论文部分内容阅读
随着媒体在广告市场活动中的角色逐步由“坐商”向“行商”转变,各媒体都在广告营销的诸多环节中不断探索,有经验也有教训。经过这些年媒体广告市场的竞争和发展,已经积累了相当丰富的实战案例,但是一直没有形成一套系统相对完整的媒体广告营销体系,从理论的角度对丰富多彩的实践活动进行总结和指导。本文应对业界的这种市场现状,从媒体广告营销的环境入手,按照现代市场营销学的研究规律,尝试建立现代媒体广告营销科学合理的运作体系。
As the role of the media in the advertising market gradually changes from “merchants” to “merchants”, each media constantly explores in many aspects of advertising and marketing, and experiences and lessons have also been learned. After years of competition and development in the media advertising market, it has accumulated quite a lot of actual combat cases, but has not formed a relatively complete set of media advertising marketing system. From a theoretical point of view, it summarizes and guides the rich and varied practice activities. This article should deal with the current situation of the industry in this market, starting from the media advertising marketing environment, in accordance with the laws of modern marketing research, try to establish a modern media advertising marketing a scientific and rational operation system.