Online International Business News Nielsen Media Research Company recently released a research report saying that local brands are dominating the advertising market in China, and their advertising investment in TV and print media far exceeds that of foreign consumer goods giants.

As far as advertising expenditure in China market is concerned, China brand occupies 8 seats in the top 10. This trend gradually appeared five years ago, and local companies began to invest heavily in marketing and promotion.

Olay, one of P&G's skin care brands, ranks first in advertising expenditure in China market, with an investment of 654.38 yuan+600 million yuan. Another foreign brand on the list is Procter & Gamble's Rejoice Shampoo, ranking 10.

However, according to the survey, other brands in the ranking are all China brands, such as melatonin of Qingdao Jiante Bio-investment Holding Co., Ltd., whose advertising expenditure last year was 65.438 yuan+50 million yuan. China Mobile (Hong Kong) Co., Ltd., the major domestic mobile phone operator, ranked fifth with advertising expenditure of 6543.8 yuan+300 million yuan.

The survey did not include other forms of advertising, such as point-of-sale promotions and outdoor billboards, nor did it consider the discounts that advertisers usually get from media companies.

Experts say that advertisements of many foreign companies are more concentrated. Many of their successes come from their attention to market segments.

However, he pointed out that many local brands are doing well because domestic brands have a wider distribution network than foreign companies. Domestic brands invest heavily in advertising because they try to change their products from distribution orientation to brand orientation.

A large amount of advertising expenditure of China companies is affecting the business strategies of foreign advertising companies. Foreign advertising companies are also looking forward to taking a slice of China's fast-growing consumer market. Most foreign advertising companies still have more international customers than local customers in China, which means that they have failed to make full use of the generous advertising investment of some local companies. According to Nielsen Media Research, the last time foreign brands dominated the TV and print media market in China was in the period of 1998.

According to Nielsen's data, the entire advertising market in China is worth more than 654.38+000 billion US dollars, and the market in the first eight months of this year increased by 35% compared with the same period last year.

Advertising company survey report model essay 2:

Investigation report of advertising company

-The demand of advertising companies for advertising graduates

Investigation organization: film and television advertising professional investigation team of School of Culture and Communication: Head of Xinyi Group: Zhang Guosheng Author: Liu Jiajing Completion time: 20 12.6.5.

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Film and Television Advertising Major, School of Culture and Communication, Zhongzhou University

catalogue

Abstract ..................................... 3

Introduce ..................................... IV

Text ................................... 5- 10

Appendix .................................. 10- 1 1

Film and Television Advertising Major, School of Culture and Communication, Zhongzhou University

abstract

The purpose of this survey is to understand the demand of 20 major advertising companies in Zhengzhou for advertising graduates. Through the visit to Zhengzhou advertising company, we can understand the requirements of enterprises in recruitment and what talents advertising companies need more. Understand the present situation and development of Zhengzhou advertising company, provide basis for setting goals, formulate the most rewarding career plan, and provide direction for your own efforts. That is, I have a focus on my study.

Development Status of Advertising Industry in Zhengzhou City

1. There are many large and small advertising companies in Zhengzhou, mainly small advertising companies. An advertising company has about 10 to 20 people. 2. Many companies lead to greater competition in the industry, and the overall level of the company is not high. The advertising industry does not have its own leading enterprises. 3. The advertising industry has a low threshold. As advertisers, most people will choose to start their own companies. 4. The advertising company has less personnel security, small company and no good environment for talent growth. 5. There are few independent companies that only do advertising production, and more are developing towards the integration of advertising and marketing communication.

Film and Television Advertising Major, School of Culture and Communication, Zhongzhou University

introduce

(1) survey background

As a paid and paid form of information dissemination, advertising uses various media to spread advertising content to the public. At the same time, advertising is also one of the carriers of cultural values. In a certain social and cultural environment, there will be advertisements that adapt to this social and cultural environment. On the one hand, advertising is influenced by the specific social and cultural environment, and it is a mirror reflecting the specific social culture; On the other hand, advertising itself is an integral part of social culture, which has a subtle influence on the whole social culture. Therefore, in addition to promoting specific commodities, advertisements also promote specific social and cultural values.

