我国数字电视时代广告发展的困境及策略探析
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摘要
对于我国电视广告而言,电视数字化既是挑战更是机遇。本文从电视广告生存和发展的变化环境角度切入,阐述了我国电视广告在即将进入数字电视时代有待解决的困难和问题,探索数字电视广告发展的新思路时起焕发新的生命力。本文采用文献研究和调查研究的方法,运用实例和网络资源给出相关证明和数据分析数字电视媒体及数字电视广告本身的特殊性,探讨数字电视时代广告如何走出困境变危机为机会。本论文的创新点在于首次提出要利用数字电视本身的媒体技术收集受众的收视习惯及特点,将这些数据和资源用于对广告事前的策划及广告事后效果评估提供可靠来源。并提出类似于广告短剧的、广告分类搜索频道等新的广告形式。分析了数字电视广告存在的问题,提出了建设性意见。本课题属于试探性研究,而任何试探性研究和预测都是较为困难而未可穷尽的。尽管如此,我国电视广告的数字未来仍需我们去努力把握。
At present, China's digital television is still in its infancy, it has good prospects for development. Digital TV from traditional analog television developed from technology and equipment made on the advantages of digital TV than the original analogue television with a more high-definition TV screen, but also more high-quality acoustics. The emergence of digital television in the fundamental subversion of the traditional concept of TV, it is changing from a computer in the diversification of unique features. It can be said that digital TV has been a public media from viewing tools, a large number of information systems include home video services. Perhaps a few years ago, digital TV for us, or unfamiliar words, but with our figures the faster pace of comprehensive start cable digital TV conversion city as a whole will be more and more, the promotion of terrestrial digital television will continue to expand, Digital TV will be gradually moved into our lives.
As China has gradually entered the digital television era, television advertisements are taking place in the business environment and will continue to play an important change. At the same time, brought about by the digital TV these changes so that we have reason to doubt whether the ads can continue to survive. Digital TV, although to ordinary viewers brought more realistic images and related facilities, but also to the traditional television advertising industry impact. The rapid development of digital television means that the mandatory television advertising business model by the deadly challenge. The rapid development of digital television means that the mandatory television advertising business model by the deadly challenge. With the increasing development of digital television, people have to choose the diversity of television advertising. But China is now the TV commercials are still there are all kinds of ills, has become increasingly unable to meet the era of digital television advertising requirements. Digital TV overall conversion, how to develop new sources of revenue to make up for set-top boxes presented by the huge debt, radio and television networks to become an important task to run a business.xt one, and the emergence of digital TV advertising, not only on the radio and television industries, but also for advertising, marketing area will have a far-reaching impact.
It can be said that the increasing popularity of digital television, but television advertising will not disappear. Only traditional television advertisements must be adjusted accordingly in order to meet the requirements of interactive advertising and the development of new technologies. Furthermore, from the spread of view, the interactive digital TV capabilities and the resulting personalized advertisements implying an enormous business opportunities. In the digital TV era, using digital technology, television commercials will be information-based, interactive, personalized and humanized. Its survival and development is the basis of the new high-capacity, a wide range of advertising space, interactive advertising capabilities, rich, personalized information content and humane services. Based on its extension for the digital TV platform, the sustainable development of television advertising. Value-added services including advertising, interactive advertising services including advertising, and multimedia information services. Not only that, given the digital TV television in the information society of equal status. Analogue television era of passive acceptance after the break, digital TV will fundamentally change the "beneficiaries" of the status and role of the audience will have more activities spread throughout the initiative and the right to speak. Digital TV interactive features greatly expand television advertising space for development. As long as the audience needs in the programme can be broadcast at any time in their favorite spots professional advertising, so as to solve the traditional television advertising time slots and grab the audience watched evade the contradiction between.
This paper from the era of digital TV in China's TV advertising of the new study starting with the operating environment, and with our existing advertising of their own characteristics and the current developments. On the digital TV era background TV commercials, will face the dilemma described by its own digital TV with the new technical features. Analysis of new technology in the new media of how the development of the domestic television advertising change crisis into opportunity, using digital television technology to develop new advertising strategies and explore new forms of advertising. For advertisers, digital TV to their activities to the depth and breadth. They get customers for the information dialogue with customers, and to assess the effect of advertising. People have already seen the potential of the digital TV interactive, digital TV has the people, through remote control and the red button, and submit data to the terminal.
