论文部分内容阅读
作为传统大众媒体,今天的广播与其他传统媒体一样,在广告市场上也正在面临着一个艰难的挑战:新媒体带来的精准和互动营销。作为传统大众媒体的广播,若能破解规模和精准的矛盾,必将成为非常具有竞争力的媒体。中央人民广播电台的广告经营者正在结合广播不同于其他大众媒体的个性化特点,在实践中探索着如何利用新媒体的特性逐步建立完善规模中的精准营销和整合营销的创新模式,从而提升媒体营销力和市场竞争力。广播广告可实现精准和互动广告精准和互动投放的实质是:对广告主和受众需求及产品利益点能够做到精准把握和细分,同时准确、及时、高效地应对这些需求。这里体现两个维度:一是在需求维度上对需求的细分;二是在时间维
As a traditional mass media, today’s broadcast, like other traditional media, is also facing a difficult challenge in the advertising market: precise and interactive marketing by new media. As a broadcast of the traditional mass media, it will surely become a very competitive media if it can solve the contradiction between scale and precision. CNN’s advertising operators are combining the personalized features of broadcasting different from other mass media and exploring in practice how to make use of the characteristics of new media to gradually establish and innovate innovative models of precision marketing and integrated marketing in the scale so as to enhance the media Marketing power and market competitiveness. The essence of radio advertising for precise and interactive delivery of accurate and interactive advertising is the ability to pinpoint and segment advertiser and audience needs and product benefits while accurately, timely and efficiently responding to those needs. Here are two dimensions: First, the demand dimension of the breakdown of demand; Second, in the time dimension