Preface
1.General introduction on advertisement
(1) Concept of advertisement
(2) Classification of advertisement
2. Current conditions of Chinese advertisement industry
(1) General development of Chinese advertisement industry
(2) Development of Chinese advertisement units
(3) Development in business volume of Chinese advertisement industry
(4) Advertisement personnel development in Chinese advertisement
industry
3. Development characters and trend of Chinese advertisement industry
(1) General volume and scale have formed, with optimized structure and
enhanced level in general
(2) Business volume maintains high growth and the market is facing fiercer
competition
(3) High-tech is adopted widely; advertisement making and publication
quality is definitely enhanced
(4) Faster advertisement development in eastern district that is expanding
into the western district
(5) Network advertisement challenges traditional advertisement
(6) Life materials occupy a vast majority in
advertisement input
(7) District difference in Chinese advertisement culture
(8) Initial formation of advertisement legal system and supervision system
(9) Analysis on illegal advertisement in recent years
4. Current conditions and development trend of Chinese advertisement media
(1) Number of advertisement media in China
(2) Analysis on Current conditions and development trend of Chinese
advertisement media
5. Impact of China’s accession into WTO over Chinese advertisement Industry
and measures to be adopted
(1) Impact of China’s accession into WTO over Chinese advertisement
industry
(2) Corresponding measures for Chinese advertisement industry upon
China’s accession into WTO
6. Management system and content for Chinese advertisement industry
(1) Management system and function for Chinese advertisement industry
(2) Legal system for Chinese advertisement management
(3) Management system for Chinese advertisement industry
(4) Chinese advertisement management content
7. Advertisement industry and management in Hong Kong and Taiwan
(1) Advertisement industry and management in Hong Kong Special
(2) Advertisement industry and management in Taiwan District
Appendix No.1: A Part of Law & Regulation on Advertisements in PRC
List of tables
Table 2-1-1: Summary on development of Chinese advertisement industry for 1981-
1999
Table 2-2-1: Development of advertisement companies among Chinese advertisement
units for 1990-1999
Table 2-2-2: Development of newspapers among Chinese advertisement units for
1990-1999
Table 2-2-3: Development of TV stations among Chinese advertisement units for
1990-1999
Table 2-2-4: Development of broadcasting among Chinese advertisement units for
1990-1999
Table 2-2-5: Development of magazines among Chinese advertisement units for
1990-1999
Table 2-2-6: Development of other units (including cable broadcasting) among
Chinese advertisement units for 1990-1999
Table 2-2-8: Development of advertisement units in various provinces and cities of
China for 1983-1999
Table 2-2-9: Economic composition of Chinese advertisement units for 1990-1999
Table 2-3-1: Development of business volume of specialized advertisement
companies in China for 1990-1999
Table 2-3-2: Development of business volume of newspaper advertisement in China
for 1990-1999
Table 2-3-3: Development of business volume of Chinese TV stations for 1990-1999
Table 2-3-4: Development of business volume of Chinese broadcasting stations for
1990-1999
Table 2-3-5: Development of business volume of Chinese magazine advertisement for
1990-1999
Table 2-3-6: Development of advertisement business volume of other units in China
for 1990-1999
Table 2-3-7: List of advertisement units ranking forth in advertisement business
volume for 1998 (Specialized advertisement companies)
Table 2-3-8: List of advertisement units ranking forth in advertisement business
volume for 1998 (newspapers)
Table 2-3-9: List of advertisement units ranking forth in advertisement business
volume for 1998 (TV stations)
Table 2-3-10: List of advertisement units ranking forth in advertisement business
volume for 1998 (broadcasting stations)
Table 2-3-11: Development of advertisement business volume in various provinces
and cities of China for 1995-1999
Table 2-4-1: Development of employees in Chinese advertisement companies for
1990-1999
Table 2-4-4: Development of Chinese magazine advertisement personnel for 1990-
1999
Table 2-4-5: Development of Chinese broadcasting advertisement personnel for 1990-
1999
Table 2-4-6: Development of advertisement personnel in other units of China for
1990-1999
Table 2-4-7: Development of advertisement personnel in various parts of China for
1983-1999
Table 2-4-8: Distribution of different economic compositions for Chinese
advertisement personnel for 1990-1998
Table 2-5-1: Development of advertisement input in China for 1990-1998
Table 2-5-2: Proportion in advertisement input for various industries in China for
1990-1998
Table 2-5-3: Structure of input for life materials advertisement fees for 1998
Table 2-5-4: Order of small category of newspaper advertisement inputs (first ten)
Table 2-5-5: Comparison of input for small category of newspaper advertisement for
1998
Table 3-9-1: Statistical table of illegal advertisement rate for six kinds of commodities
or service from 1996 to 1998
Table 3-9-2: Statistical table for representative rate of exposed cases for different
illegal advertisement activities
Table 4-1-1 (1): Number of advertisement media in China from 1990 to 1998 (One)
Table 4-1-1 (2): Number of advertisement media in China from 1990 to 1998 (Two)
List of diagrams
Diagram 2-1-1: Development of proportion of Chinese advertisement fees in gross national output value
Diagram 2-1-2: Development of advertisement fees for average Chinese for 1990-
1999
Diagram 2-2-1: Development of Chinese advertisement units for 1990-1999
Diagram 2-2-2: Composition (%) of experts for Chinese advertisement units for 1999
Diagram 2-2-3: District distribution of Chinese advertisement units for 1999 (%)
Diagram 2-3-1: Development of business volume of Chinese advertisement for 1990-
1999
Diagram 2-3-2: Development of advertisement business volume for average
advertisement personnel in China for 1990-1999
Diagram 2-3-3: Composition of advertisement business volume in experts for 1999
Diagram 2-3-4: Comparison of advertisement business volume per person in
speciality for 1999
Diagram 2-3-5: District distribution (%) of Chinese advertisement business volume
for 1998
Diagram 2-4-1: Development of Chinese advertisement personnel for 1990-1999
Diagram 2-4-2: Distribution of Chinese advertisement personnel in specialty for 1999
Diagram 2-4-3: Distribution of different economic composition for Chinese
advertisement personnel for 1999
Diagram 2-5-1: Development of advertisement input in production means in China
for 1990-1998
Diagram 2-5-2: Development of advertisement input in life materials in China for
1990-1998
Diagram 2-5-3: Composition of Chinese advertisement input for 1998
Diagram 2-5-4: Advertisement input in various kinds of life materials in China for
1998
Diagram 2-5-5: Ratio of advertisement fees for various kinds of life materials in
China for 1998
Diagram 2-5-6: Distribution of advertisement business volume for various kinds of
life materials by specialized advertisement companies in China for 1998
Diagram 2-5-7: Advertisement input in various life materials for Chinese newspapers
for 1998
Diagram 2-5-8: Advertisement input in various life materials for Chinese magazines
for 1998
Diagram 2-5-9: Advertisement input in various life materials for Chinese TV stations
for 1998
Diagram 2-5-10: Advertisement input in various life materials for Chinese
broadcasting for 1998
Diagram 2-5-11 : Advertisement input in various life materials for other units in
China for 1998