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市场经济环境下,传媒从单向传播转变为双向互动,比以往任何时候都更加重视受众的感受和体验。借鉴整合营销理论,有利于促使传媒加强与受众、广告商的沟通,有利于充分调动各种资源服务于经营,从而更持久、更大程度地创造效益。随着《广播电视广告播放管理暂行办法》的实施,广播电视媒体和广告商在遭遇黄金时段广告“瘦身”后会面临什么样的机遇和挑战?用经济学的理论分析这一“瘦身”政策对广播电视媒体节目(包括广告)的经营及广告商的广告运作带来的影响,将有助于指导其业务活动。
Under the market economy environment, the media has changed from one-way communication to two-way interaction, paying more attention to audience’s feelings and experiences than ever before. Reference to the theory of integrated marketing is conducive to promoting the media to enhance communication with the audience and advertisers, which is conducive to fully mobilizing all kinds of resources to serve the business so as to create more lasting and greater benefits. With the implementation of the Interim Measures for the Administration of the Broadcasting of Radio and Television Ads, what opportunities and challenges will the radio and television media and advertisers face when they encounter the golden age of advertising? The theory of economics analyzes this “ The impact of the ”downsizing" policy on the operation of radio and television media programs (including advertising) and the advertising of advertisers will help guide their business activities.