电视台广告经营转型（TV advertising management transformation）.docVIP

电视台广告经营转型（TV advertising management transformation） In recent years, the management policy of the State Administration of radio for the TV stations at all levels more comprehensive, especially for the regulation of television advertising business gradually increased; new media, mobile phone media, mobile media, LCD Building and other forms of the full impact of TV media emerge in an endless stream, the original advertising business model, to promote the re integration of the entire media advertising business the market; at the same time, there is a world of difference in the audience and the audience twenty years ago, both in aesthetic complex or on the spiritual needs have undergone tremendous changes; corporate advertisers often exceeds the degree of specialization of media operators expected, they require more professional and scientific services and media advertising products. This series of changes and complex environment led to the current television advertising business in a variety of contradictions, with various theories do not have a poor time, the advertisement management means and idea of constantly being overthrown is established. A TV media have to face is that its advertising business must overcome obstacles and achieve a new transformation, in a more market, more positive and more healthy way to face new challenges, new development. But in order to realize the transition, the threshold and obstacle faced are deep, but it is not impossible to solve. First, the contradiction between advertising management and the production of program content. What kind of programs can be hugely popular, not only can maintain higher ratings and get the favor of advertisers? How to obtain a balance between the taste of the program content and the degree of marketization, not only reflects the cultural accumulation of channels and columns, but also obtains higher market recognition Moreover, how can we effectively combine the program production with the advertising manag