Advertising plays an important role. There are many forms of advertisements, such as TV, printed matter, magazines, newspapers, cars and so on. At the same time, advertising majors only need to master a lot, such as cultural knowledge, planning ability, marketing, copywriting, brand promotion, communication and production. Advertising is a complex specialty, involving a wide range. As a student majoring in advertising, you need to know and master a lot of knowledge.

There are more and more college students majoring in film and television advertising in the School of Cultural Communication of Zhongzhou University, which is under great pressure. When looking for a job, many people can't find jobs related to their major. It is important to know the information of related majors. Only in this way can we.

Be more aware of your learning direction.

The ability of advertising major

Master the basic theory and knowledge of advertising; Have the basic ability of modern advertising planning, creativity, production and release, the basic knowledge of market research and marketing, and the basic ability of market field analysis and data processing; Familiar with advertising policies and regulations; Basic knowledge and activity ability of public relations; Understand the current situation and development trend of advertising industry in China and the development trend of advertising industry abroad.

(2) The purpose of the survey is to understand the current situation of the advertising industry and know what knowledge you should learn. Understand the demand of advertising companies for advertising professionals, the requirements of advertising talents in recruitment, and the knowledge and skills they need to master, so as to find a clear direction for their own study.

Film and Television Advertising Major, School of Culture and Communication, Zhongzhou University

main body

investigation method

Survey companies: Zhengzhou Hengwei Advertising Planning Co., Ltd., Zhengzhou Visual Flame Film and Television Production Company, Ziang Film and Television Media, Ogilvy Culture Communication Co., Ltd. Survey objects: Human resource management of advertising companies. Survey method: interview. Investigators: Liu Jiajing, Liu Yunmeng, Zhu, Li Shanshan and Qi.

(b) Problems in the implementation process

1. Respondents are unwilling to be interviewed. 2. The information obtained is general. 3. The information obtained is not particularly true.

(iii) Findings

1. The companies surveyed are not strict with academic qualifications, but require strong professional skills. 2. The main skills you need to master are copywriting, planning, production, communication, creativity and other skills. 3. Requirements for staff: able to bear hardships, dare to undertake, and have team consciousness. Because the advertising company in Zhengzhou is small in scale, it requires high and comprehensive quality of staff. 4. Advertising companies' views on newly graduated college students: enthusiasm, ideas, courage to do, courage to rush. However, I don't know much about society and am too idealistic. In the face of setbacks, psychological endurance is low. 5. The main basis for the company to judge when recruiting: awards won during school, social activities participated, copywriting written by itself, planning cases and internship. When recruiting, you should also look for Wen Pin, such as CET-4 and CET-6, computer skills. You can also ask a question immediately during the interview and let the recruiter give a solution. There are also many ways to recruit according to your grades. 6. College-educated students have good practical ability, but their mastery of theoretical knowledge is poor and there is a gap in their work. Therefore, students are required to read more books and improve their theoretical level while learning classroom knowledge well. At work, we should also constantly learn and improve ourselves.

Zhengzhou is a big market with great development potential. The advertising industry will move towards the integration, specialization and collectivization of advertising marketing, and Zhengzhou's advertising industry should also be in line with it. 8. Learn to choose good communication methods. This is also the important knowledge you are learning. There are more and more ways of advertising, among which the Internet plays an important role in devices, such as airplanes, television and radio. The purpose of advertising is to make full use of the media to convey the information, spread the information in an appropriate way, and obtain good communication results. 9. Due to the integration of the industry, the personnel needed are talents in marketing, planning, production and service. 10. Students majoring in advertising have a wide range of studies, including marketing, copywriting, communication, planning, production, creativity and brand management. Therefore, students majoring in advertising have a wide range of study and can choose from many different majors. 1 1. Because of the characteristics of advertising specialty, it needs to contact a large number of people, so it needs good communication skills, language organization skills, keen observation skills and the ability to convince customers.

