광고비가 민간최종소비지출에 미치는 영향에 관한 연구

소개글

광고비가 민간최종소비지출에 미치는 영향에 관한 연구

목차

제1장 서론········································································································2-2
1.연구의 배경과 연구목적······················································································2
2.연구의 방법과 연구의 구성··················································································2


제2장 이론적 배경·······························································································2-3
1.광고와 경제····································································································2-3
2.광고와 소비 관계에 관한 선행연구········································································3


제3장 광고비와 민간최종소비지출의 실증분석··························································4-7 1.자료수집·············································································································4
2.단위 근 검정·······································································································4
3.Granger인과관계 검정··························································································4
4.변수의 정의·········································································································5
5.변수의 데이터 값·································································································5
6.기술통계량··········································································································6
7.회귀분석··········································································································6-7


제4장 요약 및 한계점·······························································································8
1. 요약 및 결론···································································································8
2. 연구의 한계점 및 연구방향···············································································8


참고문헌··················································································································9

본문내용

1.연구의 배경과 연구목적
경제학자들은 광고가 소비를 증가시킨다고 오래 전부터 주장해왔다. 그러나 소비의 증가가 광고로 인하여 발생하였는지 또는 광고가 소비증가에 어느 정도의 영향을 미치는지에 대한 확고한 입증 자료는 거의 없다. 소비 혹은 소비성향에 미치는 광고의 영향을 측정하기 위한 조사는 사회-인구 통계 변인, 그리고 환경 변인 효과와의 관계를 분리시킬 수 없기 때문에 많은 문제를 안고 있다. 그러나 닐 보던(NeilBorden)은 1942년 연구에서 광고와 소비가 정적인 상관관계를 이룬다고 주장하였고, 이후 경제학자들은 닐 보던(NeilBorden)의 주장을 입증하기 위하여 많은 연구를 해오고 있다. 이러한 연구들은 국가경제 전체 수준에서 광고가 총수요에 미치는 영향을 분석하는 광고의 거시경제적 효과라고 할 수 있다. 그래서 이 연구에서는 광고비와 민간최종소비지출간의 인과관계를 통하여 광고비가 갖는 거시경제적 효과에 대해 알아보고자 한다. 만일 광고비와 민간최종소비지출 사이에 안정적인 인과관계가 존재한다면 광고비 지출을 조절하여 경제를 안정화 시킬 수도 있다는 추론을 할 수도 있을 것이다. 또한 특정 산업에 대한 광고비 지출이 증가하면 해당산업의 수요가 증대되고 궁극적으로는 경제전체의 소비가 증대될 것이라는 추론도 가능할 것이다.

2.연구방법과 연구의 구성
연구의 방법은 Granger 인과관계와 회귀분석을 이용한다. 먼저, 광고비와 민간최종소비지출의 경우 어느 변수가 원인변수가 되고 결과변수가 되는지 뚜렷하지 않으므로 Granger인과관계를 통해 검증한다. 그리고 그 결과 얻어진 원인변수와 결과변수를 통해 회귀분석을 함으로써 광고비와 민간최종소비지출의 인과관계를 명확히 설명할 것이다. 연구는 총5장으로 구성된다. 제1장은 광고의 경제적 위치와 연구의 목적 및 배경 구성방식을 설명한다.

참고 자료

KOBAKO. 방송광고연구총서23. 한국광고산업의 현재와 미래.
문성준. 국내 광고산업 희망가: 한국 광고산업의 장점. 광고계동향 2006년 12월호 190호.
한국은행. 경제통계시스템. 민간최종소비지출자료
제일기획. 광고연감.
오완근 외. 광고효과와 매체계획. 커뮤니케이션북스
마크 알비온. 광고와 경제 나남신서 414
광고정보센터. 신문광고저널 2009년 7-8월 39호
광고정보센터. 광고계동향 11월호
최금희. 기업광고비 지출과 매출의 상관관계에 관한 연구 -2000~2002년 매출 1000위기 업을 중심으로. 연세대학교 석사학위 논문. 2003.
윤진일. 광고비와 소비지출의 상관관계에
관한 연구. 조선대학교 석사학위 논문. 2008
한은경·이상돈. 기업매출액과 광고비의 상관관계에 관한 연구. 한국광고학보.1999.
권오박·고재모. 기업의 매출액과 광고비의 관계에 관한 분석. 한국광고홍보학회(편), 2007.
박세훈. 광고비 변동에 따른 판매 반응에 관한 연구. 경영학연구.1994
박병권 외. Excel을 활용한 통계학. 원.