Analysis About The Media Delivery Of Anta At CCTV-5

Analysis of the Strategy about ANTA Media Choosing in CCTV-5of2011Abstract: CCTV-5is a pioneer of TV sports media in China, it is also amedia leader to promote Chinese basketball sports with expanding itsinfluence and appeal. Since started from the creation of the brand, ANTA iscommitted to position as a professional sports brand, which is shaped by theprofessional tournament that needs the support of professional products aswell. While the professional products need the help of professional mediapromotion.ANTA is just aware of this principle in the implementation ofsports marketing advertising strategy and fond of this platform of CCTV-5,it has got millions of consumers though coupling with the promotion ofnearly one thousand outlets with the publicity of CCTV-5. In recent years,ANTA has focused on launching its advertisements on CCTV-5as a strategy.The study found that ANTA has transferred its media launching strategy in2011, except conventional advertising,sponsoring the CBA LeagueVolleyball League and The Winner Olympics and other important matches,it also expanded the strategical cooperation with CCTV-5and became oneof the cooperative partner.ANTA has laid a good foundation by the means ofcarrying out actively sports marketing.This paper aims to further understand the ANTA marketing featureswith selecting launching strategy on CCTV-5just around2011. With theachievement of launching advertisements on CCTV-5, providing a referencefor future sports brand.Analysis and research draw the following fourconclusions:1.Selecting ANTA’s advertisements milestones on CCTV-5:2.The cooperation with “CCTV-5Basketball Park”, its route of transmissionto be able to interact closely with the consumers;3.The sponsorship for international matches reflecting the ANTA’s spirit; 4.As the time goes by ANTA’s media launching strategy showing asignificant change;In this conclusion, this paper puts forward four suggestions:1.As majority young people like, ANTA should increase the spread of TVmedia;2.Developing and strengthening the existing quality of TV media;3.Continuing the grass-root cultural spirit,meeting industry channel ofconstruction direction;4.Lasting the professional brand development,breaking though ANTA brandimage, expanding brand awareness.