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论文编号：	2509
作者编号：	2220080916
上传时间：	2010/6/11 9:38:43
中文题目：	CCTV电视广告的投放策略与技巧研究
英文题目：	CCTV television advertisement delivery strategy and skill research
指导老师：	白长虹
中文关键字：	关键词：潍日高速 可行性研究 项目管理
英文关键字：	Key words：Television advertising; Delivery strategy; Delivery skills
中文摘要：	近几年电视观众的日均收视时间逐年下滑，而互联网的用户数量却在迅猛攀升，传统电视广告利用收视优势、“不求最好、但求最多”的投放方式失去了原有的威信，需要广告主寻求更好的策略和技巧去推广品牌。 CCTV在中国具有很广泛的影响力，对其广告投放策略与投放技巧的研究无疑对广大广告业主具有很重要的意义，同时对电视广告业的长远发展具有实践指导意义，对广大电视观众而言，能在合适的时间收看到合适的电视广告并获得良好的效果，这也是大有裨益的。 本文采用查找文献的方法和调查电视广告案例的方法，以及综合分析，查找各种案例，搜寻影响资料及数据，案例分析等方法研究了以下几个部分内容： 第一部分，总的交代研究背景及意义，论述电视广告的优缺点及发展现状，提出本文的研究内容与方法。第二部分，研究CCTV电视广告的投放策略，主要从投放前的媒体策划、市场状况分析、媒体分析与监测、战略规划等四个方面分别进行阐述。第三部分，研究CCTV电视广告的投放技巧，主要从广告投放的连续性、数据性、季节性、受众选择、广告制作技巧五个方面进行阐述。最后为论文的结论。 研究发现：在广告投放策略方面：电视广告需创新策划。在ＣＣＴＶ电视广告投入前，必须进行投放前的媒体策划，这才是其广告投入取得高回报的前提，是该广告投入产生良好效益的保证。市场状况分析显示，央视频道，实力雄厚，节目质量较高，在激烈的竞争中，以质量保证收视，使其广告收入稳中有升。另一方面，更多的广告客户，把眼光放在了全省，乃至全国的市场上，选择了覆盖面更广、影响力更大的ＣＣＴＶ投放广告，ＣＣＴＶ拥有自己的市场份额。媒体名称、媒体时段、长度、频次、投播时间段，都是广告主广告投放很重要的选择，电视媒体选择影响到广告主的品牌形象与市场扩张.广告主在广告投放前应进行投放分析。电视广告的实际投放是因电视广告产品的市场成熟阶段的不同，在投放策略上也有所差异。因此，依据产品的市场细分阶段，而制定相应的电视广告投放战略有利于更好地配合不同阶段的产品市场进入。 在广告投放技巧方面：广告要长期，持续的投入，才能产生效果，消费者做出购买决定不是短时间的，要有连续性。投放的时间段、秒数、每次播放成本等，千人成本、每收视点成本、总收视点、占有率等数据在一定程度上反应了媒体的价值，不要只重视一些表面的数据，这些数据只是量的考察，更要注重媒体质的考察。太在意数据，往往对电视广告投入也是不好的。广告主应该根据自身特点选择合适的播放时段。其实广告主在电视广告投放上存在一些误区，如只选择收视率高的栏目或时段收视率高代表收看人数多，品牌被消费者认知的几率就高。消费者的需求是企业一切活动的中心和出发点。电视广告的受众是潜在的产品消费者这是广告营销的目的和对象。在制作广告的时候首先要弄清广告的诉求对象，只有这样才能事半功倍。电视广告应该充分结合人物、色彩、音乐、解说等先进的电视手段制作广告精品，使受众在观看电视广告时获得一种艺术享受。
英文摘要：	In recent years, the average daily viewing time of television viewers every year decline, while the number of Internet users are in the rapid rise in the use of traditional television advertising ratings advantage, "Do not seek the best, but to most" of the delivery method to lose the original prestige, advertisers need to find better strategies and skills to promote the brand. CCTV in China, have a very wide influence, their advertising strategies and techniques of running large ads will no doubt have a very important property owners, while television advertising industry, the long-term development of guiding significance in practice in terms of the general audience can be at the right time to watch the right TV ads and get good results, this is also helpful. Study the following steps: a clear division of labor, to libraries, online searching for information, collating information, writing papers reports, papers report on the polish, modify, and ultimately identify the report. The method used to find literature and investigation of cases of television advertising methods, as well as comprehensive analysis, to find a variety of cases, search for the impact of information and data analysis methods such as case studies for the next several sections: The first part, the general account of research background and significance, discussed advantages and disadvantages of television advertising and development of the present situation of research content and methods of this article. The second part of the study CCTV television advertising campaign strategies, mainly from the pre-launch media planning, market analysis, media analysis and monitoring, strategic planning, described separately in four areas. The third part of the study CCTV television advertising delivery techniques, mainly from advertising continuity, data nature, seasonal, audience selection, advertising production techniques described in five aspects. Finally, the thesis conclusions. The study found: In the advertising strategy: TV ads must innovate planning. TV advertising investment in CCTV, they must be put in front of the media planning, this is taking its advertising into a high return on the premise, is the advertising dollars to produce good results guarantee. Market conditions analysis shows that CCTV channel strength, the higher the quality of programs, in competing in the fierce competition, quality assurance ratings, advertising revenue rose steadily so. On the other hand, more advertisers, to look on the province, and even the country's market, choose a wider coverage and influence a larger CCTV ads, CCTV has its own market share. Media name, media, time, length, frequency, investment and broadcast time period, are very important to advertisers the choice of ads, television media selection affect the advertiser's brand image and market expansion. Advertiser in the ads should be put before the analysis of . The actual running TV ads because of television advertising products in the market maturity of the differences in campaign strategies also vary. Therefore, based on products in the market segmentation stage, while the development of appropriate strategies for television advertising will contribute to better suit the different stages of market entry. In the advertising skills: Ads should be long-term, sustained investment in order to be effective, consumers make purchase decisions is not a short period of time, there must be continuity. Put in the time period, the number of seconds, each player costs, cost per thousand, cost per revenue perspective, the total income point of view, share data such as reaction to a certain extent, the value of the media, do not just pay attention to some data on the surface, these data is only quantitative study, but also should pay attention to qualitative examination of the media. Take too much notice of data, often right into television advertising is bad. Advertisers should be based on their own characteristics choose a suitable airtime. In fact, advertisers, advertising on television there are some errors, such as to select only the high ratings, the ratings column or times to watch the high number of people on behalf of brand awareness by consumers likely will be high. Consumer demand is the business center of all activities and the starting point. TV advertising audience is a potential consumer, it is the purpose of marketing, advertising and object. When the production of advertising ads should first understand the demands of the object, the only way to more with less. TV ads should be fully integrated character, color, music, narration and other advanced means of production of television advertising boutique, so that the audience watching television advertisement was a kind of art to enjoy.
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