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近年来,新媒体快速兴起造成了观众注意力逐步碎片化,对电视媒体造成一定冲击,人均收看时长略有下降。尽管如此,电视媒体凭借其强大的聚合和放大的传播效应,仍然具有强势的影响力,广告主对于电视媒体依然情有独钟,在营销工具选择上,电视媒体仍是首选。在电视媒体内部,优质资源的稀缺性加速了媒体之间“马太效应”显现。品牌媒体大覆盖、权威性及公信力等大公共平台传播特点为企业品牌传播保驾护航,得到广告主的普遍认可。
In recent years, the rapid rise of new media has caused the audience’s attention to be gradually fragmented, causing a certain impact on the television media with a slight decrease in per capita watching duration. Despite this, the television media, with its powerful syndication and amplification, still has a strong influence. Advertisers still enjoy a soft spot for the television media. Television media is still the preferred choice in terms of marketing tools. Within the television media, the scarcity of high-quality resources has accelerated the appearance of “Matthew Effect” among the media. Large coverage of brand media, authority and credibility of the public platform for the spread of the characteristics of the spread of brand-name escort, advertisers generally recognized.