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尽管人们理论上都承认传媒市场调研的重要性和必要性,但在现阶段.多数传媒的决策者并未充分理解和使用传媒市场调研。这些决策者就像在雨夜带着黑墨镜的司机,驾驶着一辆没有挡风玻璃和雨刷的汽车在高速公路上全速行驶。如果道路笔直并且没有竞争者闯入他们的路线,凭着驾驶经验和他们对于路面情况的朦胧一瞥,尚可保持“正常”前进而不致翻车。但是,一旦路况
Although people theoretically recognize the importance and necessity of media market research, most media policymakers do not fully understand and use media market research at this stage. These decision makers are like drivers with dark sunglasses in the rainy night driving a speedy car on a highway without a windshield and wiper. If the road is straight and no competitor breaks into their route, with the driving experience and their fainter glances over the pavement, “normal” progress can be maintained without turning over. However, once the road conditions