Top 3 Advertising Corporation

As an advertising track student, it is necessary to have basic understanding of today’s industry and familiar with big advertising organizations in the world. There are more than 13,000 advertising agencies. Many of those advertising agencies are big huge International Corporations. The top 1 ad agency in the world is a Japanese corporation named “Dentsu” (Japanese でんつう) According to chart in our text book, Dentsu make 1,940 millions$ across the world. Dentsu is the largest advertising conglomerate firmed in Japan (controlling over 30% of the total market by revenue and an estimated 40%-50% of commercial airtime on Japanese television) and one of the largest advertising conglomerates in the world. It operates in 27 countries. 95% of revenue currently comes from Japan. It’s original name was “JAT”, in 1955, JAT turned into today’s Dentsu.

The second large ad corporation in the world is “McCann Erickson Worldwide”, it makes approximately 1,437 millions$ per year. McCann belongs to Interpublic Group. Though it is not as profit as Dentsu, it is the most globally advertising agency in the world. McCann Erickson founded in 1902 in New York.

“BBDO worldwide ranks the top 3 in the world. In 1891, George Batten founded “Batten” company in New York. In 1928, BBDO established which stands for “Batten，Barton，Durstine & Osborn”. Nowadays, there are more than 17,000 employee and more than 323 branches across the world. In 2006, BBDO makes 1,326 millions$ revenue.

Those are the top 3 advertising corporation in the world. I believe everyone who works in this industry wants to join one of those companies.

"Big Four" in China.

As we all know, the big four in the industry of recording are the EMI, SONY&BMG, Warner and Universal. In the last decade, all of these four companies get into the China market. However, china is still a special market. With the big financing background, will they achieve same success as they achieve in the domestic market? The truth is, they get a lot of problems in china. First of all, music piracy is a huge problem for the big four. Even though the Chinese government is doing their best to change this situation, there are still a large number of people who choose to “steal” music instead buy CDs. And the number of people who choose to “steal” music is weigh much than those people who buy CDs. Second, big four have to face the challenge of independent recording company. Those companies often sign contract with some native Chinese singers who are attractive to public especially Chinese people. What's more, those native companies are very familiar with Chinese market and are good at dealing with the government. Those independent labels are easy to adapt to the change of market. However, because of bureaucratism of big companies, big labels such as SONY&BMG, EMI always take too much time to change theri distribution policy. These disadvantages made the big four are less competitive to those native small labels.

How are big four doing right now? Let’s start form Warner China. Lately, many artists left Warner to other company. This is because of the seriously bureaucratize happened in Warner China. Now, Warner china has 36 Chinese artists. SONY&BMG just lost a ready source of money: Jay Chou.: the Justin Timberlake in China. Jay Chou left Sony and signed a huge contract with an independent label. Universal is busy for sign artists who are from talent shows like American Idol.

In a conclusion, if these big companies want to get success in china, they have to make change and try to adapt their marketing strategies for this special market.

Television news, the "Live"

TV news is the number one source in the America. In fact, it is probably the number one source in the world. Why TV news is so attractive, why the first thing many people do when they return home is to watch CNN?

TV news provides the most privilege to their audience, the visual image. Imagine that, when there is a gunshot happens in a high-school, what you will hear from radio is just the report from the front line. If you want to see this news on newspaper, you have to wait until tomorrow. Maybe the shooter has already been taken down by the cops. However, if you are watching TV right now, you could follow this news. You can see the gun shot live, though it sounds little bit scared. You can see the cops with real guns, you can see the people who are screaming and you can see the terrible thing which happened right now. It provides the live feeling which other medium cannot.

I don’t believe some network does tremendous better jobs than other. However, I do believe CNN is the best news provider. For instance, as we saw the movie: Live from Baghdad. CNN broadcasted 24 hours a day and was the only one news team when U.S air force bombed the Baghdad. And when 9.11 happened, the all Chinese stationed used the CNN sources.

As far as I see, local television stations affiliate with networks is a good way to promote advertisement selling and enhance the authoritative of their news. People trust big networks, most people believe news from networks is more verity. And i thinks it is not really matter that local station affiliate with networks. It will certainly bring the local news at the first time. People don't need to worry about that local stations will showing network programs instead of local news.

I watched ABC the most time. Because of I've been to their station. Sounds like a good reason right?

“KSTP” The news around us.