Digital TV era face the opportunities and challenges, China's television advertising should be improved and a new strategy adjustments. Through these adjustments to break through the limitations of analog TV era, the era of digital television conform to the new requirements. We must analyze the new changes, and adjust accordingly response. Therefore, the digital TV era and the plight of the development of advertising strategy, we should do more advertising to ponder. The development of digital television, in advertising to the great room for development, but also to advertising staff a great challenge, and many areas for research and exploration. Therefore, the digital TV era and the plight of the development of advertising strategy, we should do more advertising to ponder.
But unfortunately, in the development of digital television advertising strategy and the plight of the analysis. Domestic scholars study less, Feng An ultra-digital television advertisements, as well as the technical characteristics of digital television advertisements survey evaluation system were studied. Digital TV ads on the study, the technical aspects, marketing less. In addition, advertising is only practice and the assessment of the planning is not enough, as more advertising must be clear figures on the importance of television advertising. The development of digital television advertising strategy and the plight of research, will the domestic digital TV advertising industry has an important reference value. Therefore, the development of digital television advertising strategy and the plight of research, will the domestic digital TV advertising industry has an important reference value, a rainy day can deal with easily.
At present, China's digital television is still in its infancy, it has good prospects for development. Digital TV from traditional analog television developed from technology and equipment made on the advantages of digital TV than the original analogue television with a more high-definition TV screen, but also more high-quality acoustics. The emergence of digital television in the fundamental subversion of the traditional concept of TV, it is changing from a computer in the diversification of unique features. It can be said that digital TV has been a public media from viewing tools, a large number of information systems include home video services. Perhaps a few years ago, digital TV for us, or unfamiliar words, but with our figures the faster pace of comprehensive start cable digital TV conversion city as a whole will be more and more, the promotion of terrestrial digital television will continue to expand, Digital TV will be gradually moved into our lives.
As China has gradually entered the digital television era, television advertisements are taking place in the business environment and will continue to play an important change. At the same time, brought about by the digital TV these changes so that we have reason to doubt whether the ads can continue to survive. Digital TV, although to ordinary viewers brought more realistic images and related facilities, but also to the traditional television advertising industry impact. The rapid development of digital television means that the mandatory television advertising business model by the deadly challenge. The rapid development of digital television means that the mandatory television advertising business model by the deadly challenge. With the increasing development of digital television, people have to choose the diversity of television advertising. But China is now the TV commercials are still there are all kinds of ills, has become increasingly unable to meet the era of digital television advertising requirements. Digital TV overall conversion, how to develop new sources of revenue to make up for set-top boxes presented by the huge debt, radio and television networks to become an important task to run a business.xt one, and the emergence of digital TV advertising, not only on the radio and television industries, but also for advertising, marketing area will have a far-reaching impact.
It can be said that the increasing popularity of digital television, but television advertising will not disappear. Only traditional television advertisements must be adjusted accordingly in order to meet the requirements of interactive advertising and the development of new technologies. Furthermore, from the spread of view, the interactive digital TV capabilities and the resulting personalized advertisements implying an enormous business opportunities. In the digital TV era, using digital technology, television commercials will be information-based, interactive, personalized and humanized. Its survival and development is the basis of the new high-capacity, a wide range of advertising space, interactive advertising capabilities, rich, personalized information content and humane services. Based on its extension for the digital TV platform, the sustainable development of television advertising. Value-added services including advertising, interactive advertising services including advertising, and multimedia information services. Not only that, given the digital TV television in the information society of equal status. Analogue television era of passive acceptance after the break, digital TV will fundamentally change the "beneficiaries" of the status and role of the audience will have more activities spread throughout the initiative and the right to speak. Digital TV interactive features greatly expand television advertising space for development. As long as the audience needs in the programme can be broadcast at any time in their favorite spots professional advertising, so as to solve the traditional television advertising time slots and grab the audience watched evade the contradiction between.
This paper from the era of digital TV in China's TV advertising of the new study starting with the operating environment, and with our existing advertising of their own characteristics and the current developments. On the digital TV era background TV commercials, will face the dilemma described by its own digital TV with the new technical features. Analysis of new technology in the new media of how the development of the domestic television advertising change crisis into opportunity, using digital television technology to develop new advertising strategies and explore new forms of advertising. For advertisers, digital TV to their activities to the depth and breadth. They get customers for the information dialogue with customers, and to assess the effect of advertising. People have already seen the potential of the digital TV interactive, digital TV has the people, through remote control and the red button, and submit data to the terminal.
