국내 광고시장이 지속적으로 성장함에 따라 광고 인력의 효율적인 운용이 그 어느 때보다 중요함에도 불구하고 광고 인력을 제대로 평가하는 표준화된 평가도구의 개발은 미진한 실정이다. 본 연구는 광고대행사의 꽃이라 불리는 광고기획직을 중심으로 광고대행사에서 요구되는 광고기획자의 직무역량을 측정하는 척도를 개발하기 위한 탐색 단계로서 광고기획자의 역량 요인은 무엇인지를 확인하고자 하였다. 이를 위해 먼저 국내의 7개 광고대행사에 근무하는 12명의 국장급 이상의 광고기획자를 대상으로 행동사건 면접(BEI)에 토대한 심층면접을 실시하여 광고기획 직무역량 문항을 탐색하였다. 다음 단계로 광고기획 직무 역량의 확인과 구성 타당도 분석을 위해 국내 광고대행사에 근무하는 200명의 광고기획자를 대상으로 사전 심층면접에서 얻은 92개의 직무관련 문항에 대해 탐색적 요인분석을 실시하였다. 그 결과 최종적으로 30개의 문항을 추출하였고 추출된 30개의 문항에 대해 중요도 평정을 실시하였다. 요인분석 결과 8개의 광고기획자의 직무역량 요인을 확인할 수 있었다. 역량 요인은, 직업근성 및 직무태도, 광고주와의 인간관계 관리, 지적 탐구심, 선제적 문제해결력, 개방적 사고력, 자기 주도적 업무추진력, 직원/동료와의 소통 및 활용능력, 그리고 설득력이다. 확인적 요인분석 결과에서는 역량 요인들의 측정 항목들이 서로 변별되며 아울러 각 구성개념을 측정하기 위해 구성된 요인구조도 타당한 것으로 나타났다. 결과를 토대로 시사점에 대해 기술하였으며 향후 연구에 대해 제언하였다.
This study is aimed at identifying what competences are required for account executives. This study was performed as an exploratory step of developing the job competency scales for account executives. In order to extract preliminary items, in-depth interviews were conducted for 12 directors of account executives from seven advertising agencies. Based on 92 items extracted from in-depth interviews, 200 account executives were surveyed. Exploratory factor analysis was performed and finally 30 items were identified. The results of factor analysis for the final 30 items revealed that an eight factor solution appeared to be the most desirable in terms of interpreting the construct. Extracted eight factors were 'will and attitudes toward job', 'management of human relationship with client', 'inquiring mind', 'proactive problem solving', 'open-minded thinking', 'self-initiated', 'communication & cooperation with peers', and 'persuasive communication ability'. Confirmatory factor analysis showed that items of each competency factor were successfully discriminated. And factor structure in estimating the construct was validated. Implications, limitations and directions for further research were discussed.
This study is aimed at identifying what competences are required for account executives. This study was performed as an exploratory step of developing the job competency scales for account executives. In order to extract preliminary items, in-depth interviews were conducted for 12 directors of account executives from seven advertising agencies. Based on 92 items extracted from in-depth interviews, 200 account executives were surveyed. Exploratory factor analysis was performed and finally 30 items were identified. The results of factor analysis for the final 30 items revealed that an eight factor solution appeared to be the most desirable in terms of interpreting the construct. Extracted eight factors were 'will and attitudes toward job', 'management of human relationship with client', 'inquiring mind', 'proactive problem solving', 'open-minded thinking', 'self-initiated', 'communication & cooperation with peers', and 'persuasive communication ability'. Confirmatory factor analysis showed that items of each competency factor were successfully discriminated. And factor structure in estimating the construct was validated. Implications, limitations and directions for further research were discussed.
