Research On Mixed-media Transmission And Television Advertising Operation Mechanism

With the gradual deepening of the communications industry in Chinamarket and the dissemination of revolutionary breakthrough technology, mediamanagement of the ecological environment is undergoing profound changes.Under the new policy situation and the competitive environment, the televisionmedia must be fully adjusted operating measures, the television advertisingbusiness from a low starting point for high-growth into the starting point of lowgrowth "bottleneck".TV commercials running a successful business relationship with thesurvival of the television media, the fast fission reorganization media marketrequires strategic thinking and strategies of the dual, therefore, actively penetratethe essence of integrated marketing are all aspects of the television advertisingbusiness. For TV media, in advertising policies increasingly tightened rapidlygrowing and new media environment, only the advertising business alone does notbring revenue-generating growth from the roots of further integration program hasbecome imperative. Now that we have to rely on the number of operating yearsinto the era of quality must be operating the new era of TV advertising andmarketing with the new characteristics of the times. Separation of production andbroadcasting become a new focus, the television media from the central to localstruggles intensified, mixed-media integration of marketing the emergence of newopportunities and tests for traditional TV advertising business. In contrast, thethinking of the TV people must also be corresponding changes: role "shopkeeper"to "salesmen" strategy from extensive management to professional management,attitude to grab advertising from other advertising, but all is rooted in reform andchange on the institutional mechanisms for improvement and innovation in orderto promote the program post-marketing only mechanism mixed media ofcommunication, channels of "1+X" X infinitely expanded and extended, in orderto achieve advertising and marketing audience arrival rate and to maximize theeffect of the market.Inquiries through the Internet and access to relevant books and televisionInternal Reference obtained by plenty of typical cases through data analysis,research conclusions by induction. Departure from traditional television advertising, combined advertising forms, characteristics and development statusquo of mixed media marketing strategies and mechanisms to explore televisionadvertising trends.