Study Of Television Advertising, The Main Behavior

With the constant development and perfecting of the market economy of our country, the current advertising market of media has already changed from the seller' s market into buyer' s market era. Under the background of fact that the competition is fiercer and fiercer, in order to obtain competitiveness, TV media need badly to launch newly positive effective marketing activity for advertisers.Modern marketing theories argue that marketing should grasp the customer' s demand firmly, as to media of the TV, the marketing work must regard grasping the ad owner's input behavior and influence factors as the basic point of departure. The effective work does not begin if the input behavior of the ad owner could not be found out clearly thoroughly. And at present the domestic study about ad owner' s behaviors is developing rapidly after starting, and there are not ripe conclusions made to offer reference for effective marketing tactics for TV media. Under such research background, the paper is devoted to studying ad owner' s behaviors, including the characteristics and influence factors of ad owner' s behaviors.The paper adopts positive approach mainly, designing the questionnaire meticulously according to existing literatures, throwing in the essential feature of the behavior and influence factors through a large number of data analyses. The main conclusions of the data analysis are as following:In the view of ad owner, TV advertising input is generally not very high. Life stage of the products, corporate financial status, brand construction phase, sales network can not cause remarkable difference of TV advertising input. Strength of the fund, TV media and program factors, former advertisement, rival advertisement, advertising form, communication with media, prices have great influences for ad owner' s input. Generally speaking ad owner' s still not enough rational at present. The end of the thesis, is based on these characteristics and influence factors, has put forward some ad owner's marketing basic suggestions of TV of our country.