Tv Promotion Strategy Research In The United States

The American TV series have becoming more and more popular in China, and also have bigger influence on the production of Chinese TV.By using the theory of IMC(which is short for Integrated Marketing Communication), this paper studies the promotion strategy of American TV series, including the whole production process, the broadcasting system and the marketing strategies, focus on the great interaction created by the promotion system. Hoping to offer some constructive suggestions, the author also discusses the adaptability of these strategies under the circumstances of Chinese TV production market.The first chapter covers the stage of product designing, discusses the unique producing system of American TV series, summarizes the great interaction between the producer, the TV station and the audience, also studies the product placement in the reality TV shows. In the second chapter, the author talks about the product usage, the broadcasting period of the TV series, discusses the "date effect" between the series and the audience, introduces rating as the most important data of the whole process. At the end of this chapter, there’s a simplified model for the integrated marketing communication project of American TV series. And the third chapter majorly studies the concrete promotion strategies of the series before and during their on air period. At the same time, this chapter reviews the sales pattern of the American TV product. At the last chapter, author brings the integral model for integrated marketing communication project of American TV series, discusses the current situation of Chinese TV series, and offers four constructive suggestions for the improvement.