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电视广告资源如何创新,是当前电视广告经营者急需解决的问题。中央电视台2004年底组建了跨部门的“媒体资源创新研发”项目组,主要工作是针对客户需求,以节目和广告资源为依托,不断创新广告投放策略和广告形式,为客户提供更具传播价值、更有针对性的服务。比较央视的做法,各地方电视台在广告资源创新意识上应该说早有萌动,只是没有形成一种惯常的思路和持久的行为,抑或受到机制的限制,没有
How to innovate the TV advertisement resources is a problem urgently needed by TV advertisement operators. At the end of 2004, CCTV set up an inter-departmental “Media Resource Innovative Research and Development” project team. The main task of the project is to provide customers with more dissemination value and advertising strategies based on customer needs, relying on programs and advertising resources, More targeted service. Comparison of the practice of CCTV, the local television stations in the sense of innovation in advertising resources should have said that there has been sprouting, but did not form a habit of thinking and lasting behavior, or by the mechanism of the restrictions, there is no