The Research Of Integrated Marketing Strategy To The Advertisement Marketing In The Provincial Channels

In the situation of the TV media in China, the provincial channels have less priorities than the CCTV and less satisfaction than the channels of cities; All the channels are competing with one another. The new emerging media, which are represented by the Internet, absorb more and more audience from the traditional one. In the fierce competition, the complication and the obstacles of advertisement marketing in the provincial channels are apparent in general. Under the influence of broadcast limitation in the SARFT's No.61 command, the TV media which have great power would have more advantages, while the weaker ones may be less developed than before. That is what we called "the Matthew effect".In the severe atmosphere of marketing competition, the provincial channels have to implement the varied marketing strategies, finding unique locations in the market and creating the brand's influence of their own, in order to be better than the other media and finally to establish the "consumer-centered" consciousness of communication, service and marketing. Referring to the advertisement strategy for the TV media, the essence of the advertisement products is to emphasize the audience's attention, because of which, the advertisement products of the TV media rely more on the brand power of the program, column and channel to absorb more audience. Thus, the integrated marketing communication emphasizes the consciousness of "consumer-centered", taking advantage of the consumer to better integrate the resources for the media, so that the conformed product information and good brand image could be set, the communication power could be enhanced, the aim of effective advertisement communication and product marketing could be reached.Based on the background discussed above, I wrote my thesis on the basis of the integrated communication theory, constructing the frame that to apply the integrated marketing strategy to the advertisement marketing of the provincial channels. With related success examples, I elaborate the necessity and application of the integrated marketing communication in the advertisement marketing of the provincial channels so that I can provide some references for the advertisement marketing strategy for the provincial channels.