论文部分内容阅读
CCTV发展研究中心黎斌、李蕾、邢静在2013年第6期《南方电视学刊》刊文,认为传统电视产业经营亟待全面升级。首先,电视广告市场被蚕食,网络广告登上舞台。以互联网广告为代表的数字广告已成为仅次于电视广告的第二大收入来源。网络广告弥补电视广告的短板,成为广告主的“新欢”。广告主看中的不仅是互联网的传播能力、传播速度和传播范围,更重要的是网络广告的表现形式多样,可以实现精准投放,且与受众有着良好的互动性,能够建立全面的广告营销数据库等。其次,电视
CCTV Development Research Center, Li Bin, Li Lei, and Xing Jing published an article in the 6th issue of the Southern TV Academic Journal in 2013, which considered that the traditional TV industry needs to be fully upgraded. First, the TV advertising market was eroded and online advertising was on the stage. Digital advertising represented by Internet advertising has become the second largest source of income after TV advertising. Online advertising makes up for the shortcomings of television advertising and becomes the advertiser’s “new love”. Advertisers see not only the Internet’s ability to spread, the speed of dissemination, and the scope of dissemination, but more importantly, they have a variety of forms of online advertising, can achieve accurate delivery, and have a good interaction with the audience, and can establish a comprehensive advertising marketing database. Wait. Second, television