A Study on the Risk Taking Perception of Advertising Agency's Practitioner

This study analyzes the risk taking perception of advertising agencies in Korea. Agencies want to take strategies by which they can make more creative in their advertisements and raise performance although they should take some risks. But sometimes they avoid taking risks because those can become serious when they fail to make advertisements with good result. Thus, this study analyzes the differences in the level of risk taking perception in order to find out when practitioners are willing to accept the risk, centering on the factors such as job satisfaction, relationship-orientation, career, frequency of contact with clients, and agencies' sales. The higher the level of risk taking perception of agencies' practitioners, the higher the frequency of contact with clients and the larger the sales size of advertising agency. Therefore, this study proposes to manage strategic ways for risk taking perception of practitioners strategically through an examination of these environmental factors.