论文部分内容阅读
在美国,电视广告发布量占媒体广告的五分之一。调查资料表明,57.76%的美国观众认为电视广告最可靠,81%的观众认为电视广告最有说服力。1993年美国电视广告费为306亿美元,比1992年的294.09亿美元增加4%。一、电视广告模式的更新1、广告联播近两年来,独特的电视广告方式——联播广告得到广泛的采用。这一方法的本质在于:广告主为“猎取”观众,在不同频道,包括有线电视频道购买同一时刻的电视时间,插播广告联播。这样,就会提高“猎取”观众观看广告的概率:即使观众改换频道,同一广告仍在播放。围绕一个商业主题还可以制作几十种电视广告。比如,1992年底,通用汽车公司为新型汽车开展广告宣传活动时,委托李奥·贝纳广告公司为《老牌》汽车制作了125种广告。在制
In the United States, television advertising accounts for one-fifth of media advertising. According to survey data, 57.76% of American viewers believe TV advertising is the most reliable and 81% of viewers believe TV advertising is the most convincing. In 1993, the U.S. television advertising cost was 30.6 billion U.S. dollars, which was 4% more than the 29.949 billion U.S. dollars in 1992. First, the update of television advertising model 1, advertising simulcast In the past two years, the unique way of television advertising - simulcast ads have been widely used. The essence of this method is that advertisers are “hunting for” viewers, buying television at the same moment on different channels, including cable television channels, and broadcasting in-stream advertisements. This will increase the probability of viewers watching the advertisement: even if the audience changes channels, the same advertisement is still playing. Dozens of TV commercials can also be produced around a business theme. For example, when GM launched an advertising campaign for new cars at the end of 1992, it commissioned Leo Burner Advertising Company to produce 125 ads for “old” cars. In the system