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市场经济和传媒主宰下的广告运作,不同于过去小作坊下“酒香不怕巷子深”的传播状况,其涉及面更广,触及的环节也更多。当前广告经营部门多是从广告生产与制作角度来看待广告的经营。然而广告涉及的却是广大广告受众,所以换个视点,从受众的角度来认识广告,对于广告经营策略的制定不无裨益。从受众的角度看问题,实际上就是把广告作为一个生产与消费的完整过程去把握。这个过程就是广告客源(客户)——广告经营或制作者(生产者)——广告产品——受众(消费者)之间的互动所构成的整体市场运作。一个广告的播出
The operation of advertising under the control of the market economy and the media is different from the dissemination of “wine not afraid of the alley” under the small workshop in the past. It involves more extensive aspects and touches more links. The current advertising business mostly from advertising production and production point of view of the advertising business. However, advertising is involved in the vast majority of advertisers, so another perspective, from the perspective of the audience to understand advertising, advertising business strategy is not without merit. From the point of view of the audience, the problem is actually to grasp the advertisement as a complete process of production and consumption. This process is the overall market operation of the advertiser (customer) - the ad manager or producer (producer) - ad product - audience (consumer) interaction. A commercial broadcast