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9月17日,以“2008,中国有我”为口号,中央电视台2008年黄金资源广告招标首场说明会在北京隆重召开,共有来自企业、广告公司、新闻界的代表88人参加了此次说明会,人数为历年之最。中央电视台副台长罗明在会议致辞中说,中央电视台将继续围绕“品牌化战略”和“绿色收视率”的发展理念,从渠道建设、内容建设和品牌建设三大方面,全力提升国际竞争力。接下来,广告招标会将继续在上海、广州、青岛、厦门、杭州、哈尔滨、昆明、重庆等城市召开。素有“品牌奥运会”的中央电视台广告招标会,一方面是大企业的角逐场,同时也是CCTV自身的一次品牌传播活动。近几年来,央视广告招标会规模不断扩大,形式上不断推陈出新,影响力也不断提升。广告招标会已成为央视进行自身品牌传播的一个重要平台。现在,越来越多的中国媒体意识到品牌传播管理的重要性,并在实践中做出了大量有益的尝试,涌现出CCTV、湖南卫视、新浪网、《财经》杂志、《南方周末》等众多具有明显特色和巨大影响力的媒体品牌。可以说,如今媒体的竞争某种程度上已体现为品牌的竞争。然而,与一般的商业品牌相比,媒体品牌的管理传播既有共性,也有特殊性,要有适合媒体品牌传播的运作方式。为此,《国际公关》杂志和中国公关网于11月8日联合邀请了三位媒体品牌研究和实践领域的资深人士,共同就媒体品牌传播这一话题进行了深入的探讨。
On Sept. 17, with the slogan of “2008, China Has Me,” CCTV held the first briefing on bidding for gold resources in 2008 in Beijing. A total of 88 representatives from enterprises, advertising agencies and the media attended the bidding. The briefing, the largest number of years. Luo Ming, deputy director of China Central Television, said in his speech at the conference that CCTV will continue to focus on the development concept of “brand strategy” and “green ratings”, from three aspects of channel construction, content construction and brand building, To enhance international competitiveness. Next, the advertising tender will continue in Shanghai, Guangzhou, Qingdao, Xiamen, Hangzhou, Harbin, Kunming, Chongqing and other cities. CCTV Advertising Bidding, known as “Brand Olympics ”, on the one hand is the competition scene of large enterprises and also a brand communication activity of CCTV itself. In recent years, CCTV advertising tenders will continue to expand the scale of continuous innovation in form, influence also continues to improve. Advertising tender will become CCTV own brand communication is an important platform. Nowadays, more and more Chinese media are aware of the importance of brand communication management and have made a great deal of useful attempts in practice. Some media companies like CCTV, Hunan Satellite TV, Sina.com, Caijing Magazine and Southern Weekend have emerged Many have obvious characteristics and great influence of the media brand. It can be said that today’s competition in the media has, to some extent, been reflected in the brand competition. However, compared with the general commercial brand, the management of the media brand has both commonalities and particularities, and there should be a mode of operation suited to the media brand communication. To this end, PR and PRN jointly invited senior experts in the field of research and practice of three media brands on November 8 to conduct an in-depth discussion on the issue of media brand communication.