“RESEARCH, PUBLICATION AND EDUCATIONAL ACTIVITIES FOR
DEVELOPMENT OF THE ADVERTISING INDUSTRY"
For the last 27 years, KOBACO has been contributing to the development of Korean advertising industry by supporting advertising experts, sponsoring various events and providing the best data and education related to advertising.
Research Projects
KOBACO provides the advertising sector with basic materials to be leveraged as useful information for the entire advertising process. KOBACO also offers key statistical information on the advertising industry and research on building databases; evaluations of people's attitudes toward advertising, data on consumer patterns and reports on program rating analyses. KOBACO also has an advertising research institute whose vision is to become the think tank in the advertising sector. The advertising research institute is actively organizing and participating in various advertising-related seminars, conducting research on the advertising industry, and formulating relevant policies.
Publication projects
In 1981, when the very foundation of the Korean advertising industry was weak, KOBACO launched ‘Advertising Information,’ a monthly advertising magazine, which plays the role of communicating news about the advertising sector and information on the latest advertising and marketing theories. In 1989, KOBACO issued ‘Advertising Research,’ the first journal on advertising, thereby promoting the creation of advertising-related research papers and laying the foundation for the development of advertising theories. In this day and age, when advertising-related information is overflowing on the Internet, ‘Advertising Information’ is maintaining its reputation as the No. 1 professional publication in the Korean advertising sector. Likewise, ‘Advertising Research’ is maintaining its reputation as the first scientific journal on advertising in Korea to be registered with the Korea Research Foundation.
Strengthening The Competitiveness of Advertising Industry
By hosting ADWEEK a festival including Advertising Picture Contest, Broadcast Advertising Music Contest, Koran PSA Award and Broadcast Advertising Award, KOBACO leads the way in strengthening the competitiveness of Korean advertising industry. Moreover, KOBACO actively engages in supporting activities for the industry and the academia by keeping Advertising Development Fund, hosting Busan International Advertising Festival, Korean Advertising Festival and so on.
The Advertising Academy, An Arena For Industry-Academic Cooperation And Cultivation of Advertising Experts
In 1987, KOBACO established the Advertising Academy, the first professional advertising education institution in Korea. It graduated a total of about 27,000 trainees through 2007. The Advertising Academy is the only advertising education institute in Korea that has received official recognition from the International Advertising Association (IAA). It has the industry's top-quality lecturers, a pleasant educational environment, cutting-edge educational facilities, and professional courses. It is focusing all its efforts on cultivating advertising professionals who meet the needs of the sector.
The Advertising Library, The Data Bank of Advertising-Related Materials
The Advertising Library was established in 1987 as the Advertising Material Center. It is a data bank for the Korean advertising sector. The library has accumulated various domestic and overseas advertising-related materials, such as books, master's and doctoral thesis papers in the field, a wide variety of research reports and statistical materials issued by relevant groups and organizations, regular publications and commercial materials. Starting in 2003, the Advertising Library digitalized all key materials in its collections to improve convenience in searching and using data. It is Korea's top digital library specializing in advertising.
Operation of The Korea Advertising Culture Center, The Mecca of The Advertising Sector
KOBACO opened the Korea Advertising Culture Center, a longtime desire in the advertising sector, in November 2006, after a five-year construction period. The Culture Center has 20 floors above ground, five floors below ground, and a total floor area of 39,054 square meters on a site spanning 3,305 square meters. The Korea Advertising Culture Center houses KOBACO's Advertising Academy, Advertising Library, and Advertising Research Institute, as well as organizations related to advertising such as the Korea Federation of Advertising Associations, Korea Advertising Society, Korea Association of Advertising Agencies, Korea Commercial Film Makers Union, Korea Advertising Review Board, and Korea Audit Bureau of Circulations. The Korea Advertising Culture Center also offers rooms for gatherings of people in the advertising circle, the Ad Plaza, and an exhibition hall where outstanding advertisements can be exhibited along with academic presentations on advertising pursued.
Complete look-around of Korea’s advertising history, THE Korea Advertising Museum
KOBACO has opened the Korea Advertising Museum in November 2008, offering a comprehensive chronicle of Korea’s 120 years of advertising history. The museum is 912.4 square meters-large, and comprises eight different exhibition halls categorized by subjects and themes. They include: origin of advertising; looking through Korea’s history of social culture through advertisements; advertisements that move the world; how an advertisement is produced; experiencing making advertisements; public advertisements; video hall for education on advertisements; and a digital archive.
The museum exhibits Korea’s first full-page advertisement featured on Hwangseong Shinmun in 1889, as well as other print and visual advertisements dating back over 100 years.
By resurrecting a real advertisement production site of a cosmetic company starring actress Moon Keun-young, the museum helps visitors better understand how a commercial is made.
The digital archive serves as a major infrastructure for the advertising industry by storing over 45,000 items related to advertising, ranging from video to print advertisements, from 1886 to present.
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The museum also offers visitors a chance to experience making a commercial by taking pictures and editing them. Visitors can also ride on a motorcycle to view the lines of outdoor billboards, offering a fun and informative day out, all the while better understanding what advertisements are from a consumer’s perspective.
The Korea Advertising Museum that will become a mecca of domestic advertising industry is located on the third floor of the Korea Advertising Culture Center in Shincheon-dong, Songpa-gu.