(4) Conclusions and suggestions: 1. The present situation of Zhengzhou advertising company is that there are many advertising companies, the scale is small, the overall level is low, and a complete industrial chain has not been formed. 2. The company requires excellent professional skills when recruiting, and there is no strict requirement for diploma and working ability. 3. Small companies require omnipotence, while large companies require specialization. 4. When recruiting, different companies have different ways to analyze things calmly. The requirements for graduates are not high, but they should be hard-working and practical. Strong learning ability.

Suggestion:

1. We should constantly improve our professional skills in our study. 2. Can bear hardships, don't look down on others, consider problems comprehensively, and have a sense of teamwork. 3. Have good quality, think calmly in the face of problems, not blindly, and have their own opinions. Know more about traditional culture, have a good cultural background to have good creativity, and analyze the market better at work. There is a saying: "The more national, the more cosmopolitan". Culture is very important. At present, you should look at the problem from a comprehensive and developing perspective, choose a company that is beneficial to your own development, and start from the grassroots level, and you will get a great height.

The film and television advertising major in the School of Cultural Communication of Zhongzhou University cannot have the idea of money first. Pay attention to the development of advertising in school, and lay a good foundation for your future development. 6. Participate in more practical activities and improve your ability to handle events in practical activities. Practice more in summer vacation, so that the knowledge you have learned can play a role in practice. 7. Practical homework at school is also your experience, so you should do it seriously. Some of it can be improved after long-term follow-up. This is an important resume when you are looking for a job.

Appendix Zhengzhou advertising company's questionnaire on the demand of advertising graduates

1 Do you have any requirements for academic qualifications? Does your company require work experience when recruiting? Is there any gender requirement for employees in your company when recruiting? Is there a hard requirement for certificates such as CET-4 and CET-6 certificates and computer certificates? What is the first quality your company should have when recruiting graduates? What is your company's ability requirement when recruiting new employees? Does your company require candidates majoring in advertising to have the ability of pre-planning and post-production?

School of Culture and Communication, Zhongzhou University, majoring in film and television advertising 8. What do you think the recent graduates majoring in advertising lack most?

Superficial ability? When recruiting, what aspects of the ability of advertising graduates impressed your company? 10 what do you think are the advantages and disadvantages of advertising graduates? What do you think of this year's advertising graduates? 12 What kind of talents do advertising companies lack most? 13 what do you think of the current development of Zhengzhou's advertising industry? 14 what do you think about the future development of the advertising industry and the demand for market talents? 15 what do you think advertising majors should pay attention to? 16 Please give your valuable suggestions on the current advertising education.

References: Analysis of the Present Situation and Development Trend of Advertising in China, Future Development Direction of Advertising in China, and Investigation Report on Self-analysis of Advertising Major-Qian Beibei.

Advertising company survey report model essay 3:

10 advertising design and production class (2)

Survey object: Nanjing Ke Jun Advertising Design Engineering Co., Ltd.

Objective: To understand the development and achievements of advertising companies.

Survey topic: the development of advertising companies.

Scope of investigation: an advertising company in Nanjing.

Nanjing Ke Jun ad design engineering co., ltd

Company Profile: Nanjing Ke Jun Advertising Design Engineering Co., Ltd. (hereinafter referred to as Ke Jun Advertising) is a comprehensive advertising company integrating advertising design and planning, brand promotion, outdoor advertising design and installation, corporate logo design and production, outdoor lighting engineering, indoor and outdoor high-definition and high-precision photo production, plastic luminous characters and metal characters production. The company has a high-end advertising design and planning team and a high-quality professional production team, providing 24-hour all-weather quality service. With the tenet of "go all out and do the best" and the slogan of "good quality and fast delivery", we have always won the recognition and support of customers! The company has superior hardware conditions, first-class modern equipment, large-scale production and processing workshops, professional design and processing talents, careful design and scientific construction, and is committed to completing every project. In the process of continuous development and growth, the company constantly introduces high-tech products to meet the needs of customers and improve services. In line with the principle of "no one has me, no one has me, no discount on service, excellent quality and transparent and reasonable price", we sincerely serve our new and old customers.

China's first-class advertising enterprises; "AAA" in Jiangsu Province

Awarded by China Advertising Association in.

