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2007年CCTV黄金资源广告招标在一片掌声中落下帷幕,而这个一年一度的“品牌奥运”,留给广告业和企业的震撼和思考,才刚刚开始。2007年CCTV广告招标的标的物设置、招标的整个流程设计,以及从前期推广到现场执行,都秉承了CCT“V品牌化”的经营理念,力求奉献一个更加契合市场、更加满足客户需要的“品牌”。今年招标中,新推出的“新闻联播后”7.5秒广告备受业界关注。7.5秒广告不是5秒广告的简单延伸,它是一种独立的,已经存在的广告格式。只是随着媒介市场的发展,7.5秒在表达、传播、性价比等方面的种种优越性凸显,使得它被央视选中,承担起黄金时段的重任,这是央视更加贴近市场,更加与国际接轨的体现。前几期,我们已经发表了几位专家、学者关于7.5秒广告的观点文章,本期,又有四位来自高校和营销策划机构的专业人士发表他们对7.5秒广告的看法。
2007 CCTV gold resources advertising bidding ended in a round of applause, and the annual “Brand Olympics”, leaving the advertising industry and business shock and thinking, has just begun. In 2007 CCTV bidding of the subject matter setting, the tender process of the entire process of design, and from the pre-promotion to the scene execution, are adhering to the CCT “V brand” business philosophy, and strive to contribute a more fit the market to better meet customer needs “ Brand. ” This year’s bidding, the new “News Network” 7.5 seconds after the ad industry attention. A 7.5-second ad is not a simple extension of a 5-second ad, it is a standalone, existing ad format. Just with the development of the media market, 7.5 seconds in the expression, transmission, cost-effective highlights such advantages, making it CCTV selected, assume the golden age of the task, which is CCTV closer to the market, more in line with international practice . In previous editions, we’ve published a few opinion articles by some experts and scholars on 7.5-second commercials. In this issue, four more professionals from universities and marketing planning agencies expressed their opinions on the 7.5-second commercial.