Digital TV era face the opportunities and challenges, China's television advertising should be improved and a new strategy adjustments. Through these adjustments to break through the limitations of analog TV era, the era of digital television conform to the new requirements. We must analyze the new changes, and adjust accordingly response. Therefore, the digital TV era and the plight of the development of advertising strategy, we should do more advertising to ponder. The development of digital television, in advertising to the great room for development, but also to advertising staff a great challenge, and many areas for research and exploration. Therefore, the digital TV era and the plight of the development of advertising strategy, we should do more advertising to ponder.
But unfortunately, in the development of digital television advertising strategy and the plight of the analysis. Domestic scholars study less, Feng An ultra-digital television advertisements, as well as the technical characteristics of digital television advertisements survey evaluation system were studied. Digital TV ads on the study, the technical aspects, marketing less. In addition, advertising is only practice and the assessment of the planning is not enough, as more advertising must be clear figures on the importance of television advertising. The development of digital television advertising strategy and the plight of research, will the domestic digital TV advertising industry has an important reference value. Therefore, the development of digital television advertising strategy and the plight of research, will the domestic digital TV advertising industry has an important reference value, a rainy day can deal with easily.
引文
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[2] 赵静:《理性感性 抓客户服务》见《中国广播影视》2007 年,第395 期 ,P13 。
[3] 格兰研究:《中国有线电视数字化暨机顶盒发展研究报告-Q3,2007》2007 年。
[4]《国家广电总局副局长张海涛演讲》2008 年新浪科技 http://www.sina.com.cn.
[5]《2007 年中国数字电视行业研究咨询报告》出版时间:2007 年天极China Byte 互联网 http://www.chinabyte.com.
[6] 程峰:《数字电视为传统广告敲响警钟》发表时间:2004 年中华传媒网 http://www.mediachina.net/.
[7] 彭巧莲:《数字化电视冲击中国电视业传统盈利模式》[J]《新闻与信息传播研究》2004(1)P30-34。
[8] 程峰:《数字电视为传统广告敲响警钟》发表时间:2004 年中华传媒网 http://www.mediachina.net/.
[9] 彭巧莲:《数字化电视冲击中国电视业传统盈利模式》[J]《新闻与信息传播研究》2004(1),P30-34。
[10] 彭巧莲:《数字化电视冲击中国电视业传统盈利模式》[J]《新闻与信息传播研究》2004(1),P30-34。
[11] 郑香霖:《新电视广告年代:“媒体变异”之后》2007 年中国经营报。
[12] 陈健:《数字电视商机逾万亿 设备商初尝甜头》见《深圳特区科技》2004 年第 8 期,P40-45。
[13] 陶蓉:《互动视频电视开辟数字电视产业链》新浪科技 2006 年。
[14] 冷凇:《论中西方转型期的电视广告》人民网 2005 年。
[15] 陈洲:《数字电视用户增长趋势与收视需求分析 》中华新闻报 2007年。
[16] 陈刚:《后广告时代——网络时代的广告空间[J]》现代广告,2001(7),P17。
[17] 杨华钢:《受众为王——数字时代电视频道品牌营销战略》中国广播电视出版社 2007 年第一版,P50-51。
[18] 王晓乐:《植入式广告:强力渗透的营销传播工具》见《销售与管理》2004 年 11 月刊,P12。
[19] Knezo:《植入式营销:含情脉脉的广告利器》焦点博客 2006 年http://blog.focus.cn.
