Relevant Pieces to the Chinese Media Puzzle

Don E. Schultz
Northwestern University, United States

Martin P. Block
Northwestern University and Entertainment and Gaming, United States


Media planning, as a subject of detailed analysis and scholarly study, has produced limited published output over the past 10 years. With the exception of a handful of media planning texts (Sissors and Baron, 2002, Katz, 2006, Kelley and Jugenheimer, 2004, Calder, 2008, Karten, 2001) and a few articles devoted specifically to advertising planning (Cannon, 2001, Mihiotis and Tsakiris, 2004, Zufryden and Pedrick, 1993, Gabriel, Kottasz and Bennett, 2006) most of our knowledge about media planning and purchasing seems to flow from an apprentice-type model, i.e., media planners in agencies or marketing organizations training the next generation of media mavens through experience, i.e., trial and error. Little is written in terms of best practices or approaches and even less is provided for those wishing to enter the field. While there are a large number of seminars, conferences and events, few receive much than passing attention – not a very sophisticated approach for an industry that allocates millions, if not billions, of dollars every year to various media alternatives. For example, Reuters estimated total global advertising spending at $417 billion (USD) for 2009 (Holten, 2009) and Advertising Age estimated that $130 billion (USD) of that was in the United States (Advertising Age, 2009).