基于分众传播的企业广告媒体选择策略

社会经济的快速发展,使得人们的生活水平不断提高,思维模式也摆脱了束缚,对于传统的广告已经不屑一顾。企业要想适应时代发展潮流,就必须从自身作出改变。新媒体传播时代广告被浪费,促使大部分企业承受着苦恼。由于精挑细选的受众,对于广告的需求更加挑剔,企业使用的与大众传播方式相适应的粗放性广告投放策略已经难以适应时代发展需求。本文基于分中传播的企业广告媒体选择展开研究与讨论,阐述了我国企业广告投放与媒体选择的现状。在分众传播理念下,进一步提高广告投放效率,对于广告的科学选择投放进行了分析与研究。     

挖掘电视媒体覆盖率的潜在价值

对广告主来说,由于受众差异、调查方法等原因,电视媒体的覆盖率、收视率并不等于实际的广告价值,如何在数据中挤掉这些水份？广告主又需要怎样的数据调查？[编者按]     

2009北京公交移动电视受众特征及环境特性研究

2009年,华视传媒联合中国人民大学新闻学院,针对北京公交移动电视媒体的环境特性进行专项研究。该研究从受众的搭乘形态、媒介接触习惯、节目内容需求及广告传播效果出发,对当前公交移动电视媒体的价值进行了深入分析。     

电视编辑应增强主体意识和受众意识

融媒体环境下,电视媒体的发展对编辑人员的主体意识和受众意识提出了更高的要求。本文在概述电视编辑主体意识与受众意识的基础上,分析当前电视编辑在主体意识与受众意识上存在的问题,并有针对性地提出增强主体意识与受众意识的有效策略。     

电视广告投放的艺术

报纸、电视、杂志、广播并称为当今世界四大媒体，也是广告传播的四大载体，尤其电视媒体，因其集声音、图象、形态、动感于一体，对受众的文化层次要求较低。并且电视普及率高，对消费行为、消费时尚有着不可低估的影响。而成为众多商家投放广告的首选媒体。但是否企业一旦在电视媒体上投放广告就能达到预期的宣传效果呢？     

洞悉媒体之道 创新传播策略——中国人寿央视广告投放之道

居高声自远。中国人寿自2003年在业内率先选择中央电视台这一国内媒体的制高点进行广告投放。通过几年来的持续投放．中国人寿的知名度和美誉度得到了很大的提升，提起“相知多年·值得托付”，电视受众都会联想到国内发展历史最长、实力最为雄厚的中国人寿。提起中国人寿，电视观众也会自然地联想相知相识、熟悉熟知的老朋友。[第一段]     

市场经济竞争下电视媒介的发展

在市场经济竞争激烈的社会化生活中,电视媒介已经成为一个获益匪浅且能够左右广告市场的庞然大物。电视媒介所要面对的是两个市场：一是受众市场;二是广告市场。广告市场是媒介所面对的经济市场的主体,这个市场为电视媒介带来了巨大的经济效益。     

广告受众心理探析

在日益激烈的广告竞争中,重视广告的心理效应、立足于受众的心理,成为提高宣传有效度,促使商品成功推向市场的关键。为此,本文从心理学角度,对广告受众的心理特点进行了深入细致的分析,并在此基础上提出科学有效的广告策略和对策,以期对市场经济条件下的产品营销活动能有所裨益。     

广告受众心理探析

在日益激烈的广告竞争中,重视广告的心理效应、立足于受众的心理,成为提高宣传有效度,促使商品成功推向市场的关键。为此,本文从心理学角度,对广告受众的心理特点进行了深入细致的分析,并在此基础上提出科学有效的广告策略和对策,以期对市场经济条件下的产品营销活动能有所裨益。     

公交移动电视广告投放策略研究

一种新媒体的出现,不仅是新科技运用的体现,更为社会经济的发展增加了一部新引擎,形成了新的经济增长点。公交移动电视的产生与发展,为受众开辟了一个新的媒体平台,也为商家提供了新的机遇。本文仔细分析了公交移动电视的优劣势,并有针对性地提出了广告投放的策略和建议。     

Weekly Variation in Audience Delivery of TV Advertising Schedules

Individual TV advertising spots may vary as much as five rating points from one week to the next which implies that summary measures of audience delivery of TV advertising schedules composed of multiple spots could vary quite drastically. Obviously this would have a marked effect of cost per thousand calculations which is a common criterion for choosing between alternate TV advertising schedules. Based upon examination on a large number of TV advertising schedules, however, this study reports that weekly changes in audience ratings of individual spots comprising an advertising schedule tend to cancel out so that total schedule audience delivery and cost per thousand estimates are not greatly affected over a two week period.     

影视剧植入广告透视

在现代影视剧、电视节目中植入式广告以一种全新的广告形式被应用其中,这种广告形式对广告商以及电视节目、影视剧制作方来说都有一定益处,植入式广告可以做到盐溶于水,同时以注重创意,选择合适的品牌、合适的节目和适度自然的方式,而达到广而告知的良好效果。对受众来讲应该以宽容、平和、正确的心态去看待植入式广告,这样就可以享受到影视节目所带来的真正乐趣。     

电视广告营销中的“全过程无忧虑服务”探析

电视媒体广告的全过程无忧虑服务营销策略,体现的是电视媒体经营人员的市场意识,对于电视广告营销面临的诸多困难,是一个可选择的改造之路。它帮助电视广告营销克服同质化,同时实现电视广告营销的专业化。     

