products and there are indications that we may be able to increase our rebroadcasts of educational programmes in China.
MÁRK
RESEARCH AND MARKETING
We plan to carry out measurement surveys in China to assess the impact of Mandarin and/or Cantonese broadcasts annually throughout the Triennium. A survey to measure the success of Korean would be carried out in June 1996. In both these cases, the coverage of any survey work would depend on local circumstances.
It is now becoming possible to launch a publicity campaign in the developing areas of Eastern and Southern China. We will want to use this opportunity to promote our output in Mandarin/and the English teaching programmes. In Hong Kong we propose a major advertising campaign on commercial radio and in newspapers, in Taiwan advertising in newspapers. Throughout the region, we intend to market the BBC World Service as Educator.
Custome
TARGETS
China:
نست نال سلام
(Mandarin)
to be rated "most trustworthy" foreign station by listeners.
to achieve a regular audience of 3% to 4% in cities when first surveys become possible
(Cantonese)
to be rated "most trustworthy" foreign station by listeners to achieve a regular audience of 2% in cities by 1997 when. surveys become possible
Korea/Japan:
in cooperation with other European broadcasters, to set up a jointly run radio station in Japan and/or Korea.
to increase the sales of Topical Tapes and Transcription material
General:
to become the market leader in English teaching throughout East Asia
B-18
བྱུང 1:|:ཀྱ ཡ
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