The Campus Tour Themed on “CCTV AD Season 2007” Grandly Held in Nankai University

Deputy Secretary Liu stated that innovation and development are the most pressing tasks of Nankai in such a context that China has entered into a crucial historical period to be a big power in the world and Tianjin is leading the whole nation during its development and opening up. Nankai has always attached great importance to the combination of theoretical research with practical application, and is willing to provide a platform for such a combination and for the concourse of wisdom and thinking. He added that Nankai is ready to continuously nurture high-level specialized talents for China’s advertising industry and expressed his wish for the attendees to enjoy a pleasant evening brightened by the charm of knowledge.

Two forces behind media advertising-based marketing jointly realize the satisfactory performance of CCTV advertising operation.

Students also gave their generous applause to an excellent speech entitled “Two Forces Behind Media Advertising-Based Marketing” given by Xia Hongbo, Director of CCTV Advertising Department.

Director Xia Hongbo defined the two forces behind media advertising-based marketing as pushing and pulling forces. As what media ads promote is advertising time, which is not only a kind of resource but also a special commodity, the true meaning of ad-aided marketing can only be understood on the condition that the resource of time is taken as a kind of product and operation is carried out on such a basis. As a special product, the resource of time in media advertising-based marketing has four characteristics as follows:

First, the overdue value is zero. The first characteristic of advertising time is the limitation of time, i.e. the uniqueness of time. It’s of certain value at the right time and will have no value if becomes overdue.

Second, advertising time is an intangible product. For such a kind of product, it’s more difficult to carry out marketing, so the first step is to turn it into a tangible one. Third, a special product of this kind is an experiential product. Fourth, it’s a parasitic product. As the advertising industry is closely connected to economic development and advertising products rely on programs and media, media advertising-based marketing needs to be conducted by relying on programs, the development strategies of media and the highlights of brands.