当中国电视传媒市场进入跑马圈地时代,媒体竞争异常激烈和残酷,对媒体的评估也不仅仅停留在收视率、到达率等定量的指标上,而是延伸到更贴近实际、更深入的效果评估。媒体对观众的影响力有多大?媒体搭载的广告对顾客的影响力又有多大?影响力包含了哪些因素?该如何去塑造以及评估?这些问题都成为经受着市场考验的电视媒体需要思考和解决的问题。 When the Chinese television media market entered the era of staking their names, the competition in the media was extremely fierce and cruel. The assessment of the media did not stop at quantitative indicators such as ratings and arrivals, but extended to more realistic and in-depth results Evaluation. How influential media influence the audience? How influential media influence the customer? What factors are involved in the influence? How to shape and evaluate the media? These problems have become market-tested television media that needs to be considered and solved problem.