浅析中国电视广告的经营环境

广告收入是电视媒体经济收入的主要来源,电视广告经营收入的好坏在一定程度上决定了电视媒的兴衰.本文从宏观的角度分析了我国电视媒体广告的经营环境,这个大的社会环境规定和制约了我国电视媒体广告的经营管理的战略方向和战术策略.     

浅析新媒体广告的传播方式及营销策略

本文主要对新媒体的概念和特点进行分析,并对当前我国新媒体广告的传播和营销中存在的不足进行探讨,最后提出针对新媒体广告传播以及营销的策略。     

以专刊策划促营销——《春城晚报·旅游特快》专刊的广告营销策略

在市场经济条件下，广告收入是大部分报社的主要经济来源，是一张报纸赖以生存及发展的经济支柱，因此广告经营对于一个报社来说是极其重要的。据中广协数据显示，从2000年到2004年，中国报纸广告收入年增长率保持在21.5％。随着媒体广告市场的“蛋糕”越做越大，各类媒体进入了激烈竞争的“战国时代”。在电视、杂志、互联网、户外广告、楼宇广告、电梯广告、直投广告等传媒的强烈攻势下，     

北京人民广播电台的多元化经营之路

纵观国内广播行业，大多数电台的经营收入是来自广告经营，有些电台甚至这到100％，而大洋彼岸的美国广播行业收入泉源却是由媒体广告、相关产业经营、与媒体无关的产业经营（比例约为4：3：3）三大块构成，这种金三角的经营模式一直是美国收入的基石，而在呼啸全球的金融危机面前，这个三角势必会比单一的经营模式要靠谱的多。在国内众电台所进行的多元化经营中，     

我国粮食主产区农民经营组织的发展方向研究

我国农户户均经营规模小,种植的农作物大多以粮食等粗放型农产品为主,外出打工的工资性收入已经成为农民的基本生活来源。本文的研究发现,通过成立各种农民经营组织,可以引导和帮助农户种植高收益的集约型经济作物,最终达到使农民不用外出打工仅依靠农业经营也可以得到同等水平的收入,但是目前仍然存在很多急需解决的课题。     

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。     

内容与推广传统媒体的生存杀手锏：大家来读报

即使在媒体消费习惯已经大为改观的当下，报纸、电视等传统大众媒体依然还有生存的空间，如果经营得当的话，甚至还能生存得不错。在中国，传统媒体有着得天独厚的影响力优势，特别是电视，一直占据着媒体广告收入的最大份额。     

突破企业预算管理困境的几大策略

预算管理是企业管理的一项重要内容,指的是企业通过预算分析,来合理分配企业的财务、实物及人力资源。企业实施财务预算的目标就是为了实现企业战略经营目标,在预算管理时必要考虑到市场、政策和内部环境等各方面因素可能对企业经营造成的影响,从而对企业的收入和开支进行科学预测,制定具体的计划。企业做好预算管理,能够提高企业经营效率和经营成效。本文主要简单论述了企业预算管理的困境,提出了具体的突破策略。     

突破企业预算管理困境的几大策略

预算管理是企业管理的一项重要内容,指的是企业通过预算分析,来合理分配企业的财务、实物及人力资源。企业实施财务预算的目标就是为了实现企业战略经营目标,在预算管理时必要考虑到市场、政策和内部环境等各方面因素可能对企业经营造成的影响,从而对企业的收入和开支进行科学预测,制定具体的计划。企业做好预算管理,能够提高企业经营效率和经营成效。本文主要简单论述了企业预算管理的困境,提出了具体的突破策略。     

中国电视媒体广告经营向全球标准迈出历史性一步——央视广告部通过ISO质量体系认证

2005年6月18日，当中国质量认证中心将通过ISO9001：2000质量管理体系认证的证书颁给中央电视台广告部时，这标志着作为全国电视媒体广告经营的领头羊与掌舵者．央视广告部的经营管理水平得到了全球标准的肯定。据了解．这也是我国第一个获得ISO质量管理体系认证的电视媒体广告部门。     

The Impact of AI on the Advertising Process: The Chinese Experience

Knowing that the demand for advertising in a growing e-commerce market cannot be sufficiently addressed in a traditional advertising operation model, advertisers and e-commerce platforms apply artificial intelligence (AI) technologies in advertising to improve efficiency and meet the market demand. From observations in the Chinese advertising market over the past five years, the authors gain insight into how AI technologies are applied in the advertising process and propose that the advertising process powered by AI technologies is composed of four steps: consumer insight discovery, ad creation, media planning and buying, and ad impact evaluation. This new advertising process, which is supported by a data-based platform with algorithms at its core, is tool based, synchronized, and highly efficient. AI has reorganized and upgraded the traditional advertising process and improved advertising efficiency; however, the new process is still born out of the traditional process and is not yet a reengineered one.     

社区媒体的广告价值探析

随着新的媒体形式的涌现,社区媒体广告逐渐引起了人们的关注。本文分析了社区媒体的特征与广告价值,以及社区媒体广告中存在的主要问题,并就此提出了如何规避问题、提升社区媒体广告价值的策略和方法。     

The unbearable lightness of advertising: culture,media and the rise of advertising in socialist Bulgaria

This article offers a historical analysis of the conceptualization of advertising both as a propaganda tool and as a means of encouraging consumption in socialist Bulgaria. By exploring the public discourse on the function and importance of advertising in the popular media over the last 50 years, it seeks to explore the approach used to define the need for advertising, offering an insight into the complex ways in which socialist ideologies recognized the “inevitable” logic of the market – on one hand, acknowledging the need for consumption and on the other, recognizing the utility of advertising, which promotes and supports this very consumption as it sustains the operation of a commercially viable social system.     

