《从受众看公交移动电视的广告投放策略》-毕业论文.DOCVIP

PAGE 从受众看公交移动电视的广告投放策略 摘　　要 2010年1月1日，国家广电总局最新颁布的《广播电视广告播出管理办法》将正式生效。相对于“旧令”而言，新规对电视商业广告的播出时间作出更明确的限定，最重要的是“播出机构每套节目每小时商业广告播出时长不得超过12分钟。” 尽管新旧条令都有时间上限，但61号令把限制规定更细化，这意味着电视台将不能实现“借时间”调整广告，因此将导致明年各电视台大幅调整广告价格。业内人士分析，明年各卫视的广告价格涨幅普遍要高于往年。 公共交通移动数字电视是近几年崛起的户外传媒新势力，被视为传统电视在白天的延伸。传统电视价格的上涨，将为正在发展中的公交移动电视发展带来新的契机。目前公交移动电视媒体的收视率和影响力都已经有了显著提升，作为传统电视在户外的一个有效补充，公交移动电视充分发挥其优势，与大众的出行轨迹进行有效粘合，更贴近终端及有效刺激销售。 作为公交移动电视直接受众的一员，在本课题中，我将从受众的角度去剖析公交移动电视广告的利弊，并提出自己的见解，力求为正在投放或即将投放公交移动电视广告的广告主提供强有力的投放策略。 关键词：广告管理　新规实施　新传媒势力　广告策略 From the audience to see bus strategy for mobile TV advertising Abstract On January 1, 2010, the latest promulgated by the state administration of radio broadcast radio tv advertising management measures. Relative to the old, the new rules for broadcast TV commercials make more definite time limit, the most important is broadcast institutions each hour long broadcast advertising business shall not exceed 12 minutes. Although new doctrine have time limit, but the 61 rules more refined, this means that the Medias will not borrow time for adjustment, it will cause the medias adjust advertisement price next year. The experts’ analysis, the prices of TV ads next year will rise. Public transportation mobile digital television is the new media in recent years, outdoor is regarded as the traditional TV in the daytime. The rises of traditional TV prices bring new opportunities to bus mobile TV development. Mobile TV media transport ratings and influence has significantly increased, as an added media of traditional TV, outdoor public mobile TV, play to its advantages, help to increase sales. As an audience of bus mobile TV, I will try my best to analyze the AD from the audience, for its advantages and disadvantages, and put forward my own views, hope it’s helpful for the bus mobile TV advertisers. Key words: AD Management　 New rules New media Advertising strategies  目　　录 TOC \o 1-2 \h \z \u HYPERLINK \l _Toc231967867 前　　言 PAGEREF _Toc231967867 \h 1 HYPERLINK \l _Toc