Multi-roles Of Media Group In Advertising

Advertising business is the main business of the media group in our nation, and the advertising income is always the main incoming source of the media group. In order to reinforce our core competencies of our media market, the nation takes great effort on the revolution of media system and the process of media industrialization. The brand management, IMC, profit earning pattern and other advanced concepts on market operation are used in the media industry. The new developments need the media group to have a re-position, modification and combination on the advertising. The article based on the multi-selling pattern theory of media, analyzed the advertising value chain of the media group, carding the tri-roles of media group in the advertising, which are advertising carrier, advertising agent and advertiser. Role for advertising carrier is the responsibility of advertising information publishing carried by media group, through the advertising releasing, pricing setting, cooperation with the advertising agency and promotion. Role for advertising agent is the way that media group contact with the advertisers directly by their self-running advertising agent, to provide professional services to the advertisers. Role for advertiser is that the media groups advocate and promote their own media products, brands and images, to build brands on the content audience and advertising receiver, by selling the advertising product in a scientific way. Focusing on the core competencies of value chain produces different profit earning patterns of Media groups. In different profit earning patterns, media groups put different emphases on tri-roles mentioned above, which need role integration to improve the influence of the media group, strengthen the competencies, face the opportunity and challenge.