Advertising Media Research

Author: [USA] J. Sullmanik
Publisher:
Publish Date: 1995-05-01
Features: With the tide of reform and opening-up, and the rapid development of socialist commodity economy, a new industry—modern advertising—has flourished in China. Ten years ago, most domestic industrial and commercial enterprises did not engage in advertising, and people were quite unfamiliar with it. However, today, whether you are at home watching TV or listening to the radio, reading newspapers and magazines, or out on the streets on public buses, trains, or airplanes, you will encounter various types of advertisements. Now, the number of advertising professionals across the country has exceeded 100,000. More than 1,700 newspapers, 600 television stations, and 400 radio broadcasting stations use certain page layouts and time slots daily to disseminate advertising messages to hundreds of millions of people. In 1990, the total advertising expenditure in the country reached 2.5 billion yuan, an increase of over ten times compared to ten years ago. Advertising is omnipresent in modern Chinese social life, and this is an undeniable fact. The purpose of this book is to emphasize the basic operations of media planning—from formulating advertising objectives to understanding complex definitions; from understanding the relationship between one media and another to grasping the various analytical frameworks used to evaluate media. The book is divided into two parts: Part One systematically discusses the definitions and operations of different media. Part Two broadly familiarizes and strives to effectively plan for some auxiliary topics related to advertising.