This paper aims to examine the experiencing in structural transitions according to the Uruguay Round (UR) multilateral negotiations, suggesting strategies to improve the international competitiveness of Korea's advertisement industry.
This paper places more importance on dynamic structural changes and Korean characteristics than on the status quo of the Korean advertising industry.
The composition of this study is as follows. Section II reviews the current status and structural characteristics of Korea's advertisement industry.
Section III predicts the type of multinational companies making inroads into the Korea market by analyzing the changing environment due to liberalization. In this regard, Section IV makes some policy recommendations for Korea to take countermeasures accruing from liberalization.