Modeling advertising impact at campaign level: Empirical generalizations relative to long-term advertising profit contribution and its antecedents

Research on advertising effectiveness is focused on sales and provides few empirical generalizations on profitability and its antecedents. To fill this gap, we develop an econometric model to capture the impact of advertising at campaign level, using retail panel data coupled with TV audience tracking data. Our study involves 31 brands from six packaged goods categories observed weekly and nationally over 4 years and representing 264 TV campaigns. Although we confirm empirical generalizations on the capacity of advertising to increase sales, we establish a different picture for profitability. Only 11 % of campaigns make a positive contribution to profit. Advertising is more profitable for challengers and medium brands, whereas leaders and small brands (recent or established) have a lower profitability. Advertising intensity in the category and campaign carry-over emerge as the strongest (respectively) negative and positive drivers of profitability. The antecedents of carry-over are also analyzed and discussed.     

Information content in TV advertising. Consumer policy implications of the growing supply of TV advertising in Europe

The growth of both national and transnational television and TV advertising in Europe raises many issues. One issue of high relevance to traditional consumer policy is, however, barely mentioned, namely the consequences for consumers of the growing quantity of international TV advertising and the consequences of a growth or introduction of TV advertising in general. The purpose of the study reported here is to contribute to an objective evaluation of TV advertising strictly from a consumer point of view. For this purpose the article analyses the information content of the commercials on the satellite channel “Sky Channel” and on the West German channel ZDF. The results of that study are supplemented with the results from a review of those relevant investigations into the information content of print and TV advertising which can be found in the international literature. This includes an attempt to make the studies comparable and a critique of the prevailing tradition in measuring “informativeness”. It is concluded that from a consumer point of view, TV advertising has limited value since information relevant for most purchasing decisions is not communicated to a degree that would seem to have any practical significance for consumers. Furthermore, the information content of print advertising appears to be clearly superior to that of TV advertising.     

构筑“亲和化”的电视场——试析凤凰卫视“受众中心”的传播策略

在当代大众传播语境中,独特的＂凤凰现象＂已成为当前国内外传媒学界和业界共同关注的一个热点。凤凰卫视立足于受众心理需求,其突显的＂家庭感＂与受众的审美期待相呼应,营造的＂场效应＂与受众接受氛围相契合,以受众为中心的传播策略构筑了凤凰＂亲和化＂的电视场,为电视受众提供了多方位的审美体验王国。     

Developing Persuasion Knowledge by Teaching Advertising Literacy in Primary School

As part of a larger project to integrate advertising literacy into school curriculum, this research evaluates the effectiveness of an initial three-hour advertising literacy classroom intervention among eight- and nine-year-olds. The field experiment (a pretest/posttest, control/experimental group design) was implemented in 10 third grade classes in a three-week time period in three high-poverty schools in the United States. Low advertising literacy occurred at baseline. Evaluation results indicated significant increases in intervention students' understanding of the message creator, the selling intent, persuasive strategy, and target audience. Recommendations for curriculum development, refinement, and implementation for a wider audience are discussed.     

Children's Understanding of TV Advertising: Effects of Age, Gender, and Parental Influence

Parents, consumer organizations, and policy makers are generally concerned about effects of TV advertising directed towards children. These effects might be mediated by children's understanding of TV advertising, that is their ability to distinguish between TV programmes and commercials and their comprehension of advertising intent. In this paper, we investigate children's understanding of TV advertising, using verbal and non-verbal measurements. The sample consists of 153 Dutch children, ranging from 5 to 8 years old, and their parents. The results based on non-verbal measures suggest that most children are able to distinguish commercials from programmes and that they have some insight into advertising intent. The results based on verbal measures are not as conclusive; the percentage of children who show understanding of TV advertising is then substantially lower. Effects of age, gender, and parental influence are assessed using MURALS, a regression analysis technique for categorical and continuous variables, and CHAID, a technique for identifying homogeneous segments on the basis of the relationship between categorical dependent and explanatory variables. The age of a child turns out to have a positive effect. The effects of gender and parent- child interaction are rather small, both for verbal and for non-verbal measures of understanding of TV advertising. A high level of parental control of TV viewing may result in lower understanding of TV advertising. Implications for consumer policy and directions for future research are discussed.     

Customer Testimonials and News Clips as Contextual Cues in the Consumer Cognitive Processing of Online Shopping

SUMMARY

This study examines to what extent degrees of nudity presented in advertising differ across five countries (Brazil, China, South Korea, Thailand, and the U.S.). Content is examined by media type (TV vs. magazine) and product category (congruent vs. others). Results show that Thai and U.S. ads employ the highest degrees of nudity, whereas Chinese ads present the lowest degrees. Across all the countries, magazine ads and congruent-product ads employ higher degrees of nudity than TV ads and non-congruent product ads. The effect of product type on degrees of nudity is stronger in TV ads than in magazine ads and the interaction effect between media type and product type also varies across the countries. Our study provides richer and more specific implications for global advertising strategy with respect to representation of models and use of sex appeals.     

Advertising strategy for outbound travel services

When purchasing a travel service, consumers perform multiple information searches. Depending on the accessed information and the type of media for travel service advertisements, consumers make different evaluations on the travel service. Given this context, we propose a consumer persuasion model that reveals the most effective persuasion process for consumers to make purchasing decisions on travel services. For this study, we conducted a comparative analysis to discern effectiveness and limitations between newspapers and TV infomercials; the two major media for travel service advertisements. Based on the results from the analysis, we drew some meaningful managerial implications for travel service advertising strategy.