受众面较窄情况下电视媒体广告运作的新思路——以中央电视台军事频道为例  

New Ideas About the Operation of Television Advertising Who Suffered A Narrow Audience Circumstances -Illustrated by the Example of CCTV Military

作　　者：白尚泽 

机构地区：[1]中央电视台军事节目中心对外合作部,北京100120

出　　处：《现代广告》2016年第12期35-39,共5页Modern Advertising

摘　　要：在刚刚过去的2015年上半年，传统电视传媒广告经历了一个较为低迷时期，尤其对于受众面较窄的电视媒体影响更为明显。本文以受众面较窄的中央电视台军事频道为研究对象，通过分析电视媒体广告发展现状及受众面较窄带来的局限性，得出提高广告运作的新思路：一、化劣势为优势，注重精准投放；二、利用T2O模式，发展互动广告；三、抓住大事件傍焦营销，扩大受众面。In the past the first half of 2015,the traditional television media advertising has experienced a depressed period of time, especially those who suffered narrow audience. Taking military channel as a case, this paper aims at coming up with new ideas to deal with the dilemma existed in television advertising. After analyzing the current developing situation of television advertising and the limitation of narrow audience, corresponding ideas were put forward： First, changing threaten into advantage by means of target advertising running. Second,developing interactive advertising through T2O. Last, taking full advantage of breaking news and big events in order to broaden its audience base.

关 键 词：受众面窄 军事频道 广告运作 

分 类 号：F713.80[经济管理—广告]