| Abstract |
| The study purpose is to analyze creative elements and strategies of advertising campaigns of local governments and to suggest proper measures to improve public relations marketing communications effects. 250 ads in newspapers and magazines were sampled from for the content analysis with 41 analysis items in five categories including advertising appeal, creative strategy, advertising model, information content, and creative style.
As results, local government advertising are in large informational in that they try to deliver information about cultural tourism goods or investment industry attraction through direct headlines in realistic visuality. This demonstrated that advertising for local self-government are rather simple in that they tend to provide information, but do not seem to take much into accounts local characteristics in their creative development. The study results suggest that local government ads need to be much improved to differentiate from the competitors and to contribute more to what`s required in attaining the overall marketing communication goals. |
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| Key Words |
| 내용분석, 광고크리에이티브, 인쇄광고, 지자체, Content Analysis, Print Ads, Creative Strategy, Local Government Ads |
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