KSTP is owned by pioneer broadcasting company: the Hubbard Broadcasting, Inc. Hubbard first stated a radio station on 1925 called WAMD( “where all Minneapolis dance”) This was the first radio station to be completely supported by income generated by the advertisement. In 1928, the radio station merged with KFOY in St. Paul to be the KSTP. In 1938, Hubbard bought the first television camera from RCA. KSTP was first sign on air at April 27, 1948. It became the first commercial television station serving the upper Mid-west. The KSTP has serving the Minnesota community almost 60 years. Today, the KSTP has become an ABC network affiliate, but it remains the only locally owned and locally operated broadcasting company in the twin cities. Nowadays, the Hubbard Broadcasting company owns 6 stations which are ABC affiliates and 3 stations which are NBC affiliates. One independent station KSTC and two cable channels include the new movie network “Reelz Channel”. The Hubbard Broadcasting company also owns 3 radio stations.

The KSTP has distinguished history. It is the first commercial television station in Twin Cities to broad cast in high definition digital format. The KSTP started to broad cast using HD format on November 8, 1999. In addition, the KSTP bought the KSTC-TV (the only fully independent television station in twin cities) on channel 45 on September 11th 2000, Because of the FCC duopoly rules permit a broadcast company to own more than one station in a designed area, the KSTP became the first Minnesota duopoly. Also, the KSTP was the full color television station in the United States.

The 5 eyewitness news is the KSTP station’s hallmark. Its have six anchors. More than 20 reporters and 4 weather reporters.

"Music everywhere" The radio

I am a big fan of radio, whenever I am driving or stay at home reading novel, my favorite thing is turn on the radio and listen to rock music. My favorite program is AT40 by Ryan Seacrest. What does radio most fascinated me is that provide an atmosphere where the music around you, and unlike listen to I-pod, you won’t feel lonely because you get a DJ with you. Another thing I love radio is when I driving, you just turn on the radio and the music will come out, you don’t have to put a CD into CD player, you never know what’s the next song gonna be. It’s the shuffle feeling, just like life. What’s more, you can listen to the new hits from the radio and many songs you never knew before. One of my favorite song is the “I don’t want to miss a thing” from “Aerosmith ”, I first listen to this song is from the radio. Without radio, I will never know this song and I am pretty sure I will miss tons of good music.

However, radio news doesn’t work out for me. First thing is I don’t really care what’s happened. Another thing is, when I listening to radio, I always wanna listen to some easy music instead of boring news. But on the other hand, I do think radio news has some privilege advantages. First, people can’ watch television everywhere because of the television is heavy and needs a lot of room. You cannot put a 32 inch plasma in your car. But you can listen to radio everywhere on everytime. This makes the breaking news become really breaking to audience. In my opinion, this is the most privilege advantage which radio has.

My Top Five Best Movie!

No.1: Titanic. James Cameron used his camera created a box miracle and most successful movie in the history, Titanic won 11 Oscars and another 76 wins & 48 nominations, the IMDB rated 7.1 out of 10. In 1997, almost every one watched Titanic, especially girls, almost every girl who saw the movie cried for the beautiful love story by Jack and Rose. Based on a true story, Leonardo DiCaprio and Kate Winslet played a couple in this movie, the reason that makes this success is the beautiful love story, every girl want to have that kind of love in her life, they wanna see it in the movie, and important reason is Leo, the handsome young actor in Hollywood. Leo became successful and famous after this hit.

No.2 Star Wars. “A long time ago in a galaxy far, far away...” Feel familiar with? yes, almost every American kids watched Star Wars, it’s not only a simple movie, its became a phenomenon in the movie history, George Lucas wrote the script and directed itself. The Star Wars won 6 Oscars and another 29 wins & 18 nominations. With great characters, great story, great sights, great special effects, the Star Wars makes billons dollars. The best comment to this movie is: “No words to say.”

No.3 The lords of the ring: Along with the Star Wars, Peter Jackson made another box miracle in the movie history. Based on the novel by J.R.R.Tolkien, the director created a myth and fantastic world for the public. People have to see the movie several times to understand the movie and to absorb everything in the movie because the story, sets, costumes & FX are so rich. The Studio spent $180 million to film all 3 simultaneously and they get more than 300 millions dollars on each of them. On my list of the top five, the Lords of the Ring ranks number 3.

No.4: The God Father. One of the greatest movies made by Francis Ford Coppola, the god father is the best gangster movie. People can see how great this movie are through one thing: IMDB rated the movie 9.1 out of 10. That is best movie that IMDB thinks. amazing character, amazing scene and amazing music. The movie was shock at that time. Until now, people could still remember the name of the god farther. The God Father rank no.4 because of its tremendous value of the story.

No.5 The Departed: this is really a personal choice, though its not very famous on academy history, not very big box. However, it’s one of my favorite, the screenplay based on a Chinese movie. This movie is the best movie that Scorsese's made after he made the movie red bull. The violent are straight, rated R of MPAA, but it’s excited. The Departed ranks No.5

The "Reasons".

