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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, the four provincial-level TV terrestrial channels such as Anhui Film and Television, Shandong Qilu, Hunan TV and Zhejiang Education Science and Technology jointly launched the concept of “Media Taurus Market”, the concept of “Taurus” used in product line evaluation in marketing research, Promoted to advertisers focus on the marketing area to determine and advertising media delivery strategy, this innovation is quite concerned about the industry, especially through media opportunities to find market opportunities ideas, advertising strategy put forward new thinking. As one industry official said, “Media Taurus Project” is not so much a marketing campaign as a public welfare reminder and guidance. Each advertiser may wish to re-examine their own marketing objectives and Launch strategies to see if they really fit their own development and are really cost-effective. In order to help advertisers understand the concept of “Media Taurus Market” and think about the media selection and delivery strategies in a multi-angle manner, we conducted a series of interviews with advertisers, advertising agencies, experts and media interviewed from different angles. From practice and theory of advertising strategy put forward a unique view. At the same time, advertisers research group also conducted a certain depth and breadth of advertising strategy for advertisers. This article hopes that this group of articles can provide some reference for the advertisers’ delivery strategy, inspire more and more profound thinking and stimulate newer and more beneficial exploration. The magazine will continue to pay attention to advertisers in advertising on the new opportunities, new ideas, new exploration, and hope that advertisers in China - the world Taurus market, get better marketing results.