Planning TV with national data in China
Giovanni Fabris
In the initial stages of marketing development in China, it made sense to target the large cities, and plan and buy TV advertising accordingly. However, many factors pointed to the need to use a TV audience measurement (TAM) system providing data on all population groups and reporting from all types of residential areas. These included: the growth of the economy; the extension of customer bases; the increasing complexity of marketing strategies; sophistication of the TV programming and broadcasting industries.
The use of 'total population’ data not only makes the whole planning...