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8月份,一位媒介总监曾对我说,今年淡季更淡,媒介市场激烈之竞争溢于言表。在中国媒介市场复杂状况下,我们能从数据中再现什么?《中国广告》品牌媒介广告投放评介指数体现了媒介守望者的忠实度与连续性,我们正在形成对中国市场广告投放具有公信力的洞察,总指数从2005年6月861点上升到7月的1044点,具有市场发言权的TOP15个超级品牌在向常规投放说NO,在中国广告市场上,媒介投放的现实操作(媒介策划与购买人员所能抓住的表象)与现实本身(我们都想去追寻的全部事实本身)都在期待更多更新的发现。季节在变,本月投放总量也在上升,投放TOP15个超级品牌有近半轮换,日用化妆、通讯、药品等是投放大户,增长迅速的户外广告投放前五位都是通讯业品牌,玉兰油品牌投放更体现了其策略性……凡此种种,都是本月的看点,也是对中国市场广告投放数据的点滴解读。市场变化其实就是一个品牌逐渐被理解和促进的过程,从某种意义上可知,品牌媒介投放体现了缤纷市场的下一个焦点凸现,明确着市场的前进方向。
In August, a media director once told me that the off-season is even lighter this year, and the fierce competition in the media market is palpable. What can we reproduce from the data in the complex situation of the Chinese media market? The “China Advertising” brand media advertising index shows the loyalty and continuity of the media watchman and we are forming a credible insight into the advertising of the Chinese market , The total index rose from 861 points in June 2005 to 1044 points in July, and the top 15 supermarkets with the market say NO in the routine delivery. The actual operation of the media delivery in China’s advertising market (media planning and purchasing The appearance that people can seize) and the reality itself (the whole truth that we all want to pursue) are looking forward to more and more new discoveries. The season is changing, the total volume of delivery this month is also rising, put TOP15 super brand has nearly half rotation, daily make-up, communications, medicines and so on are big players, the rapid growth of outdoor advertising are the top five communications brands, Olay brand delivery more reflects its strategic ... ... All these are the highlights of this month, but also on the Chinese market advertising data bit by bit interpretation. In fact, the market changes are the process by which a brand is gradually being understood and promoted. In a sense, the brand media launch reflects the next focus of the colorful market and clarifies the direction of the market.