Sheng prophecy - mass advertising how far away from the desolation-.docVIP

 PAGE \* MERGEFORMAT 47 Sheng prophecy - mass advertising how far away from the desolation? November 18, 2004, CCTV tender breaking 5 billion, an increase of 19.27%; However, according to AC Nielsen statistics, China’s advertising market in 2003 increased by more than 30% growth in 2004 was steeper. Who is competing for the advertising market of cake? Another five years, perhaps decades, in China, in advertising carriers of competition, whether it is the absolute protagonist of the mass media era? The just-concluded CCTV tender will once again shows that if advertising in China, to sing a big show, to CCTV, represented by the mass media is still unable to shake the ‘Starring’ status, and minority media, is still in the ‘Friendly guest’ The bit-part role. However, in the 21st century marketing is absolutely the last century is no longer the 80’s ‘a stroke of fresh’ ideas of the era, and is not the 90s ‘input, there harvest’, the amount of advertising sales growth is not a determining factor is not even important factor. Consumers are becoming immune to advertising with the ‘business veterans’ television advertising for the degree of boredom and to avoid came in the top of all advertising types. TV ads are emerging ‘attention deficit’. This gives us reason to ask questions and imagination, the protagonist and the supporting role reversal will not occur? When will happen? Suspense: a small minority media counter-offensive era? In a 150-year marketing history of the West, in the mass media (especially television media) put in a huge advertisement in the form of outdated. In only 25 years of marketing history of China, in this huge and complex market-specific to China Central Television as the representative of the strength of the mass media, still appeal to the audience applauded. Only a minority power of the media is on the rise, the Challenger is being raised the banner of sophisticated technology. ‘Public’ heyday or ‘small minority’ turn for the better