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在一次有关媒介策略的研讨会上,曾历任实力媒体、灵狮等广告公司媒介总监的一位资深媒介专家说,中国大陆媒介研究的进步历程实际上是以1998年为分水岭,1998年以前,广告界进行媒体投放的依据标准为电视收视率(Rating)和报刊发行量(Circulation),98年开始,这个判断标准有了更多有价值的指标:如平面媒体的平均每期阅读人数(Average Issue Readership.AIR)等,并且开始科学地分析媒体受众与产品消费者之间的关系,这无疑代表着中国广告界媒介方面的巨大进步。实际上早在60年代、英国市场研究局(BMRB)就最早使用了单一来源研究的研究方法,这种研究方法也被称为考林麦当诺研究,单一来源研究中,产品消费习惯信息与媒体接
At a seminar on media strategy, a veteran media expert who once served as media director for strength media and greyhound companies, said that the progress of media research in mainland China was actually a watershed in 1998. Before 1998, Criteria for media coverage in the advertising industry are TV ratings and circulation (Circulation). Since 1998, this criterion has been given more valuable indicators such as the average number of readings per print media Issue Readership. AIR), etc., and began to scientifically analyze the relationship between media audiences and product consumers, which undoubtedly represents a huge improvement in the media industry in China. In fact, as early as the 1960s, the British Bureau of Market Research (BMRB) first used a single-source research approach, which is also known as the Cowling’s Madonna Study, Single-Source Study, and Product Consumption Customs Information Media access