国际品牌对于媒介投放策略的制定是非常理性的,在大量数据的基础上,通过对覆盖率,千人成本(CPM),有效到达率等量化指标的优化评价体系进行严格的评估。由于中国消费币场和媒介市场的特殊性,国际品牌的媒介评估体系也经历了一个发展成熟的过程,近年开始重新认定中国电视媒体的品牌传播价值与影响力。近两年来,我们大家都能注意到,很多国际品牌在努力改变自己在中国市场的媒体投放策略,把战略重点向中央电视台转移,这是一个重要的信号。2004年,多个国 International brands are very rational in formulating media delivery strategy. Based on a large amount of data, the international brand is evaluated rigorously by means of an optimized evaluation system of quantitative indicators such as coverage ratio, cost per thousand (CPM) and effective arrival rate. Due to the particularity of China’s consumer currency market and media market, the media evaluation system of international brands has also undergone a maturing process. In recent years, it has re-established the brand communication value and influence of the Chinese television media. In the past two years, we all can notice that many international brands are trying hard to change their media coverage strategy in the Chinese market and shift their strategic focus to CCTV. This is an important signal. In 2004, many countries