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在面对央视、省级卫视和新媒体对受众和广告分流的多重挑战下,城市电视台如何做好广告投放与经营,保住自身发展的经济命脉,在夹缝中求生存,是摆在城市电视台广告决策者面前最重要的难题。本文以盐城电视台为例,对其广告投放的现状和问题进行分析,在此基础上提出了发挥地缘优势,构建本土化频道特色;形成区域媒体,化零为整;调整广告编排,优化广告环境;建立项目定制机制,实现差异化竞争等四个方面的策略。
Faced with the multiple challenges faced by CCTV, provincial TV, and new media in diverting audiences and advertisements, how can city TV stations do a good job in advertising and operation, keep their own economic lifeline in development, and survive in the cracks, it is placed in the advertisements of urban TV stations. The most important problem facing the decision makers. This article takes Yancheng TV station as an example to analyze the status quo and problems of its advertising. Based on this, it proposes to exert geographical advantages, build localized channel features, form regional media, and zero-adjust; adjust advertisement layout and optimize advertising environment. The establishment of a project customization mechanism to achieve differentiated competition and other four aspects of the strategy.