French advertising market (r)evolution

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The French television advertising market in 2010: (R)évolution ?

Axel Houri

A dissertation submitted in part fulfilment of the requirements of the Bachelor of Art with Honours in Marketing.

DUBLIN BUSINESS SCHOOL

June 2010

Acknowledgement:

I would like to thank and give my grateful: To Christian Baujard, Aurélie Fuchs and Axel Didon my interviewees for their time, their helpand their precious advices during the all realisation of this paper. To My relatives who always supported me in my studies in spite of the mattering costs that they engender. To my friends here in Dublin who shared this fabulous experience with me. To Institut Supérieur Européen de Gestion (ISEG), my French school and to the Dublin Business School, for this experience. And a special thank to myroommate Romain Fraud who supported me during this experience in Dublin and during the realization of this paper.

Thank to all people who participate to the realisation of this paper, help me at any part of the research.

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Author Declaration:

I, Axel Houri, declare that I am the sole author of this dissertation, that during this period of registered study I have not been registeredfor any other academic award or qualification, nor has any of the material been submitted wholly or partly for any other award. I have personally carried out all the work of which this is a record. The programme of study of which this is a part has been delivered by the School of Business, Dublin Business School.

Signature: Axel Houri

Date: 14th June 2010


 
 
 
 
  
 
 
 
 

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  Abstract

The announcement by the President of the French republic, on January 8th, 2008, to engage a reflection on the total deletion of the advertising on the public TV channels aroused reflections and discusses in the French broadcasting, both on the editorial location of the public broadcasting and on its financing than on the new balances to comefrom the advertising market.
  At the same time as the reform of the advertising on France Television takes place a modification of the rules of broadcasting of the advertising in France. Indeed, on the occasion of the transposition of the European directive " Services of audiovisual media" (SMA) in French law, several rules of broadcasting of the advertising on the private channels are goingto be relaxed. All these reforms take place in a structural context of change in the multimedia advertising market, marked by the progression of the channels of the DDT and the very strong growth of the advertising on the Internet. Finally, the economic slowing down of growth, who produce effects on the investments of the announcers. These structural, statutory and cyclical modifications are somany fields of uncertainties on the behaviour of the announcers and on the advertising revenue of the media.


 

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Table of Contents
ACKNOWLEDGEMENT ............................................................................................. 1 AUTHOR DECLARATION.......................................................................................... 2ABSTRACT..................................................................................................................... 3 TABLES OF CONTENTS ............................................................................................. 4 LIST OF TABLES / FIGURES ..................................................................................... 6 INTRODUCTION.......................................................................................................... 7 CHAPTER 1 : LITERATURE REVIEW .................................................................. 10 1.1 INTRODUCTION .................................................................................................. 11 1.1.1 WHAT IS ADVERTISING .................................................................. 11 1.1.2 THE TELEVISION IN THE...
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