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Focus on the future of the most effective means of communication

text / Philip Beck from September 2005, Pui Yin Xi as the strength of the spread of multiple service centers in China, chief operating officer. Previously, he served as CEO of TMP Worldwide Asia Pacific, Australia, Managing Director, Mindshare, DDB Needham, director of the Australian national media and other staff.

forward looking :
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the next five years China will become the world's the second largest advertising market. Complex for the Chinese advertising market to open the eyes of the global strategic development of a national communication plan has become very important. In 2007, the integration of communication will continue to maintain its influence in 2006,scarpe adidas, and will become more and more power. The role of digital new media is also rising, those who ignore the new media agencies and clients at risk.

2006 年 5 月 22 日 CMX established transmission (China Media Exchange), through the integration of the world's leading communications group Publicis (Publics) Group of two strong brands - ZenithOptimedia and Starcom MediaVest media buying business in China, China's largest media buying agency. It pioneered the Bo eyes are not sharp with the most of the effective management of the transmission line type in the broadcast side.

CMX company set up the main driving force within the next five years China will become world's second largest advertising market in China is the world's sixth largest advertising market, we need to ensure that they can help customers and guide them in China, an increasingly complex market to gain a competitive advantage.

China's advertising market is the world's most complex, most dynamic and most varied. If you think that consumers across China are the same, it is absolutely wrong. Different areas of China at different stages of development. Living in Chengdu, Nanchang, people, their living standards, consumer psychology, the attitude for life, with Shanghai, Beijing will be different.

Thus, we will help customers in an open look at their products and markets, forget the past and look to the future the most effective means of communication. For example, before our customers will spend a lot of communication costs in Shanghai, a big city like Beijing, in the second and third tier cities is very limited advertising budget. We will suggest to reduce the spread of metropolitan part of the budget may well not affect the dissemination of results, which, if put in the budget in the second and third tier cities, its influence will be different. This is a drawing of a multinational customers in the communication plan for a global launch experience, savings of 1% in the Chinese market the spread of cost, it is enough to cover the spread a year in Thailand to promote activities. This layout will be a strategic approach to global communication, applied to the Chinese market.

Today, a daily average of the average consumer access to information about 2500, and within 24 hours they can really remember, but 3 to 4 pieces of information. Customer is the biggest challenge, by what means of communication can most effectively influence their target customers. Can be said that integration of communication can provide any customer a good spread of solutions. In 2007, the integration of communication will continue to maintain its influence in 2006, and will become more and more power. Through the integration of communication, we can help customers find the most attractive to its customers spread of way, it could be any of media or a combination thereof, such as outdoor advertising, TV, magazines, INTERNET and mobile advertisements.

in many media, the role of digital new media is rising, because of the Internet, cell phone, PDA and other new media figures, and its mode of transmission is a one to one, so that the advertising market can be broken down to achieve precision marketing. Although only 9.5% of Chinese use the Internet, but China has the world's largest network of users. China is the world's largest country to send mobile phone text messages. By 2009, digital media and broadcast will become much more than the Although the number of new media was relatively small at present, but with astonishing speed, new media advertising revenue each year the growth rate of 45%, while traditional media advertising revenue growth rate of only 10%. Therefore, any advertising agency or advertiser, if you ignore the new media, then they will face the risk that they will lose their customers, lost market share, or even lose their company.