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媒介、广告与消费市场之间存在着深刻而复杂的联系。媒介需要广告带来收益,但是广告过多,则会影响受众对媒介的消费,从而影响媒介收益;广告需要借助媒介这个平台将自己的产品推向消费者,但是广告的促销效果则受媒介、产品、消费者等多种因素影响;消费者需要借助媒介进行精神消费,也需要借助广告来做出消费选择,但是如果广告的诉求与观众的消费需求不相一致,则会损害消费者的消费热情。准确把握媒介、广告与消费市场之间的复杂关系,促成三者之间良性互动,对于保证媒介产业化经营健康稳定的发展具有十分重要的意义。《中国电视市场报告(2003-2004)》正是从媒介市场、电视广告市
Media, advertising and consumer markets there is a profound and complex relationship. Media need to bring advertising benefits, but excessive advertising, it will affect the audience’s spending on the media, thus affecting the media revenue; advertising media need to use this platform to their own products to consumers, but the advertising effectiveness of the promotion by the media, Products, consumers and other factors; consumers need to use the media for spiritual consumption, but also need to make use of advertising to make consumer choices, but if the appeal of the ads and the audience’s consumer demand is inconsistent, it will undermine consumer spending enthusiasm. Accurately grasping the complex relationship between media, advertising and consumer markets and promoting the benign interaction among the three plays an important role in ensuring the sound and stable development of media industrialization. “China Television Market Report (2003-2004)” is from the media market, television advertising market