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在日益复杂的传播环境下,广告主对于媒体传播平台与价值回报的要求日益提高,特别是在央视卫视环伺、互联网分流的广告客户预算中,给传统的电视媒体特别是地面频道预留的空间越来越小,因此电视广告人需要挖掘更多的传播热点,构筑起更加立体的传播路径,通过多种多样的品牌活动来拉动消费者与广告主之间的互动沟通,真正发挥地面频道在线上传播环境之外的线下营销能力。
In an increasingly complicated environment, advertisers increasingly demand media platforms and value rewards. In particular, in the budget of advertisers with CCTV satellite services and Internet diversion, they are reserved for the traditional television media, especially terrestrial channels Space is getting smaller and smaller, TV advertisers need to tap more hotspot, build a more three-dimensional transmission path, through a variety of brand activities to stimulate the interaction between consumers and advertisers to communicate, and truly play the terrestrial channel Offline marketing beyond the online environment.