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随着电视广告的经营变得越来越重要,广告经营人员身上的压力也是越来越大,工作也是越来越难。因为:第一,电视广告经营的任务变得越来越重。电视广告的市场和政策环境变得越来越严峻,特别是自2000年以来,由于一些政策因素的影响,如2%的限额、禁止处方药做广告等,以及诸如家电、IT 等以前广告投入比较大的行业现在却普遍面临困难,因此,电视媒体的广告收入增速明显减缓:2001年以来,整个电视广告业的经营状况更是进一步严峻。我们的广告创收任务越来越重。近年来有线与无线合并、电视台各项事业的急速发展,都需要大量的资金来支持,这些资金几乎完全来自于广告经营的收入,因此各台广告部的创收指标年年都在以很大比例增加。我们希望能给我们的广告部主任们松松梆、减减压,但我们却无法做到,我们必须面对广告任务不断增加的现实。而且目前我们还基本上是处于广告部门单兵作战的状态,还缺乏对广告经营所需的各项资源进行整合的机制。
As TV commercials become more and more important, the pressure on advertising operators is also growing and their work harder and harder. Because: First, the task of television advertising to become more and more important. The market and policy environment for television advertising have become more and more serious. In particular, since 2000, due to some policy factors such as the 2% quota, prohibition of the advertisement of prescription drugs, etc., as well as comparison of previous advertising investment such as home appliances and IT Large industries are now generally faced with difficulties, therefore, television media advertising revenue growth slowed significantly: Since 2001, the entire television advertising industry is even more grim. Our advertising revenue task is getting heavier and heavier. In recent years, wired and wireless mergers, the rapid development of all television stations need a lot of money to support these funds almost entirely from the advertising business income, so each advertising department’s revenue-generating targets every year in a large proportion increase. We hope to give our director of advertising loose, reduce pressure, but we can not do, we must face the reality of increasing advertising tasks. And at the moment we are basically in a state of solo combat in the advertising department, and we lack a mechanism to integrate the resources required for advertising.