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本次调查是上海大学广告学系和《中国广告》杂志社合作研究项目——“中国媒介广告主评价报告”的2005年度报告。目的是了解当前全国性媒体(报纸、杂志、广播、电视和互联网等) 在广告主心目中的形象和影响力,从而从侧面反映出中国媒体的竞争力和综合素质,为媒体了解自身在广告客户心目中的地位提供依据,也为广大广告主对中国媒介广告竞争力有一个宏观的评价和比较,进一步推进广告投放时的准度、精度和效度。
This survey is the 2005 annual report of Shanghai University Advertising Department and “China Advertising” magazine cooperative research project - “China Media Advertiser Evaluation Report.” The purpose is to understand the current national media (newspapers, magazines, radio, television and the Internet, etc.) in the eyes of advertisers in the image and influence, which reflects the side of the Chinese media’s competitiveness and overall quality of the media understand their own ads Customers provide the basis for the status of the mind, but also for the majority of advertisers on the competitiveness of Chinese media advertising has a macro-evaluation and comparison to further promote the ad when the accuracy, accuracy and validity.