한국방송광고공사의 공익사업 평가에 관한 질적 연구:공공서비스 중요도-성과 분석모형의 적용

초록

This study is to provide insights regarding the improvement of evaluation of the public interest service of broadcasting advertising which has been performed mainly by KOBACO(Korea Broadcasting Advertising Corporation). Many studies to date have focused on the effects of public interest according to performance, such as satisfaction index. However, little is known about latent evaluating factors such as 'importance' which may influence the priority of public service development. For this purpose, three main services domain such as public service advertising, education, publication business conducted by KOBACO are selected and qualitative evaluation data are collected and categorized in terms of importance-performance analysis(IPA) index through in-depth interviews of professionals. Results are as follows: Firstly, for public service advertising, importance-related evaluation items are found such essential and symbolic service itmes as the status of advertising and the stimulation of advertising industry and economy, besides social values which has been generally mention so far. Secondly, for education service, importance-related evaluation items are found such as advancing advertising industry, nurturing latent advertising professionals, and building the infrastructure of advertising. Thirdly, for education service, importance-related evaluation items are found such as developing advertising industry both scientifically and comprehensively, and interchange of overseas information. These items found are supposed position in the map of Importance-Performance Analysis Finally, it is suggested the importance related items founded in this study should be developed and applied for the righteous and effective evaluation of pubic interest service of broadcasting advertising. Practical as well as theoretical implications were discussed in this respect.

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