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.---「FOREWORD」

In 1975, Professor Yoo Jae Chun, a noted mass-communications scholar, discovered an advertisement placed by Edward Meyer & Company (Sechang Yanghaeng in Korean), a German trading firm active in Korea in the late 19th century. It was the first modern Korean newspaper advertisement. The ad, appearing on February 22, 1886, in the Hanseong Jubo, a weekly published by the government, was entirely in Chinese characters. (Koreans used Chinese characters mixed with Hangeul, the Korean alphabet, more in those days, although use of Hangeul alone is predominant now.) It was a narrative statement of what the German company imported to and exported from Korea. The size of the weekly was 24.5 cm top to bottom and 16.5 cm wide.---「CHAPTER 2. THE DEVELOPMENT OF KOREAN ADVERTISING, 1886 ? 2012」

By the mid-1920s, advertisements for Japanese products exceeded those for Korean products, reaching around 50 percent for the two Korean dailies and increasing to 65 percent by 1935. Dependence on the revenue from Japanese advertisements became so important that the Korean newspapers established branches in Tokyo. Advertising revenue varied from 31 percent to 45 percent of the total income of the Dong-A Ilbo between 1920 and 1940. In terms of the types of advertisements, and taking 1938 for the Dong-A Ilbo as an example, pharmaceutical products represented around 50 percent followed by 13 percent for cosmetics, 6 percent for foods, another 6 percent for books and garments, 6 percent for movies, 5 percent for machinery, and the rest for miscellaneous products.---「CHAPTER 2. THE DEVELOPMENT OF KOREAN ADVERTISING, 1886 ? 2012」

The most significant change in media after 1998 is the rapid and tremendous rise of the Internet and technology-driven media. South Korea is now reported to be the one of the most connected countries in the world. The number of Internet subscribers reached 17.2 million in 2010 from 3.9 million in 2000 or an increase of 445 percent during the first decade of the 21st century. During the same period, the number of mobile telephone subscribers increased from 27 million to 51 million in a country with a population of 50 million in 2011. ---「CHAPTER 3. CURRENT STATUS, 1998 -」

There are 20 advertising awards listed in the Advertising Yearbook 2011 of which 18 are sponsored by daily newspapers. Two of those, The Choil (Chosun Ilbo) and Joong-Ang (Joong-ang Ilbo) Awards were launched in 1964 and 1965 respectively and the rest followed later. Of the two advertising agency-sponsored awards, the oldest one is by the Cheil Worldwide, the largest agency in Korea. The Korea Broadcasting Advertising Corporation sponsors the public-service advertising awards launched in 1981. Korea Advertisers Association hosts an annual advertising award and picks the best consumers selected.

Nearly a decade ago, this was the only comprehensive English language treatment of the origins, growth and current status of advertising in Korea. It remains so and takes on added interest in light of the digital information revolution that has transformed Korea's media landscape. The insights of the senior author, Shin In Sup form a first-person history and cultural context that should be required reading for all who do business in this large, lively and unique advertising market.
James F. Larson, Ph.D. (Visiting Professor, Korea Advanced Institute of Science & Technology (KAIST))

This up-to-date publication on Korea's marketing communications industry tells the full story cadidly, with facts and figures, including historical background.
Soon Dong Lee (Chairman, Korea Federation of Advertising Associations)

In addition to advertising and public relations, this book gives you an insight into Korean culture and media. The two practitioner-turned-academics tell a concise historical background of the Korean media, advertising, and agencies as well to help readers better understand current status of the advertising and public relations industry. Advertising in Korea is the only such publication in English.
Dai Ki Lim (President, Cheil Worldwide.)

Despite its ad expenditure ranking in the world, recognition of South Korea's advertising in general lags far behind in global stage. Why? Language barrier, This book is the only genuine efforts to fill the gap. The two practitioner-turned-academics provide an excellent guide to the thriving Korean marketing, advertising and public relations. Advertising in Korea is a "must read" for anyone who has an interest in marketing communications business in Korea.
Jay Paik (President, Diamond Ogilvy & Mather)