I have performed the focused group interviews and in-depth interviews with the advertisers and executives of ad agencies higher than chief of teams to study the measures to improve the competitive advertisement presentations between advertisers and ad agencies. The study demonstrated the results that the market is suffering from the illegal transactions and unfair competitions such as excessive competition, kickbacks and ideal piracy as the fair assessment rules and common competitive presentation processes are not established. I also found out that the more well-organized compensation system such as rejection fee should be introduced promptly. The measure to establish fair competition rules through the joint commission of advertisers, ad agencies, producing firms and related associations is suggested. The search consultancy which coordinates the competitive presentation in many countries with advanced ad industries shall be another solution for the problems.