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2011年下半年开始,全球经济依旧下滑,中国经济发展速度放缓。一方面,相关行业受经济大势影响较大,直接反应在其营销策略和广告策略上,例如医药和化妆品行业广告投放量锐减;另一方面,新兴产业受到经济环境制约,增速缓慢,间接影响其发展速度,突出体现在其对广告投入持保守和观望态度。同时,国际国内众多经济不确定因素不同程度地对2012年的广告市场形成压力。纵观2012年上半年,中央电视台各频道和各大卫视台都进行了改版,推出了一些有竞争力的栏目,收视率也有了明显提升,但并没有有效的带动广告市场的增长,原因之一是因为广告主受到经济形势的影响而调整了投放方向,选择受众更为集中的新媒体。
Beginning in the second half of 2011, the global economy is still declining and China’s economy is slowing down. On the one hand, the related industries are greatly affected by the economic situation and directly respond to their marketing strategies and advertising strategies. For example, the advertising volume of the pharmaceutical and cosmetics industries is sharply reduced. On the other hand, emerging industries are constrained by the economic environment with slow growth and indirect Affect its speed of development, highlighting its conservative and wait and see attitude on advertising investment. At the same time, many domestic and international economic uncertainties have, to varying degrees, put pressure on the advertising market in 2012. Throughout the first half of 2012, CCTV channels and major satellite TV stations were revised, introduced some competitive columns, ratings have also been significantly improved, but did not effectively promote the growth of the advertising market, the reason First, because advertisers are affected by the economic situation and adjust the direction of delivery, choose a more focused audience of new media.