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年前以来,关注中国广告的人士发现,有关卫视与央视广告优劣的争论文章散布在各专业杂志和网络媒体上。在业界评出的2001年中国广告十大新闻中,有关“卫视挑战央视,电视广告战揭幕”的新闻列在第5位。这一事件标志着,随着传媒竞争时代的全面来临,对电视广告的争夺也将呈白热化状态。进入2002年后,这种竞争走向何方?如何规范、有序进行,已成为广告业界及传媒界热切关注的话题。卫视挑战,欲分秋色2001年11月份,暗中酝酿已久的挑战正式登上前台。全国部分省级卫视联手,不甘再食中央电视台的广告残羹剩饭,以一组数据表明自己具备雄厚实力,足以与央视分庭抗礼。确实,近年来一些省级卫视的发展有目共睹,对电视广告这样的大蛋糕,一旦具备实力,谁不想要抱着多分一块。自然而然,在共同的利益驱动下,一些省级卫视走到了一起,将广告对手定位于中央电视台这一“航空母舰”上。
Years ago, people concerned about Chinese advertising found that controversial articles about the pros and cons of TV and CCTV advertising were scattered in various professional journals and online media. Among the top 10 news stories in the industry in China in 2001, the No. 5 News on “TV Challenges CCTV, TV Advertising Campaign” was released. This event marks that with the media’s advent of the era of full competition for television advertising will also be white-hot state. After entering 2002, this competition to go? How to regulate, orderly, has become a hot topic of concern to the advertising industry and the media. Satellite TV challenge, for fall points In November 2001, secretly brewing challenge has officially boarded the front desk. Some national provincial-level TV jointly unwilling to eat CCTV advertising leftovers, with a set of data that they have a solid strength, enough to rival CCTV. Indeed, in recent years, the development of some provincial-level satellite TV is obvious to all. For a large cake like a TV commercial, once you have the strength, you do not want to hold more than one piece. Naturally, driven by the common interests, some provincial satellite TV stations have come together to locate their adversaries on the “carrier” of CCTV.