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30 Seconds of Gold: Advertising on Chinese TV

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Once a year, about one hundred companies seeking dominant positions in China's booming economy, compete in an auction for television advertising time. They face off on CCTV, China's most watched (and only national) network, serving the 400 million television owners in China. The companies know they cannot afford to miss out on the make- or-break advertising slots. This film reveals China's hectic embrace of market economics presenting a close look at the TV ad auction and the companies bidding. The Longliqi cosmetics and toiletries company, the largest of its kind in China, employs 30,000 people and projects annual sales of US $19 billion by 2019. Understanding the importance of national TV advertising, Longliqi recently spent US $47.6 million for prime time ads on CCTV and cut its r [...]
Online
2006