“Now you see it” erläutert, wie sich Sponsoring und Product Placement in der chinesischen Medienkultur entwickelt haben. Einzelfallstudien, Statistiken und Erkentnisse von den beteiligten Playern beleuchten diese Grauzone der Werbegeschichte.
Die Studie können Sie ab März in unserer Literatur-Rubrik kaufen. Wir informieren Sie rechtzeitig. Als Vorgeschmack folgt der Aufbau der Studie:
Executive Summary
I. Introduction
II. MARKET OVERVIEW: Advertising Sector, Content Sector, Measuring Value
III. MARKET DYNAMICS: THE STAKEHOLDERS: Background, Agencies & Brands, Producers, Distributors & Broadcasters, Government, Consumers
IV. POLICY & REGULATION: Background
V. NEW SARFT Measures: Advertising Airtime, Public Service Announcements, News & Current Affairs, TV Dramas, Banned Categories, Restricted Categories, Sponsor Protection
VI. PROGRAM SPONSORSHIP & PRODUCT PLACEMENT – THE STAGES: Background, Production/Event Sponsorship, Distribution/Syndication Sponsorship, Broadcast Sponsorship, Post-Broadcast Sponsorship
VII. PROGRAM SPONSORSHIP & PRODUCT PLACEMENT – THE GENRES: Film & TV Drama, Entertainment, Sport, Olympic Activation, Factual, Children, Transformers, Destination Sponsorship.
VII. PRODUCTION SPONSORSHIP CASE STUDY “Ugly Betty”: The Players, Deal Synopsis, Executive Interview: Arturo Cesares Cortina, Televisa, Executive Interview: Mateo Eaton, Mindshare Invention, Lessons
(Quelle: www.researchandmarkets.com)