电视媒体作为企业营销传播的重要手段之一,其广告的实效作用越来越受到企业的重视。CTR市场研究认为:电视媒体与其他商品一样同样具有品牌价值,电视媒体的品牌价值在传播过程中会影响所承载的内容,即电视媒体具有品牌力。所谓品牌力是指商品通过自身的品牌塑造为商品使用者带来的实现最大化利益的驱动作用。 As one of the most important means of corporate marketing communication, television media has gained more and more attention from enterprises. CTR market research believes that: TV media, like other goods also have the same brand value, the brand value of television media in the dissemination of the process will affect the content carried, that is, the television media with brand power. The so-called brand power refers to the product through their own brand building for the product users to maximize the benefits of the drive.