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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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Books Published by Seoul Selection 