People who subscribe the “Reasons” might concern about the society, the political issues. Those people might be Mid-class, drive a Mercedes everyday to work. Talked about the culture and what’s going on with political. Those people have knowledge and they make decisions for the society at some point.

The advertisers of these magazines should be Carmakers, such as “Ford”, “Cadillac” or some luxury brands like CHANEL, Gucci.

People buy this magazine because they want to know different opinions, they want to the story behind the story. Therefore, I think one way to promote to promote the Reasons is to have some article written by famous columnist. Let them talked about the breaking news happened in the world. What’s more, people want to see new ideas which can change the world. Introduce the new ideas will be a good way to have more readers. Reason and Reason Online are editorially independent publications of the Reason Foundation, a national, non-profit research and educational organization.

You can buy the “Reasons” in many places such as “ Target” or the University of Minnesota Bookstore.

“FHM”, “Maxim” “Stuff” Now, the Chinese Version.

“FHM”, “Maxim” “Stuff” Now, the Chinese Version.

When the Wal-Mart announced in 2003 that it would stop selling three men’s magazine –Maxim, Stuff, FHM, and people can buy these three magazines in China. What’s more, it’s all Chinese versions. The Maxim was first come to china among these 3 magazines. It is called “风度” in Chinese.

Because of the global endeavors, the Chinese version of maxim not simply translates from the English version. There is a publisher in china. The editors of maxim-China write articles which fit the Chinese readers. The FHM in China called “男人装” which means for him magazine, same as English version. Those are the top 2 men magazine in china. The “Stuff ”also has Chinese version, unlike the English version, the Stuff in china is not a men’s magazine, it’s a technical magazine. In additional, because the law of magazine in Chinese version, you won’t see many girls wear bikini.

As the market, these three magazines own a lot of readers. Because Chinese people are not that open, those magazines defined a new way of people seeing the world. It totally changed the view point of some people. That’s makes you can see a high school student hold a FHM.

I lived in China, and look, I'm fine!

It was Tuesday last week, when I was waiting at the Coffman for next class. I find there was a “Minnesota daily”, I grabbed it and started to read, there was an article about China, The cover was with big photo taken from rural china, and the whole page is talking about what the author say about what he saw and discovered in china. Suddenly I was thinking, when people talking about China, why everytime it comes like Kung-Fu, “Bruce lee”, when writers write about China, why they always use particular photos as their cover?? I am tired about this and I am tired about when people asked me: “Are you guys eat horses in China?”

Now, I am going to say loudly: For people sick and tired of having to explain:
China is NOT a concentration campWe have computers, rap music, airplanes, and Starbucks
Mao Ze Dong is dead, no one give a damn about him anymore
Never listen to Fa lun Gong people and their craps
There is something called "American Propaganda"
You will NOT find tanks rolling down the street
You will NOT be shot if you curse about corruption
You will NOT find submissive exotic girls who will "love you long time" (keep dreamin')

You will find T.G..I Friday in Beijing and even night club! Not everyone knows the Kung-Fu, and most important, we never eat horses in Chinese restaurants, Beijing is not like what you see from most photos in America about China.

We are going to hold the 2008 Olympics games, and when that time comes out, you will see the real Beijing, the real China.

They learn from American, they make money here.

I come from china, in my hometown, there are many successful programs appear on tv or internet which the producer learned the idea from Americans, they also make lots of money on that. I will make two example here.

One is called "super girl " , based on a reasch, more than thirty millons people watched " super girl" final night,

The super girl was first seen onn Tv on sep 2003, this year,the super girl comes as season 4, every year, more than twenty millions Chinese girl sign up for the super girl, usually, the top 3 competiter will have chance to sigh up a contract with famous record company,Thus, for those girls who wants to be famous , this is the easiest way for them. Apparently, the producer copy this idea of this Tv show from "American Idol" No matter what, the producer and the studio make more than billon yuans every year from this show, Now in china, we called this as : "Super girl phenomenon."

Another example is a website called :"Inside the campus" the inventor totally copy the website from facebook, here is a picture on the "Inside the campus" , as you can see, even the color is the same as Facebook

they have same function, same feature,.However,you can't say that is an illegal website.On march 2007, the" Inside the Campus" came into the market on NASDAQ, just like Facebook in the U.S, almost every chinese college student use" In side the campus" everyday, it become a part of their life.

Those people copy the idea from American people, they make a lot of money. Why couldn't we make miracles based on our own idea? We will and that's the thing that every Chinese student who learn media in the U.S want to do.

http://www.xiaonei.com/

http://www.hunantv.com/huodong/2006supergirls