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广告招标是一种预售方式,也是一种销售活动及定价方式。从1994年至今,央视的广告招标已成功开展了20多届,备受业界关注,参与招标的企业涉及各个行业,广告投放行为日趋理性。在央视的示范作用下,广告招标活动逐渐被越来越多的电视台接受,湖南卫视、东方卫视、浙江卫视、江苏卫视等纷纷加入这一阵营,使得这种特殊的广告销售手段演变为常规的广告营销模式。不过,近些年来,随着网络信息技术的迅猛发展,
Advertising bidding is a pre-sale method, but also a sales activity and pricing method. Since 1994, CCTV’s advertising bidding has been successfully carried out for more than 20 sessions, attracting much industry attention. Enterprises participating in the bid invitation have been involved in various industries and advertising has become increasingly rational. Under the demonstration of CCTV, the advertising bidding activities are gradually accepted by more and more television stations. Hunan Satellite TV, Oriental Satellite TV, Zhejiang Satellite TV and Jiangsu Satellite TV have all joined this camp to make such special advertising sales methods become conventional Advertising marketing model. However, in recent years, with the rapid development of network information technology,