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对一种新媒体发展前景的准确判断,要有一个大前提,即他的传播覆盖是不是分众,或是精众的;他是不是在精准的传播力基础上能够拥有强大的影响力。在这个大方向之后,我们可以从媒体价值体现的四个坐标中更为具象地分析,进而判断出媒体的价值所在。在覆盖的受众上能否达到更精准。即,那些一下子就能很清楚地说出自己覆盖的到底是哪部分人群的媒体,对于广告主才是最精准的媒体,才是符合分众、精众发展规律的媒体,他最终也必将成为最具传播价值的媒体。在传播的环境上能否实现少干扰。即,只有那些能够让企业的广告发布和受众接受是在一个相对封闭,相对清静的环境中完成的媒体,对于广告主才是最可靠的媒体,才是最有可能在广告传播的基础上实现广告影响的媒体。在触媒的心态上能否使其更愉悦。如果一个媒体对受众的传播是在他们最轻松,最愉悦,最闲适,最集中的状态下进行,那么受众对这个媒体广告传播的接受就能够是积极性的,主动性的,甚至是欣赏性。这样一来,广告的传播就拥有了很大的接受度和很强的渗透力,就为媒体的影响力和行销力奠定了一个坚实的基础。在触媒的时间和频次上能否做到更持久。一个好媒体所覆盖的受众不应具有很大的流动性,不然,在广告内容的阐述上,在广告创意的表现上,在广告传播的效果上,都会因受到很大的局限而事倍功半。□——活跃传媒集团董事长兼CEO张博涵
One of the major prerequisites for an accurate judgment of the development prospect of a new media is whether his communication coverage is high or not; whether he can have a strong influence based on accurate communication. After this general direction, we can analyze more vividly from the four coordinates of the media value and judge the value of the media. Whether the coverage of the audience can achieve more accurate. That is, those who can clearly tell what part of their coverage of the crowd in the end the media, for advertisers is the most accurate media, is in line with the audience, the rule of mass development of the media, he eventually will Become the most valuable media. In the environment of communication can achieve less interference. That is, only those media that enable the advertising and acceptance of the business in a relatively closed and relatively quiet environment are the most reliable media for advertisers and are most likely to be implemented on the basis of advertising Media affected by advertising. In the catalyst mentality can make it more pleasant. If a media spread to the audience in their easiest, most enjoyable, comfortable, most concentrated state, then the audience’s acceptance of the media advertising can be positive, proactive, or even enjoy the sex. As a result, the spread of advertising has a great acceptance and strong penetration, the media influence and marketing efforts has laid a solid foundation. In the catalyst time and frequency can be more durable. A good media coverage of the audience should not have a lot of liquidity, otherwise, in terms of advertising content, advertising creative performance, in the effectiveness of advertising, will be greatly limited due to much less. □ - Zhang Bohan, Chairman and CEO of Active Media Group