Television media advertising business

Author: Xia Hongbo / Hong Yan
Publisher:
Publish Date: 2004-07-02
Features: This is currently the first professional book in China that systematically elaborates on media advertising marketing. The motivation for writing this book primarily stems from the escalating competition in media advertising in recent years. As the role of media in the advertising market gradually shifts from "stationary merchants" to "trading merchants," each media outlet has continuously explored various aspects of advertising marketing, accumulating both experience and lessons. It can be said that after years of competition and development in the media advertising market, a wealth of practical case studies have been accumulated. However, there has been no systematic and comprehensive media advertising marketing framework to summarize and guide the rich and diverse practical activities from a theoretical perspective. This book addresses this market reality in the industry by starting with the environment of media advertising marketing and following the research principles of modern marketing, attempting to establish a scientifically reasonable operational system for modern media advertising marketing. The book is divided into eleven chapters. Chapters 1 to 3 primarily analyze the current status and ecological environment of television advertising marketing, with the research on advertisers' investment behavior specifically listed as Chapter 3; Chapter 4 briefly analyzes how different television channels select target markets; Chapters 5 to 8, based on the 4C principle, focus on elaborating media advertising marketing strategies from aspects such as advertising products, pricing, channels, and promotion and advertising; Chapter 9 emphasizes the relationship between media brands and advertising operations, as well as the relationship between program production systems and advertising operation systems; Chapters 10 and 11 focus on analyzing customer service strategies, customer marketing strategies, and customer relationship management. Additionally, the relevant links at the end of each chapter include some cases or articles related to the chapter content. At the end of the book, a list of frequently used advertising regulations in media advertising operations is also included for readers' reference and consultation.