2007-2008 China Advertising Industry Analysis and Investment Consulting Report (* * * four volumes)
Advertising is a persuasive information dissemination activity with strong self-expression characteristics in order to achieve the purpose of communicators. By changing or strengthening people's ideas and behaviors, it can achieve its specific communication effect. Modern advertising is a historical category closely related to the information society, and it is a popular information dissemination tool and means to maintain and promote the survival and development of modern society.
The initial stage of the world advertising industry appeared as a vassal of the media. Its basic way is to solicit advertisements for newspapers and get commissions from advertisers' advertising fees charged by newspapers. The new advertising era began in the mid-1980s. Mergers and acquisitions, globalization, the birth of new media and the disappearance of old media, as well as the demand of integrated marketing communication, have completely subverted the planning and execution methods of advertising activities that we used to know well.
The global advertising market is extremely unbalanced, accounting for 4 1.9% in the United States alone. Followed by Europe, accounting for 26.6% of the global advertising market. Today, with the global advertising market generally declining, the advertising markets in China, Russian and other countries are still full of vitality. From 2007 to 2009, the growth rate of global Internet advertising will be six times faster than that of traditional media. All the fastest growing advertising markets will be located in the Middle East, Central and Eastern Europe.
In 2006, the total expenditure of China advertising market was 287.5 billion yuan, an increase of 18% over 2005. In 2006, the advertising volume of various media increased. The advertising volume of outdoor media, online media, radio and other new media has increased rapidly. Broadcasting ranks first among all media with a growth rate as high as 24%. Television advertising expenditure also has a good upward trend, with an increase of 65,438+08%, accounting for 76% of the total advertising expenditure. The advertising growth of CCTV and provincial capital city stations is higher than the average growth of TV media. In addition, traditional media such as newspapers and magazines have also been challenged. Newspaper and magazine advertisements increased by 4% and 10% respectively. With the introduction of various management measures, outdoor media has ended the myth of rapid development and returned to rationality, with an increase of 9%, reflecting the relatively balanced and stable relationship between supply and demand. As one of the new media, building TV increased by 300% every year in 2004 and 2005, and in 2006, it also achieved an increase of 100%. In 2006, the online media changed from mass media to mass media, and the online time of netizens was 16.9 hours per week. Based on the active performance of the advertising market during the 2006 World Cup, driven by the Olympic Games, the advertising market in China will show a more rapid development trend in 2007 and 2008. It is predicted that the advertising market in China will increase by 20% in 2007.
The entry of foreign capital, the broadening of financing channels, the richness of media resources and the rise of the overall level of the national economy are all solid foundations for the development of advertising industry. However, the serious homogenization, how to serve customers, the mentality that advertisers can't grasp and the narrowing of profit channels are becoming the bottleneck for the survival and development of the advertising industry.
To sum up, if China was just a pawn in the past, China is now becoming the main stage of global advertising competition. "Whoever owns the advertising market in China will own the future of the advertising industry". This slogan means that China advertising market is becoming the strategic focus of global competition.
Chapter 15 of China Advertising Industry Analysis and Investment Consulting Report in 2007-2008 issued by China Investment Consulting Network. This paper first introduces the definition, function, classification and principles of advertising, then analyzes the development of international and domestic advertising, and then introduces the development of domestic TV advertising, newspaper advertising, periodical and magazine advertising, radio advertising, outdoor advertising, online advertising and other advertising forms respectively. Subsequently, the report analyzes the regional development of the advertising industry, the operation of the world's five major advertising groups, the development of local advertising companies and industry competition, and finally analyzes the investment potential and future development trend of the advertising industry. If you want to have a systematic understanding of the advertising industry or want to invest in this industry, this report is an indispensable tool for you.