30年广告镜像:社会价值观念的嬗变(1979-2008)

本研究从中观层面入手,把中观层面的广告经营观变革分为五个阶段：产品力阶段（1979-1983）、文化力阶段（1984-1993）、媒介力阶段（1994-1997）、营销力阶段（1998-2003）和品牌力阶段（2004-2008）。在对广告界多位资深人士进行问卷调查和深度访问基础上,从中遴选出最具代表性的15个经典案例或事件。考察各阶段广告传播的微观波动——消费观,并从宏观角度寻找其与中观、微观律动的深层原因——时代观,以此管窥中国社会价值观念的变迁机制。     

An integrated model of advertising clutter in offline and online media

The rapid growth of online advertising raises concerns about advertising clutter in the online media environment. This paper proposes an integrated model of advertising clutter that addresses the unique characteristics of the online media environment. We review the structural, information processing and functional approaches to advertising clutter, and integrate these approaches into a new comprehensive framework that explains consumer response to advertising clutter by differentiating consumer-centred analysis from media-centred analysis. The differences between online media and offline media are compared in terms of audience control and advertiser control. Attitudes towards advertising in general and in specific media contexts, and task orientations are introduced as mediating factors that affect the perception of and the subsequent response to advertising clutter. This paper offers a set of propositions on the factors affecting perception of advertising clutter, the relationship between physical characteristics and perception of advertising clutter, and how perception of clutter creates negative advertising effects. Managerial and theoretical implications of this framework are discussed.     

Social media advertising value

This research investigates the antecedents of social media advertising value, and the effect of this advertising value on online purchase intention in transitional economies in Southeast Asia. Moreover, the moderating effect of different types of social media on the relationships between the predictors and social media advertising value is also explored. The field study is conducted in Vietnam, a representative of Southeast Asian transitional economies in the current study. The results show that, in Southeast Asian transitional economies, the three social media advertising beliefs – i.e. informativeness, entertainment and credibility – have positive effects on consumers’ perceived value of social media advertising, which in turn positively influences their online purchase intention. Additionally, on social networking websites, the effects of advertising informativeness and entertainment on advertising value are weaker than those on content community websites. Nevertheless, there is no difference in the effect of advertising credibility on advertising value in both types of social media. Based on the findings presented, theoretical and managerial implications are drawn.     

环境媒体广告——户外广告创意新思路

环境媒体广告强调媒体特点是广告设计和传播的重要参与因素,它是户外广告创意的一种全新方法。本文通过研究环境媒体广告的概念和特点,探究如何运用环境媒体广告的新思路、新方法。     

Toward a Model to Enhance Synergy of Out-of-Home Advertising Media Integration Strategies

ABSTRACT

For media planners to combine multiple media across platforms to maximize synergy is a critical challenge within integrated marketing communication. For this study, in-depth interviews were conducted with experienced media specialists in leading agencies to explore how they integrate different out-of-home advertising media platforms in IMC strategies. The feedback of these experts was then used to propose a model of strategies to enhance synergy within out-of-home advertising campaigns. This model is a first of its kind for planning out-of-home advertising media across platforms and bridges a gap in the existing literature on media synergy and out-of-home advertising media strategy.     

Have “Millennials” Embraced Digital Advertising as They Have Embraced Digital Media?

Consumers’ attitudes toward advertising ethics are of interest to marketers who understand that negative attitudes can be harmful to brands. Today advertisers increasingly depend on internet advertising. This study compares attitudes of Millennials (the first generation to use digital media more than traditional media) toward internet advertising with attitudes toward advertising in traditional media. Similar to previous generations who had more negative attitudes toward TV advertising, which was their most frequently used medium, Millennials’ attitudes appeared to be more negative toward internet advertising. Thus, we conclude that advertisers must work to engender positive relationships with Millennials through more ethical internet advertising and other innovative strategies.     

The Death of Advertising

Abstract

Mass media advertising as we know it today is on its deathbed, and its prognosis is poor. Advertising agencies are restructuring to accommodate a harsher advertising climate, agency income is flat, agency employees are being laid off, direct marketing is stealing business from traditional advertising, and the growth of sales promotion and integrated marketing communications both come at the expense of traditional advertising. The reason for advertising's impending demise is the advent of new technologies that have resulted in the fragmentation of media and markets, and the empowerment of consumers. In the place of traditional mass media advertising, a new communications environment is developing around an evolving network of new media, which is high capacity, interactive and multimedia. The result is a new era of producer-consumer interaction. Because of the speed of technological innovation, the new media advertising paradigm that results will attain prominence faster than did mass media advertising. The new paradigm of 21st Century Marketing and advertising will be dominant by 2010 and should last well into the middle of the century. If they hope to survive, university advertising departments will have about ten years to 1) think of themselves much more broadly, and 2) transform themselves into departments specializing in information transfer in the new media environment.