Contents
Creation and change in dependency between daily newspapers and conglomerate advertisers : from the perspective of resource dependence theory / Pae Jung-kun 1
[요약] 1
1. Problem Statement 1
2. Literature Review 3
1) Advertisement and Newspaper 3
2) Resource Dependence Theory 4
2) Resource Dependence between Newspapers and Advertisers 7
3) Strategic Choice of Newspapers and large Corporate Advertisers 9
3. Research Method 11
1) Analysis Summary 11
2) Major Concepts and Analysis Methods 12
4. Research Result 13
1) Changes in Advertising Resource Environment of Daily Newspapers 13
2) Changes in Dependence between Newspapers and Advertisers of Conglomerates 18
5. Conclusions and Implications 24
REFERENCE 25