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国家广电总局2003年9月“广播电视广告播放管理暂行办法”(又称“17号令”)的出台,逐步升高了硬版广告的价格门槛;同时,传统硬版广告在日益恶化的广告环境中(广告干扰度高,广告的收视远低于节目的收视),其传播价值越来越有待质疑。在以上两方面因素的夹击下,国际品牌客户更多在广告创意表现上或使用长版本广告,以强化广告传播效果;而更多的国内客户却已将目光转向了另一种解决模式,即策略性地使用电视媒体,并已取得了有目共睹的广告效果。
State Administration of Radio, Film and Television September 2003 “Interim Measures for the Administration of radio and television advertising playback” (also known as “Order No. 17”), and gradually raise the price threshold of hard-copy ads; the same time, the traditional hard-copy ads in deteriorating advertising environment In (high degree of interference in advertising, advertising is much lower than the viewing ratings of the program), the spread of the value of more and more to be questioned. Under the attack of the above two factors, international brand clients are more likely to use creative advertising or long version advertisements to enhance their advertising effectiveness. More and more domestic customers have already turned their attention to another solution model, that is, Use the television media strategically and have achieved ad effectiveness for all to see.