Telecom Cards Advertising Media Placement Research And Practice Of Management Projects

By the end of 2009, revenue of advertising industry across China has exceeded 200 billion Yuan, with over 200 thousand advertising agencies and 1.3 million practitioners. Although advertising industry in China has achieved outstanding progress with the rapid development of economy, enormous gaps still exist between China and developed countries. Moreover, with the penetration of digital technology, many new trends emerge in the advertising industry. Digital technology has become an essential part of media industry. New media keeps arising and significant changes have appeared in value chains, communication channels, terminals and engagement models of the industry.Nowadays many companies invest a lot in advertisement. Most of the money is spent in media advertising while the effect of publicity differs from each other. Thus these companies are facing a strategic problem to choose the proper media so as to realize multiple objectives settled within budget.This thesis analyzes the status quo as well as the planning of advertising management system using methodologies of the modern project management. It particularly elucidates the establishment of advertising management system and the evaluation of advertising effect. The purpose is to rationally plan the management in different links of advertising based on data analysis and set up evaluation mechanism and quality control system suitable for different kinds of advertising using project management theorem.The thesis dives into the phone card advertising project in Shanghai Telecom. The corresponding findings can be applied to practical advertising management and help select appropriate media for phone card products. They also contribute to the establishment of the corresponding management system as well as the performance evaluation mechanism, ensuring that the progress and quality meets expectation.Findings of this thesis can be of value to the similar projects for reference.