China TV Advertising Industry
Author | : China Knowledge Press |
Publisher | : China Knowledge Press |
Total Pages | : 6 |
Release | : 2008-12 |
ISBN-10 | : 9789814163149 |
ISBN-13 | : 9814163147 |
Rating | : 4/5 (49 Downloads) |
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Author | : China Knowledge Press |
Publisher | : China Knowledge Press |
Total Pages | : 6 |
Release | : 2008-12 |
ISBN-10 | : 9789814163149 |
ISBN-13 | : 9814163147 |
Rating | : 4/5 (49 Downloads) |
Author | : Frank Bittner |
Publisher | : BoD – Books on Demand |
Total Pages | : 110 |
Release | : 2007 |
ISBN-10 | : 9783937686882 |
ISBN-13 | : 3937686886 |
Rating | : 4/5 (82 Downloads) |
Since the introduction of economic reforms and an open door policy in 1978, China has been proclaimed as "the emerging powerhouse of the twenty-first century". The Chinese market's attractiveness to international marketers has also received significant boost as a result of the country's admission into the World Trade Organization (WTO). Accordingly, advertisers look at China and perceive tremendous opportunity in 1.3 billion Chinese consumers which represents one-fifth of the world population in what is called the world's largest market. Being viewed as a new frontier for consumer good investment does not mean that advertising in China is simple. On the contrary, many Western business firms which have invested their capital into Chinese businesses have suffered setbacks or even failure. Thus, it is important to understand that despite the dramatic impact of economic reform and the drive for modernization over the past two decades, the Chinese market has many special characteristics that make it a challenging place in which to do business including making advertising in this market . This book examines the key barriers/constraints that foreign firms should be mindful of in order to develop a viable advertising strategy in a changing China in which abundant opportunities await those that can fulfill it.
Author | : Kara K. W. Chan |
Publisher | : Chinese University Press |
Total Pages | : 222 |
Release | : 2004 |
ISBN-10 | : 9629961792 |
ISBN-13 | : 9789629961794 |
Rating | : 4/5 (92 Downloads) |
China has the largest child population in the world. This book provides answers to various questions and draws conclusions about Chinese children as a market and its implications for advertisers and marketers, parents, policy makers and social groups.
Author | : China Knowledge Press Pte Ltd |
Publisher | : China Knowledge Press |
Total Pages | : 4 |
Release | : 2004 |
ISBN-10 | : 9789814163118 |
ISBN-13 | : 9814163112 |
Rating | : 4/5 (18 Downloads) |
China is one of the fastest growing markets in the world, and one of the largest advertising markets in Asia. Currently, outdoor advertising has become the third largest medium after TV and print media, and will play a more important role in the future.
Author | : Hong Cheng |
Publisher | : Copenhagen Business School Press DK |
Total Pages | : 324 |
Release | : 2009 |
ISBN-10 | : 8763002272 |
ISBN-13 | : 9788763002271 |
Rating | : 4/5 (72 Downloads) |
This book examines the social, psychological, legal, and ethical impact - perceived or proven - that may result from advertising in the booming Chinese market. The book provides readers with an understanding of the two-way relationship between advertising and Chinese society. Major issues addressed include rising consumerism, consumers' attitudes towards advertising and reactions to advertising appeals, cultural messages conveyed in advertisements, gender representations, sex appeal, offensive advertising, advertising law and regulation, advertising to children and adolescents, symbolic meanings of advertisements, public service advertising, and new media advertising and its social impact. Advertising and Chinese Society resorts to a variety of research techniques including content analysis, survey, experiment, semiotic analysis, and secondary data analysis. The book will enhance the sensitivity of scholars and practitioners interested in Chinese advertising and its social ramifications.
Author | : Michael Keane |
Publisher | : Bloomsbury Publishing |
Total Pages | : 196 |
Release | : 2015-07-07 |
ISBN-10 | : 9781844576869 |
ISBN-13 | : 1844576868 |
Rating | : 4/5 (69 Downloads) |
Television is a massive industry in China, yet fewer people are watching television screens. This ground-breaking study explores how television content is changing, how the Chinese government is responding to the challenges presented by digital media, and how businesses are brokering alliances in both traditional and new media sectors.
