| 全面评价媒体的广告效果——媒体广告效果=收视×影响力指数 |
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| 作者单位： | 厦门大学品牌与广告研究所;北京大学市场与媒介研究中心;知本策略公司;CTR市场研究公司; |
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| 摘 要： | 本研究借鉴国内外传媒研究者关于媒体质化研究的既有成果,集聚四家研究和调查机构及多名专家的智慧和经验,首次提出电视媒体影响力指数的概念和指标体系,并选取中央电视台、省级电视台、城市电视台三个层次共323个频道和60个全国收视率最高的代表性栏目,在全国35个中心城市对10500个样本进行了大规模的入户调查。分析结果表明,中央电视台是最具影响力的电视媒体,省级卫视影响力出现明显分化;电视栏目影响力上,中央电视台在新闻财经类栏目上优势明显,省级卫视在综艺影视剧类节目表现上与央视的差距正在缩小。本文还就收视率与影响力之间的相关性做了分析,并对这些研究结果的实际运用提出了策略性建议。
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| 关 键 词： | 广告效果 收视率 影响力指数 |
Full evaluation of Media Advertising Effect |
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| Xiamen University Br, Advertising Institute,Peking University Modern Advertising Institute Zoe Tan Consulting,CTR Market Survey Co.,Ltd.. Full evaluation of Media Advertising Effect[J]. Advertisinc Panorama, 2009, 0(5) |
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| Authors: | Xiamen University Br Advertising Institute Peking University Modern Advertising Institute Zoe Tan Consulting CTR Market Survey Co. Ltd. |
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| Affiliation: | Xiamen University Brand and Advertising Institute,Peking University Modern Advertising Institute Zoe Tan Consulting,CTR Market Survey Co.,Ltd. |
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| Abstract: | This study puts forward the original concept of media impact index (MII) and constructs an evaluation system based on MII with the results achieved by media researchers home and abroad for reference. Conclusions in this essay are obtained from evaluations of 323 TV channels in three levels and 60 popular programs by 10500 consumers across 35 cities in the nation. The survey shows that CCTV is the superpower among TV media in China, the provincial satellite TVs are polarized into two classes. As to program, ... |
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| Keywords: | Advertising Effect TV Audience Rating Media Impact Index |
| 本文献已被 CNKI 等数据库收录！ |
