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广告主、广告代理公司以及广告媒介被称为广告市场的三大要素,媒介购买公司源于广告代理公司进行广告活动.本文通过对广告市场传统三要素的阐释,追溯媒介购买公司与广告代理公司发展的渊源,探讨媒介购买公司作为独立要素对当今广告市场的影响和对广告业的推动,预见媒介购买公司将成为广告市场第四要素的趋势. 相似文献
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媒介购买公司的发展,一直备受关注,尤其是近几年,外资媒介购买公司的整合与规模化扩张,不仅加快了广告行业的竞争,而且对广告业三大主体也带来了一定程度上的影响,同时本土媒介购买公司也受到不小的冲击.本文先对媒介购买公司在中国的发展进行了梳理,分析了其优势以及对广告业的影响,并针对媒介购买公司在发展中所面临的困境,提出了相应... 相似文献
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在传统的全面代理广告公司,良好的创意或策划有助于公司吸引广告人才,吸入资金,而媒介仅起辅助作用。但现在已经不是这种情形了,随着广告主对媒介的重视以及多种媒体的出现等原因,出现了媒介购买公司,媒介在广告公司的地位徒然上升,从成本转变为利润。本文通过资料的收集整理,探讨了媒介购买公司产生及发展的原因,比较了媒介购买公司在欧洲发展过程出现的差异,并说明了其在发展过程中遭遇到的挑战及其相应的对策。 相似文献
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这是一个崇尚专业的时代,更是一个注重细节的时代。没有专业的领航,任何企业都无法将客户服务做到极致。而湖南顺风传媒有限公司是一家专注于全国性媒介投放策略研究和执行的专业媒介代理公司,能够根据广告主的产品特征,目标群体的媒介消费习惯,竞争品牌的媒介策略,营销区域的媒介环境,营销目的等因素为广告主量身定制专属媒介策略。在促进中国媒介公司的专业化,帮助中国企业实现媒介投放科学化的道路上一直孜孜以求。 相似文献
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消费文化是跨国公司在中国扩张的前提,也是中国自身经济成长的重要保证;在跨国公司渗透的大力推动下,中国在短短的20年中培育出了西方历经百年发展起来的消费文化;电视媒体作为传播消费文化的利器被大加利用,其对消费文化中享乐、暴露和自恋主张的回应是导致中国电视媒体低俗化的重要原因。跨国公司在推广消费文化的同时,借助其在本土媒体市场中的代理人——跨国广告公司和外资媒介购买公司实现了对中国媒体利益分配格局的重构,在欧美模式的广告代理制下,作为跨国公司重要代言人的外资媒介购买公司实现了对中国优质广告客户的控制(跨国公司和本土大品牌)以及对本土优质电视媒体资源的掌握,在压缩本土电视媒体经济利益的同时,出现了向内容领域扩张的倾向,对本土电视媒体的社会利益提出了挑战,需本土电视媒体审慎应对。 相似文献
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WTO后的中国出现了许多大型媒介购买公司,2006年以来,这些公司大张旗鼓的展开了新一轮的资源整合运作,在中国市场进一步扩张规模与实力,其中尤以全球知名广告集团WPP下属的群邑机构为代表,这些群邑机构对中国媒体代理市场“多而散、小而杂”的局面造成了巨大冲击。由此,媒介购买公司整合化发展所表现的特性及其对整个市场所带来的影响值得我们探究。 相似文献
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Advertising has an important role in the media industry. In a context where advertising generates a negative externality for viewers, this article analyzes the factors explaining ad prices in free TV empirically. This article also considers the participation of government-owned broadcasters in the Spanish market. This study finds that private ownership is associated with higher advertising prices. The results show a positive relation between audience size and ad price and a negative relation between ad price and advertising time. In addition, this study finds that higher prices are associated with the percentage of the population between 14 and 29 years old and the regional gross domestic product per capita in the broadcast area. 相似文献
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英国在脱欧后经济发展的不确定性增强,波及传媒产业,尤其是电影业.相对于传统媒体,移动互联网快速发展,智能手机超越笔记本成为主要的上网工具,移动广告支出年增长率超过50％;英国脱欧后传媒产业面临欧盟资助锐减、产业链重构和人才流失等问题;对于英国传媒产业的未来发展,数字化成为传媒产业发展最重要的驱动力、媒介规制程度将会加深、智能手机作为最重要的上网工具占比将达到50％、媒介使用的代际和性别差异会更显著、用户总媒介使用时间会继续增长、数字媒体商业模式从广告转变到用户支付、用户数据管理成为新媒体时代的财富储备、人工智能日益受到传媒业界关注. 相似文献
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在业界,人们常把广告视作新闻传媒业的生命线,而在中国广告学学术史上,广告学学科的确立与发展,也与新闻学界学者的努力密不可分。徐宝璜、邵飘萍、戈公振、蒋裕泉、赵君豪等新闻学者或业界专家,都在新闻研究的过程中对广告经营、广告创作、广告主的媒体选择等问题上进行了理论探索,有的还积极参与报学系的广告教学,甚至写出独立的《广告学》著作。尽管广告学科不可能仅仅依赖于新闻学的学术资源,但在今天回顾中国广告学学术史的同时,注意到新闻学作为一个重要的学术源头,对于思考当今广告学在新闻传播学学术格局中的定位与意义,仍有指向现实的理论意义。 相似文献
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This three-wave e-mail/Web-based survey examined current perceptions of media sales representatives. Media departments from small, medium, and large advertising agencies across the United States answered questions related to the general perception, influence, and role of media sales representatives across media types. Overall, the findings suggested a favorable opinion about media sales representatives with magazine representatives rated as most influential. Trust emerged as a critical component in the buyer–seller relationship. In addition, providers of reliable knowledge and information were found to be critical roles of media sales representatives. The findings are noteworthy and emphasize the importance of educating industry sales representatives regarding the value of relationship building in the media sales process. 相似文献
