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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、招标的流程设计,以及从前期推广到现场执行,都秉承了CCTV“品牌化”的经营理念,力求奉献一个更加契合市场、更加满足客户的“品牌”。本次招标中,新推出的“新闻联播后”7.5秒广告备受关注。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。我们邀请了三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 and business shock and thinking, has just begun. In 2007, the subject matter setting of CCTV bidding and the design of bidding process, as well as the promotion from the previous stage to the scene, adhering to the management concept of “branding” by CCTV, strived to dedicate a “brand” which is more suitable for the market and more satisfying the customers. The tender, the new “News Network” 7.5 seconds after the ad 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, communication, cost-effective highlights all the advantages, making it selected by CCTV, to assume the golden age of the task. We invited three professionals from universities and marketing agencies to comment on their 7.5-second ad.