Business areas include:

Print advertising: planning, design, production and promotion;

Indoor and outdoor photos: design, production and installation;

Advertising decoration: production and installation of plastic characters, carved characters, luminous characters, crystal word characters and titanium characters;

Logo signs: commercial logo signs and corporate logos are installed in sign production;

Lighting engineering: design and production of neon lights, design, production and installation of architectural lighting; Corporate culture: Corporate culture is advocated, accumulated and refined by enterprises in their long-term production and operation. It is the soul and potential productivity of an enterprise and a strategic measure to build its core competitiveness.

Nowadays, with the rapid development of advertising industry in China and China, advertising corporate culture has also achieved fruitful results. Nanjing Ke Jun Advertising Design Engineering Co., Ltd. has formed a rich corporate culture accumulation, cultivated excellent corporate culture represented by "Ke Jun Spirit" and "excellent service", inspired Ke Jun advertisers to work hard, make selfless dedication and pursue innovation, and became an important part of Ke Jun's excellent corporate culture, which effectively promoted the continuous development of Ke Jun's advertising industry.

Enterprise development:

In September, 2009, the Fire Brigade of Nanjing High-tech Development Zone produced a propaganda slogan.

On June 5438+ 10, 2009, the signboard design of Yue Hong Hotel in Pukou District was completed.

In June 2009, 165438+ 10, the signboard of Nanjing Jiangning district hanruisi precision machinery co., ltd was designed and manufactured.

June 5438+February 2009 Advertising planning and production of the headquarters of Tianmu Lake International City Plaza project in liyang city, Jiangsu Province.

June 5438+February 2009 Design and Production of Signboard Image of Jin Hui Real Estate Sales Center, Maanshan City, Anhui Province

20 10 10 image design and production of "eight-flavor private cuisine" shop in Jiangning, Nanjing

20 10 1 Image Making of Lanhai House and Shop in Chuzhou City, Anhui Province

20 10 1 Design and Manufacture of Signboard of Shi Shui Shopping Plaza in Chuzhou, Anhui Province

March, 20 10: The marking and guiding system of the south extension line of Nanjing Metro 1 Line in Jiangsu Province was made.

20 10 signboard making of Anhui Chuzhou Times Super Shopping Center.

20 10 image logo making of Nanjing Concrete Products Co., Ltd. of China Railway 15th Bureau Group

20 10 overall image advertising design and production of lion digital plaza in Chuzhou city, Anhui province.

20 10 image design and production of Nanjing Branch of China Petroleum Pipeline Anticorrosion Company 20 10 signboard advertisement production of Nanjing Lotte Mart Supermarket.

20 10 Advertising Production of Logo System of simcere Headquarters Building in July

August 20 10 Advertising Production of Haoyang Cultural Pillar Light Box

20 10 Advertising Production of Mercedes Cup Tennis Tournament in Olympic Sports Center in June10

20 10 10 advertising production of yueche jazz chain store Meishan branch

20 1 1 Advertising Production of Gaolou Gate of Shan Zhi Educational Institution and Yin Cheng Dongyuan Store in March.

201065438+Advertising Production of Jiangdong Software Park in February

2011.February Jiangsu faming group background wall advertising production

2011April China Mobile 12580 Advertising Production of Longjiang Headquarters

20 1 1 year 1 month advertising production of Hexi Fujitsu air-conditioning flagship store

20 1 1 Advertising Production of Dachang Store in March

2011April: the conclusion of the investigation on the advertising production of Qiaobei Dayang Department Store, a junxin clothing chain;

Through the investigation of Nanjing Ke Jun Advertising Design Engineering Co., Ltd., we can see that the company's performance is quite good, with continuous advertising projects, great potential, strong strength, clear division of labor, reasonable coordination, wide coverage, strong vitality, modern equipment, large-scale manufacturing and processing workshops, professional design and processing talents, careful design and scientific construction, and dedication to complete each project. Good service and high efficiency. The company continues to grow and develop, with broad prospects.

Team member: 03: Gao Minxing 06: Li Fei 07: Niu Fangfang 08: Rolling.

/kloc-No.0/7: No.23: Gong

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