Introduction

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摇摆女郎- Pink Lady 2: Case History I (cont’d) Result: • Agency introduced CITV to developed 10 in-program branding proposals for drama called Pink Lady 2 (PL2) from which 6 Marvelon scenes to appear within 26 episodes to be aired on CCTV8 with nationwide coverage. Each segment to mention Marvelon website, cycle control and general skin condition. • CITV informed 1 year production lead time & additional 6 months to 1 year for actual airing of PL2. Slow approval process of story boards increased lead time substantially. It was indicated for shooting to commence in March 2004 and first day of broadcast end of 2004 to Feb. 2005. • Client requested campaign planning period to start in 2004. Agency to source alternative programming within the requested planning period. • Once story boards of entire drama were approved CITV opted to use all existing story boards inclusive of Marvelon scenes rather than create new material. As a result a Marvelon scene was included in PL2 and aired nationwide on Dec. 2005 on CCTV8 free of charge reaching a potential of over 1 billion viewers. • Verdict: “The exposure in the program was excellent and unexpected. The agency helped us very much with making the first contacts and preparing the story boards.” Herman Schwietert Marketing & Sales Director Akzo Nobel/Organon
大話愛情-About Love - set
Page 3 and 4: Introduction • Research Conducted
Page 5 and 6: Media Productions in China 1994-200
Page 7: 摇摆女郎-Pink Lady 2: Case Hist
Page 11 and 12: 大話愛情-About Love : Case Hist
Page 13 and 14: 心灵花园- Murmur of Life : Case
Page 15 and 16: Branding Campaign Cost-Effectivenes
Page 17 and 18: Co-Productions & Distribution • A
Page 19 and 20: Distribution Little Rascals - Testi
Page 21 and 22: Fashion Productions: World Travel F
Page 29 and 30: Event Marketing: SIMC 2005
Page 31 and 32: Event Marketing: Ascend - Testimoni
Page 33 and 34: Event Marketing: China Cosmopolitan
Page 35 and 36: Media Buying: VNU Huanan Trade Fair
Page 37 and 38: Media Buying: Meelunie Windmill - C
Page 39 and 40: Media Buying: Campina- Case History
Page 41 and 42: Media Buying: P&G - Case History 19
Page 43 and 44: Media Buying: VNU Pet Fair - Case H
Page 45 and 46: Media Buying: SHICC - Case History

Introduction

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