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近年来,各地电视台绞尽脑汁积极开发房地产广告蛋糕,但所取得的实际效果仍然有限。房地产节目一方面想走专业化的道路,另一方面又想增加广告创收,在这一对矛盾的牵制下节目普遍存在同质化,节目形式老套,表现手法相近,运营机制僵化,并没有满足受众的需求。如何扬长避短,制作出让观众和广告商都需要的电视房产节目,从而达到赢得观众和赢得市场的
In recent years, local TV stations have racked their brains to actively develop real estate advertising cakes, but the actual results achieved are still limited. Real estate programs on the one hand want to take the road of specialization, on the other hand want to increase advertising revenue, in the contradiction of the program under the control of the prevalence of homogenization, style stereotypes, similar performance practices, rigid operating mechanism, and no Meet the needs of the audience. How to avoid weaknesses and create TV real estate programs that both viewers and advertisers need to reach audiences and win the market