【2018年整理】媒介是企业的战略性资源.ppt

韩日世界杯，全体中国人的期待 Korea-Japan World Cup 2002, Expectations of all Chinese 韩日世界杯的收视份额是达到45%， 当数据出来时，错过机会的只有遗憾! The rating share of Korea-Japan World Cup reached 45%, when this number comes out, for those missing the chance, only to regret! 伊拉克战争Iraqi War 统一润滑油：和平的声音Monarch Lubricating Oil: Voice of Peace 广告：就像是购买期货,购买的是未来。 数据：表现的是过去,并不能准确预测未来。 Media purchase is something like buying future stock, it is for the future. Survey statistics represents past , not for future. 未来，比过去更重要! Future is more important than past 广告向谁传播是一个战略性的问题 To Whom Ad being distributed (target)is a strategic issue 中国消费者受广告影响大 Chinese consumers are deeply influenced by advertisement. 广告培育市场 Ads. foster the market. 广告撬动市场 Ads. start up the market. 广告教育消费者 Ads. Educate consumers. 高露洁：“我们更相信广告的力量!” 在中国，不能过分强调目标受众细分化 品牌的传播要充分影响到消费者周围的环境，必须使用大众媒体。 目前，在中国还缺乏具有足够影响力的专业媒体。 喜之郎果冻：青少年小众产品也上招标时段。 XIZHILANG Jelly: a niche product for kids, it is aired on the prime time bidding slot 已经成为行业代名词，年销量达到20亿元左右。 XIZHILANG is becoming a symbol name for jelly products, and its sales yearly reached around 2 billion. 3、策略创新比被动购买更有效 Strategy innovation is more efficient than purchase only 很多广告主在媒介购买时，简单地参照媒体既有的广告产品做计划，这属于“被动式购买”，缺乏创新，影响效果。 Lack of innovation when advertisers purchase media Ad 在目前复杂的媒体环境下，更需要加强与媒体的互动，进行创新式策略投放。 To reach Ad innovation, interactive communication with media is a must 当然，创新决不止于此，还有很多很多， 如重要时段的垄断性占有、指定位置等。 Of course, there are other innovative measures such as monopoly occupancy of important time slots and Designated Slots(DS) 海尔、宝洁：招标段和CCTV-1的整体集团购买 Haier, PG: prime time bidding slots and CCTV-1 whole group purchase 步步高：中央电视台—黄金时段—指定位置；中央电视台—重大活动 BUBUGAO: CCTV-Prime Time Slot-DS；CCTV- Big Events 喜之郎、江中制药：重要时段的常年购买 XIZHILANG and Jiangzhong medicine factory: buy important slots all the year round 中国移动 ：焦点访谈后常有购买。 China Mobile: often buy slots after Focus Interview 由谁说将直接影响到 所说的内容是不是可以被受众所接受 媒体的品质也是传播力 这不是用数据简