| The production and style of news have produced an unprecedented situation.The boundaries between the media are gradually fading,"everyone is the media".The diversification of production themes and communication channels is more complicated than in any previous era.In order to improve the guiding power,communication power,influence and credibility of TV media,many TV stations have begun to transform and merge.This paper mainly analyzes the environmental conditions under which integrated marketing communication can be popularized and applied in TV stations and the advantages,disadvantages,opportunities and threats of TV advertising itself.The fifth chapter is to formulate some corresponding marketing strategies based on the characteristics of TV advertising industry and integrated marketing communication.At present,the development of TV advertising must adjust its development direction and thinking in time according to the changes in the communication environment.Under the general trend of industrial transformation in the media field,radio and TV media must have a thorough understanding of the needs of the market and the audience,and the coexistence of innovation and integration capabilities,so as to be in an invincible position in the market competition. |
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