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随着媒体竞争的不断升级,众多电视媒体为了保证广告收入额,纷纷打出“加量牌”——增加媒体广告播出时间,这种做法不仅影响了电视媒体的形象和口碑,同时也对广告的有效到达率产生负面影响。因此对广告时段进行深入研究和科学量控成为搞好电视媒体广告营销的关键。本文运用定量和定性相结合的方法,对广告时段中投放的广告量与广告收视率进行相关分析,论证了在采用点成本核算这种新的广告购买方式后,广告收入存在最大值并不是随着广告销售量的增加而无限制的增大,从而建立了广告时段时长最优化模型,对广告时段时长进行量化控制,以期提高电视台的广告时段收益和营销水平,为电视媒体经营者合理分配有限的广告媒体时间资源,实施高效、绿色的广告营销策略提供数据参考和有力的工具支持。
With the escalation of competition in the media, many television media in order to ensure that the amount of advertising revenue, have played “plus license plate” - increasing media broadcast time, this approach not only affects the television media’s image and reputation, but also advertising The effective arrival rate has a negative impact. Therefore, in-depth study of advertising sessions and scientific measurement and control become the key to the success of television media advertising and marketing. This paper uses the method of combining quantitative and qualitative analysis of the amount of advertising in advertising time and advertising ratings were analyzed and demonstrated the use of point costing of this new way of buying advertising, advertising revenue is not the maximum with the With the increase of advertisement sales, it increases indefinitely, so as to establish the optimization model of advertising time duration, and quantitatively control the advertising time duration so as to improve the advertising revenue and marketing level of the television stations, and provide the reasonable distribution for the television media operators Of the advertising media time resources, the implementation of efficient, green advertising marketing strategy to provide data reference and powerful tool support.