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媒体效果的研究一直是学界和业界关注的焦点,新的研究方法和营销学科能够带来更多的理解和认知。2007年、2008年厦门大学新闻传播学院连续两年对中央电视台、省级台、城市台共87家电视台的影响力系数进行了一个测量,调查结果发现,同一广告在不同媒体播放对消费者的影响是不同的。全国电视媒体影响力系数平均值如果是1的话,中央电视台的平均值是2.15,CCTV-1是3.25,对消费者影响最大。
The study of media effect has always been the focus of academia and industry. New research methods and marketing disciplines can bring more understanding and cognition. In 2007 and 2008, Xiamen University School of Journalism and Communication conducted a measurement on the influential coefficients of 87 television stations of CCTV, provincial-level and urban-state TV stations for two consecutive years. The survey found that the same advertisement was played on consumers in different media The impact is different. If the average value of the national television media influence coefficient is 1, the average value of CCTV is 2.15 and the CCTV-1 is 3.25, which will have the greatest impact on consumers.