| 市县级电视台优化广告经营方式初探 |
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| 引用本文： | 冯程程.市县级电视台优化广告经营方式初探[J].郧阳师范高等专科学校学报,2006,26(6):89-91. |
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| 作者姓名： | 冯程程 |
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| 作者单位： | 武汉理工大学,文法学院,湖北,武汉,430070 |
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| 摘 要： | 市县级电视台因其地域性和覆盖限制,难以吸纳大范围的广告客户,在广告发布中存在形式与内容单一,观众关注度、信任度偏低,客户忠诚度低的问题.优化市县级电视台广告经营,关键在于充分发掘其在本地市场的传播潜力,做出比较精准和实际的媒介定位;完善客户经营,提高广告客户的忠诚度;并借助平面、广播、邮递等形式进行整合营销传播,从而增加传播的效果.
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| 关 键 词： | 媒介定位 客户经营 整合营销传播 |
| 文章编号： | 1008-6072(2006)06-0089-03 |
| 修稿时间： | 2006年9月26日 |
On the Advertisement Management Optimizing Means of County- level TV Stations |
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| FENG Cheng-cheng.On the Advertisement Management Optimizing Means of County- level TV Stations[J].Journal of Yunyang Teachers College,2006,26(6):89-91. |
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| Authors: | FENG Cheng-cheng |
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| Abstract: | County-level TV stations, for the limit of covering region,can't win advertisement clients of large extension,so that they have these problems in advertisement publicity,such as singleness in form and content,low attention and confidence from audience,low faith from clients.To optimize the advertisement management means of county-level TV stations,we should first fully develop the spreading potential of local market and make out suitable and practical media orientation;improve customer management so as to enhance clients' faith,and combine the comprehensive marketing efficiency of printing materials,broadcasting and postal media,for the purpose of improve the efficiency of advertisement publicity. |
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| Keywords: | media orientation customer management comprehensive marketing |
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