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The Researching Of <Where Are We Going Dad?> Advertising And Marketing

Posted on:2016-07-21Degree:MasterType:Thesis
Country:ChinaCandidate:X HouFull Text:PDF
GTID:2348330470984385Subject:Press and Communication
Abstract/Summary:
<where are we going dad?>of Hunan TV introduction in 2013 of Korea MBC TV dads! Where are we going? A fun outdoor reality show has been broadcast two seasons a total of 28 episode, monthly average playback up to more than 100 million times, with an average audience share was 17.85%, surpassing other broadcast variety show ranks as the year’s first quarter.<where are we going dad?> of the show’s hit, driving advertising sales were soaring, advertising sponsors of the show more and more, its 80% advertising resources total investment has exceeded 1.3 billion without the started, created the TV show, the first in China.Based on the television program<where are we going dad?> as the main object of study, integrated use of the theory of marketing, media, marketing, marketing strategy and marketing environment to the program a more in-depth analysis and evaluation. Focus analysis has dad to where program content differences of strategy; victory—combination development derivative products; Edutainment--in Entertainment and entertainment in the refined out of parental of road, and through cost oriented, and tender of way achieved value maximize of price strategy and collection media within each sector of advantage, through TV, and network, and phone, and movie achieved full media linkage of channel strategy; using advertising propaganda, and various marketing activities and the theme song sung, and analysis summary has dad to where Achieved economic and social benefits of both experience and results. Korea hot TV show a model for successful localization, advertising "smart" implants people, advertising goods are sales soar. From<where are we going dad?> of analysis refined the program successful advertising and marketing experience, content is King to build the core competitiveness, optimize product placement form, making full use of integrated marketing communication and how%...
Keywords/Search Tags:reality show, advertisement marketing, Integrated Marketing, product placement
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