Author | : China Knowledge Press Pte Ltd |
Publisher | : |
Total Pages | : 388 |
Release | : 2005 |
ISBN-10 | : UCSD:31822035161678 |
ISBN-13 | : |
Rating | : 4/5 (78 Downloads) |
Branding in China is thoroughly researched and written for all who are interested in marketing products and services to the world's fastest growing market of 1.3 billion people. This groundbreaking book is a complete guide on developing and managing strategies for increasing brand value in China. It is an indispensable guide for companies looking for market opportunities to boost their annual turnovers to match, and even surpass, those of Fortune 500 companies. China presents an opportunity not to be missed in the 21st century, which as some have asserted, is the 'last goldmine' in this century. Offering readers invaluable guidance, insights and market information, this book is set to become an important reference tool for businessmen, entrepreneurs and executives in the advertising and marketing industries.
Author | : Jing Wang |
Publisher | : Harvard University Press |
Total Pages | : 428 |
Release | : 2010-04-10 |
ISBN-10 | : 9780674268234 |
ISBN-13 | : 0674268237 |
Rating | : 4/5 (34 Downloads) |
One part riveting account of fieldwork and one part rigorous academic study, Brand New China offers a unique perspective on the advertising and marketing culture of China. Jing Wang’s experiences in the disparate worlds of Beijing advertising agencies and the U.S. academy allow her to share a unique perspective on China during its accelerated reintegration into the global market system. Brand New China offers a detailed, penetrating, and up-to-date portrayal of branding and advertising in contemporary China. Wang takes us inside an advertising agency to show the influence of American branding theories and models. She also examines the impact of new media practices on Chinese advertising, deliberates on the convergence of grassroots creative culture and viral marketing strategies, samples successful advertising campaigns, provides practical insights about Chinese consumer segments, and offers methodological reflections on pop culture and advertising research. This book unveils a “brand new” China that is under the sway of the ideology of global partnership while struggling not to become a mirror image of the United States. Wang takes on the task of showing where Western thinking works in China, where it does not, and, perhaps most important, where it creates opportunities for cross-fertilization. Thanks to its combination of engaging vignettes from the advertising world and thorough research that contextualizes these vignettes, Brand New China will be of interest to industry participants, students of popular culture, and the general reading public interested in learning about a rapidly transforming Chinese society.
Author | : Manfred Kops |
Publisher | : LIT Verlag Münster |
Total Pages | : 336 |
Release | : 2007 |
ISBN-10 | : 9783825807535 |
ISBN-13 | : 3825807533 |
Rating | : 4/5 (35 Downloads) |
In this reader media experts discuss the prospects and problems of program exchange between German and Chinese Broadcasters. They explain that program exchange is not the cockaigne one could assume with regard to the non-rivalry of media content and the huge Chinese TV market (more than 300 million TV households and an estimated 180,000 hours of weekly broadcast time across all TV platforms), but that many economic peculiarities of the media that only can be read in the footnotes of economic text books are highly relevant in practice. To trade TV programs with China thus requires a solid knowledge about the TV business in general, but also about the Chinese media order and the Chinese society, and the Chinese way of business.
Author | : Ying Zhu |
Publisher | : Indiana University Press |
Total Pages | : 546 |
Release | : 2009-01-28 |
ISBN-10 | : 9780253220264 |
ISBN-13 | : 0253220262 |
Rating | : 4/5 (64 Downloads) |
If radio and film were the emblematic media of the Maoist era, television has rapidly established itself as the medium of the "marketized" China and in the diaspora. In less than two decades, television has become the dominant medium across the Chinese cultural world. TV China is the first anthology in English on this phenomenon. Covering the People's Republic, Hong Kong, Taiwan, and the Chinese diaspora, these 12 original essays introduce and analyze the Chinese television industry, its programming, the policies shaping it, and its audiences.