광고산업의 국민경제적 산업파급효과 분석

This paper attempts to apply input-output (I-O) analysis to investigate the economic impacts of the advertising industry in the national economy for the year 2003, with specific application to Korea. A static I-O framework is employed, focusing on three topics in its application.
First,
the impacts of the production or investment in advertising industry on the production, valueadded,
and employment of other sectors are explored by using demand-driven model. Second,
the impacts of the supply shortage in advertising industry on other sectors are looked into by
using supply-driven model. Third, the impacts of the rise in advertising rate on prices of other
products are discussed by using Leontief price model. This paper pays particular attention to the
advertising industry by taking the industry as exogenous and then investigating its economic
impacts. In addition, inter-industry linkage analysis is performed to obtain information on the
forward and backward linkage effects to quantify the strength of causation among industries. It
can be summarized that the advertising industry has a high production-inducing effect, a high
supply shortage effect, a low pervasive effect of price change, a low forward linkage effect, and
a high backward linkage effect.