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资本对电视媒体的广告投入在很大程度上看重的是电视媒体的品牌价值,而观众是电视媒体品牌化经营的基础。因此,从某种意义上说,争夺观众、提高收视率,就是争夺广告收入。从争夺观众的角度来看,中央台与地方台形成了两种不同的优势。中央电视台的优势据央视调查咨询中心资料显示:电视广告的可信度, 中央电视台要比其他地方电视台高出11倍至300多倍不等。而由于各方面的层层把关,央视一套的广告可信度又要比二套高出30倍以上,这就是强势媒体的优势力量。中央电视台黄金时段除了其收视
The investment of capital in the television media places a great deal of value on the brand value of the television media, and the audience is the basis of the brand management of the television media. Therefore, in a sense, competing for the audience and raising the audience rating is to compete for advertising revenue. From the perspective of competing audiences, CCTV and local station have formed two different advantages. The advantages of CCTV According to the CCTV Investigation and Consulting Center data show that: the credibility of television commercials, CCTV than other local television stations 11 times to 300 times higher. And due to various levels of checks, CCTV a set of advertising credibility than the two sets of more than 30 times, which is the dominant force of strong media. CCTV golden hours in addition to its ratings