태로 나타났다. 그 다음으로 피(fee) 보상제도에 대한 광고주와 광고회사의 상호 인식은 ‘무지’의 형태로 나타났다. 마지막으로 성과 보상제도에 대한 광고주와 광고회사의 상호지향성을 분석한 결과, 정확한 ‘일치’의 형태로 나타났다. 광고회사는 성과 보상제도에 대한 광고주의 인지를 비교적 정확하게 추측을 하고 있으며, 뿐만 아니라 광고주 역시 성과 보상제도에 대한 광고회사의 인지를 비교적 정확하게 추정하고 있는 것으로 나타났다.

목차

국문초록
 서론
 이론적 배경
  1) 광고회사 이론과 보상제도의 유형
  2) 광고회사 보상제도에 대한 논의
  3) 상호지향성 모형의 적용
 연구방법 및 결과
  1) 연구방법
  2) 연구결과
 결론 및 논의
  1) 결과의 요약
  2) 결과의 논의
  3) 한계점 및 제언
 참고문헌
 Abstract

키워드

저자

• 김진우 [ Jin-Woo Kim | 경운대학교 새마을아카데미 연구원 ]
• 서상열 [ Sang-Youl Seo | S&D 대표 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  광고PR실학연구 [Journal of Practical Research in Advertising and Public Relations]

• 간기

  계간

• pISSN

  2005-2618

• 수록기간

  2008~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 326 DDC 659