[20] 陈溢:《短片广告,一场视觉的盛宴》见《广告大观》2007 年。
[21] 冯广超、方玉淳:《数字电视广告》北京广播学院出版社 2004 年第一版,P89。
[22] [美]约瑟夫?斯特劳巴哈、罗伯特?拉罗斯著、熊澄宇译:《信息时代的传播媒介》清华大学出版社 2002 年第一版,P227。
[23] 舒咏平、陈少华、鲍立泉:《新媒体与广告互动传播》华中科技大学出版社 2006 年第一版,P79。
[24] 冯广超、方玉淳:《数字电视广告》北京广播学院出版社 2004 年第一版,P29-31。
[25] 冯广超、方玉淳:《数字电视广告》北京广播学院出版社 2004 年第一版,P42-44。
[26] 张一洲:《新技术对视频点播应用技术的分析和研究》见《现代电子技术》2007 年第 1 期,P39。
[27] 赵静:《理性感性 抓客户服务》见《中国广播影视》2007 年第 395期,P13。
[28] 胡晓云、汪前军:《中国数字电视的盈利模式》见《现代广告》2006年,P25-27。
[29] [美]约瑟夫·洛塔著,洪兵译:《分割美国—广告与新媒介世界》,华夏出版社 2003 年第一版,P16。
[30] 陈晓洲:《如何进行 ROI 传播效果评估》见《实力传播》2003 年第 27 期,P29-32。
[31] [美] ASPATORE BOOKS(公司) 谢礼妹译:《卓越的广告大师》中国水利水电出版社 2004 年第一版,P23-26。
[32] 许顺利:《广告不打水漂——如何有效做广告》上海人民出版社 2001 年第一版,P52。
1.舒咏平、陈少华、鲍立泉著:《新媒体与广告互动传播》华中科技大学出版社 2006 年第一版。
2.杨华钢:《受众为王——数字时代电视频道品牌营销战略》中国广播电视出版社 2007 年第一版。
3.李志恒 郑香霖 《实力主张》当代中国出版社 2005 年第一版。
4.江帆《广告媒体策略》浙江大学出版社 2004 年第一版。
5.[美]泰利斯(Tellis,G.J.)著,李洋、张奕、晓卉译:《广告效果评估(广告何时如何和为什么有效)》中国劳动社会保障出版社 2005 年第一版。
6.[美] ASPATORE BOOKS(公司) 谢礼妹译《卓越的广告大师》中国水利水电出版社 2004 年第一版。
7.王晓著:《欲望花窗-当代中国广告透视》中央编译出版社 2004 年第一版。
8.张振宏著:《如何进行营销策划》北京大学出版社 2004 年第一版。
9.冯广超、方玉淳:《数字电视广告》北京广播学院出版社 2004 年第一版。
10.[美]约瑟夫?斯特劳巴哈、罗伯特?拉罗斯著、熊澄宇译:《信息时代的传播媒介》清华大学出版社 2002 年第一版。
11.许顺利:《广告不打水漂——如何有效做广告》上海人民出版社 2001年第一版。
12.[美]肯尼斯、罗曼:《如何做广告》新华出版社 2005 年第一版。
13.苗宇:《公司广告策划与广告战略》云南大学出版社 2001 年第一版。
14.[美]杰克.西瑟斯 罗杰.巴隆、闾佳、邓瑞锁译:《广告媒体策划》中国人民大学出版社 2006 年第一版。
15.昝廷全:《中国传媒经济》(第二辑)科学出版社 2005 年第一版。
16.CTR 市场研究公司《2005-2006 中国新兴媒体发展与研究蓝皮书》中国传媒大学出版社 2006 年第一版。
17.冯广超:《数字媒体概论》中国人民大学出版社 2004 年第一版。
18.余名阳、陈先红:《广告策划创意学》复旦大学出版社 2007 年第一版。
19.[美]汤姆·邓肯著、周洁如译:《整合营销传播》中国财政经济出版社 2005 年第一版。
20.吴延俊:《科技发展与传播革命》华中科技大学出版社 2001 年第一版。
21.舒咏平:《广告创意思维》安徽人民出版社 2004 年第一版。
22.[日]清水公一、胡晓云译:《广告理论与战略》北京大学出版社 2005年第十三版。
23.钟以谦著:《媒体与广告》中国人民大学出版社 2001 年第一版。
24.叶茂中营销策划机构著:《创意就是权利》机械工业出版社 2003 年第1 版。
25.陈刚著:《新媒体与广告》中国轻工业出版社 2002 年第一版。
26.[美]约瑟夫·斯特劳巴哈罗伯特·拉罗斯著、熊澄宇译:《今日媒介:信息时代的传播媒介》清华大学出版社 2004 年第二版。
27.彭锡胜著:《广告媒介大全》湖北美术出版社 2003 年第一版。
28.陈亮:《智略-广告媒介投放实施方法》机械工业出版社 2006 年第一版。
29.陈小云:《泛广告时代的幻象》复旦大学出版社 2006 年第一版。
30.陈放:《创意学》金城出版社 2007 年第一版。
31.佘贤君:《电视广告营销》中国广播电视出版社 2004 年第一版。
32.[法]雅克.郎德维、[法]阿尔诺.德.贝纳斯特、綦玉宁译:《广告金典》中国人民大学出版社 2006 年第一版。
33.张丽君:《广告人面对面-对话宋秩铭、苏雄、彭德湘》中国物价出版社 2007 年第一版。
34.杨军:《广告不能这样做》中国经济出版社 2007 年第一版。