Case Analysis Of Content And Form Of China's TV Sports Advertising

In order to make the 2008 Olympic Games truly become the development opportunity for China's politics, economy, culture, sports, science and technology and others, this article uses television sports advertising in sports industry as its research angel, cuts in with China's TV sports advertising's content and form, to have penetrative and comprehensive analysis and research at TV sports advertising, which object is selected by research institute. The main purpose is to help health development of China's TV sports advertising, and to promote TV media to adopt scientific concepts and methods to upgrade enterprises advertising and TV channel's brand image.Sports advertising refers to sports or non-sports business units pay certain expense, by different form of subject & object, through certain media channel to disseminate marketing information, in order to marketing products and services. Comparing with other commodities, Sports merchandise has its own particularity. The particularity determines its difference in advertising form, content and advertising strategies. In modern society, TV sports advertising has become an important way to disseminate merchandise information in wide range and for merchandise's sales promotion. Therefore, Sports Merchandise War is sports advertising war in certain way. However, because of the current state of China's television advertising, sports advertising, as a major business representing form in the field of sports, still has many problems deserved our careful study. In this way, we can make certain contributions to explore a healthy development road for China's sports advertising.In the background of the success of Beijing's Olympic Bid, this article is using research methods of literature data, observation statistics, comparison analysis and logics, to analyze the case of sports-advertising's content and form in CCTV 5th channels, to analyze and discuss its major characteristics and shortcomings, and to bring forward relevant opinion and advice for related decision-making department, on how to organize advertising time in more efficient way, how to make TV content for more viewing pleasure, and to bring forward further about China's TV sports advertising strategy in macro-way.