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2004年9月2日,来自中央电视台广告部的代表与传立媒介以及联合利华,福特汽车等国际品牌的高层代表济济一堂,举行传立媒介与央视论坛——新的角度透视央视的传播价值研讨活动。论坛进行了长达5个小时的互动交流,共同探讨中国本土市场媒介特色,并对中央电视台的广告价值进行了重新评估。本次交流活动是在中央电视台广告部和传立媒介大力推动下促成的。在交流活动中,传立媒介的主要客户联合利华、福特汽车、百事可乐、耐克、柯达、肯德基、福临门等多家匡际品牌的媒介高层到达。在研讨会上,中央电视台广经中心副主任兼广告部主任郭振玺向与会嘉宾分享了2004雅典奥运期间中央电视台收视情况,并详细介绍了中央电视台的节目及广告经营状况。央视市场研究公司媒介总监袁方博士也应邀参加了研讨并作了主题发言,对中国媒介市场的格局及特点进行了细致的分析,并对央视一套节目改版进行了价值评估。联合利华媒介总监周博也进行了主题发言,他在发言中认为国际品牌应该重新认识中央电视台的传播价值,他指出中央电视台不仅仅是一个品牌型的全国频道,同时在区域市场上也具备足够的传播优势,而中央电视台的附加价值更是不可低估。
On September 2, 2004, representatives from the advertising department of CCTV, together with representatives of Chuan Li Media and other international brands such as Unilever and Ford Motor Co., held a forum of Chimeric Media and CCTV - a new perspective on the spread of CCTV’s value Seminar. The Forum conducted a five-hour interactive exchange to discuss the media characteristics of the Chinese domestic market and re-evaluated the advertising value of CCTV. This exchange activity was promoted by the advertising department of CCTV and the mass media. In the exchange activities, the major customers of Chuanli Media arrived at the top of media such as Unilever, Ford Motor Company, PepsiCo, Nike, Kodak, KFC, Fulinmen and many other international brands. During the seminar, Guo Zhenxi, deputy director and director of advertising at the CCTV’s Center for Broadcasting and Television, shared with CCTV guests about the CCTV ratings during the 2004 Athens Olympic Games and gave a detailed introduction of CCTV’s programs and advertising operations. Dr. Yuan Fang, media director of CCTV Market Research Company, was also invited to participate in the seminar and gave a keynote speech. He conducted a detailed analysis of the pattern and characteristics of the Chinese media market and conducted a value assessment on the revision of a CCTV program. Zhou Bo, director of media at Unilever, also made a keynote speech in which he said that international brands should re-understand the broadcasting value of CCTV. He pointed out that CCTV is not only a branded national channel, but also has a regional market Adequate dissemination of advantages, while the added value of CCTV can not be underestimated.