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“有奖收听”是中央人民广播电台广告部与企业合作进行的以奖金回报吸引听众参与竞答企业产品和服务信息一种广告形式,它与一般常规广告形式的区别在于:信息较大、播出密度较高。有奖收听这种广告形式在中央台已举办多年,实践表明,在现阶段仍是中央广播吸引听众参与,加深媒体、企业和听众间互动,让企业信息快速直达的一种有效方式。
“Prize-listening” is a form of advertising conducted by the Central People’s Broadcasting Department’s advertising department in cooperation with enterprises in order to attract the audience to participate in the bidding for the products and services of the enterprises, which is different from the general form of regular advertisements. The difference is that the information is larger and the information is broadcast High density. The award-winning format of this advertisement has been held in CCTV for many years. Practice shows that it is still an effective way for Central Radio to attract listeners to participate and deepen the interaction between media, enterprises and audiences at this stage, so that the enterprise information can be quickly and directly communicated.