论文部分内容阅读
2004年,随着广电总局17号令的出台,全国大部分的电视媒介或明或暗的调整了广告价格。所谓明,指媒介的广告刊例价;暗,指媒介给广告主的折扣、广告公司的代理费和奖励。本次的调价以上涨为主旋律,因此媒介的广告价格成为广告界议论的热点话题。我们在与客户沟通中,经常遇到这样的问题:现在媒介越来越多,受众的分散化程度越来越高,同样量的广告效果也没有过去那么明显,为什么媒介的广告价格不断上调?为什么媒介不让价格下调或保持不动,来降低企业的成本呢?笔者总结从业多年的媒介营销经验,就媒介广告价格的制定,媒介广告价格的特殊性和媒介营销中的价格策略进行探讨,
In 2004, with the issuance of the Order No. 17 of the State Administration of Radio, Film and Television, most of the television media in the country adjusted the advertising prices, either explicitly or implicitly. The so-called Ming, refers to the media advertising prices; dark refers to the media to the advertisers discount advertising agency fees and incentives. The price adjustment to rise the main theme, so the media advertising prices become the hot topic of discussion in the advertising industry. We communicate with customers, we often encounter such problems: more and more media, the audience is increasingly decentralized, the same amount of advertising effectiveness is not so obvious in the past, why the media advertising prices continue to rise? Why does the media not let the price down or remain fixed, to reduce the cost of the enterprise? The author summarizes many years of experience in media marketing, media advertising on the formulation of media advertising, the special characteristics of price and media marketing price strategy to explore,