| Abstract | In China, media buyers have to be physically tough if they want to get the best deals, especially if they are hazarding CCTV's annual national airtime sales. Not only do everyday consumers read and watch news reports about the bidding, but they are reminded everyday about the outcome of the auction in the form of five-second, primetime advertising spots. The cumulative halo effect of winning is potentially huge. Bidding for primetime is unarguably a PR stunt in its own right in China, and multinational clients must start considering the benefits of paying outrageous sums of money to be 'king'. |
|---|
