这是一个乘变化而扬帆的时代。为何要如此定义这个时代?从媒体与营销的角度进行观察不难发现,在内容的传播模式发生变化后,迎来了媒体竞争格局的混战与颠覆;在内容使用者习性、喜好因传播模式改变而产生伴随性变化后,迎来了广告主的营销变阵。在这样的大背景下,电视广告传播呈现出三个现实状况:广告单价大幅上涨、硬广告开发空间趋于临界、内容获取途径丰富后目标观众在广告时段逃离。因此,越 This is an era of change and sailing. Why we should define this era? From the media and marketing point of view is not difficult to find that changes in the content of the communication mode, ushered in the media competition landscape melee and subversion; habits of content users, preferences due to changes in mode of transmission The resulting changes with the accompanying, ushered in the advertisers marketing changes. Under such a background, there are three realistic situations in the transmission of TV advertisements: the unit price of advertisements has risen sharply; the space for developing hard advertisement has become more and more critical; and after the content has been obtained, target audiences have fled in the advertising period. Therefore, the more