Place In Practice A Study On The Delivery Of City Branding Advertisements In China City Branding Advertisement On CCTV, 2007-2010

摘要

Purpose - The purpose of this paper is to monitor the changes of delivery of city branding advertisements in China and to try to find a tendency of city branding ads in the delivery for the future. Design/methodology/approach - The quantitative research methods used in this paper study the advertisements with city image messages in 13 China Central Television (CCTV) channels that appeared between the year of 2007 to 2010 - a total of 320,653 advertisements. This paper is based on several data sets: advertisement producers, regional distribution of producers, advertisement time slots, types of advertisings, and other such categories. In addition, they have also studied city branding advertisings from international producers in terms of channel selections, program choices, and media outlet choices and so forth. Findings - Through an analysis of quantity and total duration of city image advertisements, it can be concluded that first-tier cities have been reducing the broadcasting of city image ads domestically yearly, and third-tier cities are proving to be a significant power in producing city branding advertisements. Significantly, the eastern littoral region has surpassed the central and west region both in the duration and in growth rate of city branding advertisements. Moreover, between 2007 and 2010, a total of nine foreign cities have produced city branding advertisements on CCTV channels. Unlike cities in China, international cities have scattered their ads widely across different periods of one day. Practical implications - Finally, based on analysis of advantages and disadvantages in city image advertisements strategies applied by those advanced cities at home and abroad, this author hopes this study can offer some scientifically based reference point for other cities. Originality/value - Based on analysis of advantages and disadvantages in city image advertisements strategies applied by those advanced cities at home and abroad, this study tries to offer some scientifically based reference point for other cities.