论文部分内容阅读
当前,我国的媒介产品线除了收视率之外,可以用于科学评估频道、栏目、企业的媒介计划、广告效果的数据严重不足。由于媒体环境日趋混杂,各行业的同类品牌众多,广告投放扎堆,几年前500个收视点可以达到的知名度、广告效果,可能今天买1000个收视点都未必能实现。单纯依靠收视率、根据过去的数据进行预估的媒介作业方式,已经捉襟见肘,无法保证广告投放的有效性。有鉴于此,央视市场研究公司媒介策略研究部,近年来不断开发、完善出一系列较为成熟的媒介研究产品：节目满意度、频道竞争力、频道覆盖率、品牌成长与电视广告效果评估系统,与传媒各界一道关注媒体品质、关注品牌成长、关注变动中的媒体与广告市场。在此,特将2005年度的最新数据予以发布,以飨读者。
At present, in addition to the ratings, the media product line in China can be used to scientifically evaluate the media programs of channels, sections and enterprises, and there is a serious shortage of data on the effectiveness of advertising. As the media environment is becoming more and more complicated, there are many similar brands in various industries and numerous advertisements are put in place. The reputation and advertising effectiveness that 500 viewing points can achieve a few years ago may not be able to achieve the 1,000-viewing point purchase today. Rely on the ratings, based on past data to estimate the media practices, has been stretched, can not guarantee the effectiveness of advertising. In view of this, CCTV Market Research Corporation Media Strategy Research Department, in recent years continue to develop and perfect a series of more mature media research products: program satisfaction, channel competitiveness, channel coverage, brand growth and television advertising effectiveness evaluation system, We should pay close attention to the media quality together with all walks of life in the media, pay attention to the brand growth, and focus on the changing media and advertising market. Here, the latest data of 2005 will be released to readers.