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近日,安徽影视、山东齐鲁、湖南经视、浙江教育科技等四个省级电视台地面频道,联合推出了“媒介金牛市场”的概念,将营销学中用于产品线评价的“金牛”概念,推展到广告主对重点营销区域确定和广告媒体投放战略上,这一创新颇受业界关注,特别是通过媒体机会发现市场机会的思路,对广告主的投放战略提出了新的思考。正如一位业界人士所言,“媒介金牛工程”的提出,与其说是一次营销活动,不如说是一次公益性的提示和引导,每一位广告主都不妨换个角度重新审视自己的营销目标和投放战略,看看它们是否真的适合自身发展,是否真的经济有效。为帮助广告主在了解“媒介金牛市场”概念之后,多角度地思考媒体选择和投放战略,本刊进行了系列采访,接受采访的广告主、广告公司、专家和媒体等都以各自的角度,从实践和理论上对广告投放战略提出了独到的见解。同时,广告主研究课题组也对广告主的投放战略进行了一定深度和广度的研究。本刊希望这组文章能够为广大广告主的投放战略提供一些借鉴,启发更多更深刻的思考,激发更新更有益的探索。本刊将继续关注广告主在广告投放上的新机遇、新思路、新探索,并希望广告主在中国——这一世界上的金牛市场,取得更好的营销成果。
Recently, Anhui TV, Shandong Qilu, Hunan Jingshi, Zhejiang Education Science and Technology, and four provincial TV channels have jointly launched the concept of “Media Bull Market” and used the concept of “Taurus” for product line evaluation in marketing. Promotion to advertisers’ determination of key marketing regions and advertising media placement strategy, this innovation has attracted considerable attention from the industry, especially through the media opportunities to discover market opportunities, and puts forward new thinking on advertisers’ placement strategies. As one person in the industry has said, the proposal of “Media Bull Taurus Project” is not so much a marketing campaign as it is a public welfare reminder and guidance. Every advertiser may wish to re-examine his marketing goals from another perspective. Put in strategies to see if they are really suitable for their own development and whether they are really economically effective. In order to help advertisers understand the concept of “media bull market” and multi-angle media selection and placement strategies, the magazine conducts a series of interviews. Advertisers, advertising companies, experts, and media from the interviews all have their own perspectives. From the practical and theoretical perspectives, we have provided unique insights into the advertising placement strategy. At the same time, the research group of advertisers also conducted a certain depth and breadth of research on the advertiser’s placement strategy. The magazine hopes that this group of articles can provide some references for the advertisers’ placement strategies, inspire more and more profound thoughts, and stimulate new and more beneficial explorations. The magazine will continue to pay attention to new opportunities, new ideas, and new explorations of advertisers in advertising, and hopes that advertisers will achieve better marketing results in China, the world’s gold bull market.