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去年广电总局17号令对电视媒体广告价格产生的影响在今年显现,同时今年电视媒体又进入了“改版年”,为广告价格的上涨提供了有力支撑,在宏观环境平稳向好的大环境下,电视媒体,尤其是优势电视媒体普遍对明年的广告价格上涨充满信心。而此时的广告主,却面临着双重的压力:产品市场竞争愈演愈烈,利润空间压缩;电视广告价格上涨,营销成本提高。不同的企业面对同样的市场环境、媒体环境,也会因各自不同的情况而有喜有忧。广告主与媒体之间,既是共建市场的伙伴,又是相互博弈的对手,广告主需要注意哪些因素,才能在五里迷雾般的折扣上取得最佳收获?博弈,不仅在广告主与媒体之间,在广告主与广告公司之间,而且在广告主与广告主之间。这场博弈,是一对多的策略筹谋,是从整体战略延伸到细节战术的比拼。这场博弈,又是竞争与联合相互融合的贴身角力,是智商、财商、情商一体表现的艺术。
Last year, the State Administration of Radio, Film and Television on the 17th of the impact of television advertising prices in the show this year, this year the television media has entered a “year of revision” for the advertising prices rose to provide a strong support in the macro environment, a stable environment, The television media, and especially the dominant television media, are generally confident of next year’s ad prices. At this time, advertisers, but are facing a double pressure: intensified competition in the product market, shrinking profit margins; TV advertising prices, marketing costs increase. Different enterprises face the same market environment, the media environment, but also because of their different situations and have some joy. Advertisers and the media, both to build market partners, but also the opponents of each game, advertisers need to pay attention to what factors in order to get the best results in five foggy discounts? Game, not only in advertisers and the media Between advertisers and advertising agencies, but also between advertisers and advertisers. This game is a one-to-many strategic plan, is from the overall strategy to the details of the tactical competition. This game, but also competitive and joint integration of personal wrestling, is IQ, financial business, emotional integration of art performance.