| While Chinese TV Advertisement has been flourishing, it is faced with many difficult problems: TV channels multiplied rapidly, program-homogenization became seriously, the overlapping coverage expanded, the advertisement clients were distributed, and the advertisement earnings got harder and harder. Under such circumstances, in order to achieve the advertisement earning goals, many advertisement operators prolonged the time of advertisement at will, reduced the discount of advertisement arbitrarily, which disturbed advertisement market's pricing order. All of these behaviors not only went against regulating the pricing conducts and the market supervision, but weakened the delivering effect of advertisement and hindered the healthy development of advertisement as well. Taking TV advertisement pricing as the object for studying, this paper constructs the pricing model of TV advertisement, which is of importance for guiding to formulate the scientific and reasoning price of TV advertisement.This paper inclines to the view that the attributing factors of TV advertisement's value are consistent with the influencing factors of TV columnl's value. The attributing factors of TV advertisement's value consist of internal and external aspects. The internal attributing factors include TV costs, brand image, and the form and quality of program, etc., while the external include TV audience reception, the coverage of TV channel and program, the earning goal of TV channel, market requirement and the environment of advertisement etc. The evaluating indicator of TV advertisement's value comprises audience rating, coverage rate and the degree of satisfaction, likewise, the main indicators of price-fixing of TV advertisement consist of audience rating, coverage rate and the degree of satifaction. Finally, this paper constructs the pricing model of TV advertisement, i.e., the price of TV advertisement =28.314×degree of satifaction+440.296×audience rating-2242.443,with which this paper makes some actual examples of application.Inspite of the fact that there remains certain inaccuracy between the price of TV program advertisement calculated according to the model and the the real advertisement price, the pricing model of TV program advertisement is also an important basis for price-fixing of TV advertisement, because using this model, not only can cause TV channel to fix the scientific and right price of advertisement, but also can provide the theoretical base for the relative govermental department regulating the pricing market of advertisement. |
