| 广播广告"三维立体"经营构架 |
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| 引用本文： | 李振武,卢霞.广播广告"三维立体"经营构架[J].太原大学学报,2006,7(4):40-42. |
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| 作者姓名： | 李振武 卢霞 |
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| 作者单位： | 大同人民广播电台,山西,大同,037044 |
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| 摘 要： | 当今时代媒体广告经营的市场化越来越明显。作为一个弱势媒体,广播电台必须调整自己的广告经营思路,根据“注意力资源”和“二次售卖”理论,研究广播电台自身资源,探寻市场经济、社会人文、广告市场状况等,确立以客户为中心的理念,构建节目、市场、服务“三维立体”的广播广告经营构架。
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| 关 键 词： | 广播 广告 经营 |
| 文章编号： | 1671-5977（2006）04-0040-03 |
| 收稿时间： | 2006-10-17 |
| 修稿时间： | 2006年10月17 |
The Dimensional Broadcast Advertising Management Frame |
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| LI Zhen-wu,LU Xia.The Dimensional Broadcast Advertising Management Frame[J].Journal of Taiyuan University,2006,7(4):40-42. |
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| Authors: | LI Zhen-wu LU Xia |
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| Abstract: | Nowadays the tendency of marketing is more and more obvious for media's advertising management.As a weak media,broadcast stations must adjust their own advising strategies,according to "attention resources"and "the second selling"theory,study their own resources,explore market economy,social cultural,advertising marketing etc,establish the client-centered idea,build up the three-dimensional broadcast advertising frame based on program,market,service. |
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| Keywords: | broadcast advertising management |
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