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在全渠道环境下,电视媒体的广告经营应当秉持编播策略置换存量资源、技术突破寻求增量资源两种思路,基于信息技术的进步努力引入定向广告等新型广告形式,并根据市场地位和竞争战略上的差异,针对不同的广告主采取不同的广告经营策略。当市场上存在占据支配地位的广告主时,倾向效应强于放松效应,电视媒体的广告经营策略应以定向广告为主,反之则以传统广告为主。当面对实行低成本战略的广告主时,基于知晓效应的销售型广告会更有效;而面对实行差异化战略的广告主时,基于说服效应的品牌型广告更能够转化为品牌资产,提升企业价值。
In the omnichannel environment, the advertising operation of the TV media should uphold the strategy of replacing existing stocks with the strategy of editing and broadcasting, and seek for incremental resources through technological breakthroughs. Based on the advancement of information technology, it is necessary to introduce new forms of advertising such as targeted advertising. According to market position and competition Strategic differences, different advertisers to adopt different advertising strategy. When dominant advertisers exist on the market, the propensity effect is stronger than the easing effect. The advertising tactics of the TV media should mainly be targeted advertising, while the other is based on traditional advertising. In the face of advertisers who implement low-cost strategy, sales-based advertising based on awareness effect will be more effective. When facing advertisers with different strategies, brand-based advertising based on persuasion effect can be more transformed into brand equity and promotion Corporation value.