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Sylvia M. Chan-Olmsted 《媒体管理杂志》2013,15(1-2):2-3
This research critically examines the debate and issues surrounding theory and practice concerning regulation and advertising self-regulation with the aim of understanding more fully the implications for the future of coregulation, as well as for coregulating broadcast advertising. Regulatory reform in the United Kingdom, including the creation of the Office of Communications (Ofcom) as a unified regulator for the communications industry, has led to contracting out the regulation of broadcast advertising to an industry coregulator. As a result of a critical examination of theory and practice, important theoretical and managerial implications are made regarding effective interfacing with public and consumer bodies as well as approaches to issues of media convergence. Such analyses and implications are important for understanding better the potential for effectiveness and viability of coregulation as well as for evaluating the likelihood of returning to statutory regulation. 相似文献
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Harsh Taneja 《Journal of Media Economics》2013,26(4):203-219
Many studies have examined contests between audience measurement systems in media markets. These suggest that the audience measurement industry is a natural monopoly. This study revisits the question with a novel approach by investigating a market at a time when two measurement services provided data. Executives were interviewed in the Indian television market on how they used information available from two competing ratings services. Although market participants recognized only one system (TAM, which provided weekly ratings) as the currency for trading advertising time, many used the second system (aMAP, an overnight ratings service) selectively for improving network performance. Therefore, fragmented markets can support multiple systems if they serve distinct institutional interests. 相似文献
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Roberto Roson 《Journal of Media Economics》2013,26(4):234-257
In this article, a model is introduced that has 2 distinguishing features. First, the multidimensional nature of competition in media markets characterized by free access and advertising is acknowledged, through explicit modeling of vertical and horizontal differentiation. Second, the price of advertising depends on the expected audience composition, not simply on its magnitude, and the amount of price discrimination. It is found that market equilibria depend on a number of critical factors: the amount and type of price discrimination in advertising, the correlation between formats and audience composition, the relative profitability of the different market segments, and diseconomies of scale in program quality. For a variety of market structures, the ability to discriminate on the price of advertising encourages a higher level of quality in broadcast media. 相似文献
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This study examines certain changes made within the Russian newspaper industry both before and after the political transformations occurring in the former Soviet Union. Although these changes began after Gorbachev came to power, the most dramatic changes took place after the collapse of the Soviet Union. The political economy perspective provides a useful means to explain the relation between these socioeconomic transitions and the newspaper industry. Since the failed coup of August 1991, the Russian media have attempted to adapt to conditions persistent with the free market economy. As a result of the free market economy, the Russian newspaper industry currently tends to depend on advertising revenue for survival. 相似文献