As a novice who has just been initiated into a major multinational company, the fact that I have performed so well in its elite team is totally inseparable from my well-preparedness—prior to my employment, I had the experience of doing nearly one years’ internship at Ogilvy & Mather Advertising (O&M) Beijing office. As the Top 1 advertising company in China, O&M offers undergraduates very limited opportunities for internship and potential interns must compete against each other fiercely to win the opportunity. As a junior, I passed several rounds of competitive screening tests and became the only student in my class to be accepted by O&M as an intern. My internship was conducted at O & M’s Knowledge Center, an individual department responsible for providing best practice and market research to support the whole O&M Group—including advertising, public relations, interactive, direct marketing and promotion. My responsibilities is to collect and summarized the market information of specific industries such as e-business and FMCG. By exchanging with various departments of my company, I developed a comprehensive understanding of each step in the integrated marketing communication. Meanwhile, I also improved my ability of communication with the staff of the Customers Service Department. I came to be seriously interested in the psychology of target audience and the consumption differences determined by cultural and economic differences. In order to probe into how advertising appeals to the inner impulse of the recipient, I made extensive research concerning the consumption behavior by using P & G as a case study. With the support of extensive research, I carried out special case study concerning the website construction of P & G and my research findings became a standard part of O & M’s training program. They also provided information support for O & M’s Interactivity Department when constructing the Unilever Website.

It can be asserted that in terms of my employment I have been doing some relatively successful work, especially in view of the fact that it has not been long since I graduated. But this tentative success can by no means serve as a basis for self-complacency. As a result of my nearly one year’s internship at a major international advertising company and nearly one year’s work experience at a major international media company, I have evolved new and more profound understandings of the art of advertising and the science of communications. In addition, I have started to develop a serious research interest in the specialty of my undergr

aduate program.

My experience of media work has clearly shown me that, apart from a good idea, a successful advertisement cannot be separated from a well-coordinated advertising campaign. With the development of media mix and the popularization of Integrated marketing communication，the science of advertising is growing into an applied science. This poses increasingly high requirements on the advertising people in terms of their knowledge and research capacity. To be specific, with the revolution in information technology and the development of interactive function of the Internet, the mode of communication has been dramatically changed, which has created new approaches for the effective expression and communication of information. This subject itself constitutes a new field of research. On the other hand, the recipient, surround by media, becomes increasingly dependent on media information. Therefore, mass media bears the responsibility of influencing a society’s value, providing cultural guidance, and strengthening people’s faith. The extensive survey concerning media effect I have carried out has aroused my serious scholarly interest in focusing on media effect as my research field. I am interested in studying how to influence the target audience most effectively through scientific methods so that positive impacts can be produced on social development and people’s ideas. In China where mass communication is under strict government control, the research of mass communication is rather limited, lagging seriously behind the rapid development of mass media and the important role it is to play in the social life under the context of globalization. Motivated by this, I am convinced that a Ph. D. program in IMC is the best way for me to develop in an accomplished research in media studies.liuxuepaper.com