论文部分内容阅读
六七月里,电视媒体业务负责人东奔西走,到处打听,“怎么五六七月订单少了这么多?”慢慢才知道,不单自己,绝大部分电视媒体,代理商,全国,整个市场都是淡,淡得超过以往,淡得让人窒息。开始担心今年的任务该怎样完成了。大家不禁在问:“客户预算到哪里去了?”看尼尔森的检测报告,广告业花费还是全国山河一片红。所有媒体花费升幅(剔除每年新增监测部分)2003年比2002年:+38%2004年比2003年:+26%2005年1—4月比2004年同期:+22%清楚看到一片红,可增幅在减少,更为重要的是,大家知道,因为市场环境原因,监测公司监控的只能是媒体发布的刊例价,不足以说明实情。一次次与部分广告主,媒体,代理商沟通,不断去收集意见与验证,慢慢头脑里产生一个观点:今年的淡季更淡决不简单;市场供求在悄然改变,在算历史的账,而原因是综合的,厚积薄发的;新增的市场蛋糕满足不了媒体新增的胃口。
In June and July, the head of the television media business went all out and went everywhere to find out how many fewer orders were made in May or June July. “It was only slowly learned that not only the vast majority of the television media, agencies, Throughout the country, the entire market is light, light more than in the past, light suffocating. Began to worry about how this year’s mission was completed. We can not help but ask: ”where the customer budget went?" Nelson’s test report to see the advertising industry spending is still a mountain of red. All Media Spending Increase (Excluding New Monitoring Section Per Year) 2003 to 2002: + 38% 2004 to 2003: + 26% January to April 2005 over the same period of 2004: + 22% We clearly see a red, However, more importantly, we all know that because of the market environment, monitoring company monitoring can only be published in the media. It is not enough to explain the truth. Time and again with some advertisers, media, agents communicate, continue to collect opinions and verification, and slowly produce a point of view in mind: This year’s off-season more light is not simple; market supply and demand are quietly changing, in the history of accounting, and The reason is comprehensive, generous; the new market cake can not meet the new media appetite.