Abstract
The Chinese advertising industry sustained stable growth during 2011, and the media landscape continued to evolve in the wake of clearer positioning from relevant national policies: TV continued to hold a strong position, albeit subject to fierce competition; newspapers achieved stable growth under pressure; magazines achieved stable growth in their high-end segment; broadcast value grew noticeably; OOH media development suffered in the face of government restrictions and there was widespread Internet-based activity, which also underwent some restructuring. In terms of industry model innovation, these arose with regard to capital operation and technology applications, as well as a marketing management model for creative communication in the digital age. However follow-up services and resource supply/demand remained problems, and investment in, along with supporting policies for, an institutional framework for advertising are required.
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Notes
- 1.
Breakdown of CTR data background: (1) Advertising total is the absolute amount for the year, with growth calculated based on the previous year; (2) Advertising costs use published media quotes as the statistical standard, excluding discounts; (3) Advertising costs exclude free projects; (4) Media monitored include: TV, newspapers, magazines, OOH, underground; (5) TV channel monitoring time: 17:00–00:00. The same applies for all CRE information.
- 2.
See speech by Zhao Yang (Dept. Director of Heilongjiang Radio) at 2011 7th China Advertising Forum.
References
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Chen Gang, Shen Hong, Ma Che, Sun Meling (2012) Creative communication management. Mechanical Industry Press, Beijing, p 9
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Chen, G., Tang, L. (2014). Development Report on the Advertising Industry (2011–2012). In: Xiang, H., Walker, P. (eds) China Cultural and Creative Industries Reports 2013. Understanding China. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-38157-7_7
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DOI: https://doi.org/10.1007/978-3-642-38157-7_7
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