The Vietnam Television Advertisement Research

Television, having tremendous publicity and profound influence, has become one of the "mainstream media" of modern society. With the growing economy TV is penetrating into people’s life. With the development of economy in the XXI century television advertising industry shows strong growth momentum, effectively combining the needs of media industry and market economy.Vietnam TV industry, like in China, has passed the way from nothing to emergence, from small to big scope, from weak to strong development process. Nowadays Vietnam television more and more assume national features, more and more is able to represent common features of economic development and cultural qualities of Vietnamese people. At the present time TV advertising revenue has become the most important part of television-media revenue and not only has a great impact on overall development of Vietnam’s advertising industry, but also directly operates simultaneous development of other advertising media.The subject of this research is the development process of Vietnam TV advertising industry. Three aspects of research to be focused on and deeply analyzed are the following: the development of the Vietnam TV advertising industry, existing problems and countermeasures.The research is divided into three parts. The first part describes the history of the Vietnam TV advertising. On the basis of the investigation of the development process of the Vietnam TV advertising in terms of history, there has been conducted target analysis of opportunities and challenges that the Vietnam TV advertising is facing.The second part focuses on studying of the main issues as well as response strategies of the Vietnam TV industry in business process. Concentrating on TV advertising business and advertisement patterns creating, there have been thoroughly described problems and proposed solutions for improvement of advertisement products and distribution that restrict the development of the Vietnam TV advertising. The third part investigates the management system of the Vietnam TV advertising as well as future development trends of the television advertising. After that is suggested:in the context of globalization the Vietnam TV advertising ultimately will ultimately head for branding, large-scaling, refining and internationalization.