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“西部黄金卫视”与“央视西部频道”争夺市场份额的帷幕刚刚拉开,编者便收到两篇探讨区域卫视传播价值的稿件。这仅仅是一种“巧合”?一篇从媒体研究的角度深入剖析,另一篇则从媒体策划的角度展开论述,而文章的论点竞不谋而合。那么,“区域强势媒体+地方媒体”这一投放模式真的可以为广告主带来更加有效的回报吗?作为一种中国媒介广告投放的全新策略,它还有待于客观事实的验证;对广告主而言,重要的却是如何不再轻易地浪费掉那“另一半的广告费”。
The curtain on the battle for market share between “Western Golden Satellite TV” and “CCTV Western Channel” has just started, and the editors received two articles discussing the value of regional satellite TV broadcasting. Is this merely a “coincidence”? One is an in-depth analysis from a media research perspective, and the other is an elaboration from a media planning perspective. So, “regional strong media + local media,” This mode of delivery can really bring more effective return for advertisers it? As a new strategy of China’s media ads, it has yet to be objectively verified; the advertising The main thing is how important it is not to waste the “other half of the advertising costs.”