广告商对商业媒体的影响 [3]
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论文字数:3236论文编号:org201511052046279316语种:英语 English地区:美国价格:免费论文
关键词:Advertisers商业媒体互联网
摘要:本文是留学生媒体学课程作业,主要内容是讨论现在广告商对商业媒体的影响。
in the audience over the age of 50. Besides, another factor advertisers want to control is the media environment. They are engaged in creating a positive selling environment to make sure that the media content around the advertisements complements the messages and tones of their ads.
广告商水平影响商业媒体-The levels advertisers influences the commercial media
Advertising has been central to the formation of the contemporary media landscape. With the high development and growth of advertising, advertisers have more right to participate the decision of media. Mainly, their influence can operate at several levels.
作用-Instrumental
Basically, advertisers will adopt the instrumental interventions to seek to affect particular media products, trends, or policies. This influence can be reflected both by individual and collective.
Individually, advertisers always interested in the sector in which particular companies endeavor to, they follow the mainstream of the media market and change their strategies to look for maximum interests. One of the most effective tactics is sponsorship, through which advertisers can secure favorable publicity. Literally, a sponsor is often 'someone or some organization who donates to, and takes responsibility for, the public good' (Savan, 1994). As definition here, sponsorship is the act of corporate giving to some for profit, and it can emphasize its philanthropic elements. Sponsorship as a promotional activity is not new. The first instance of the company sponsorship of an event occurred at least as far back as 1887, when the French magazine Velocipede sponsored an early automobile race (Lucas, 1992).The term sponsorship can be seen as another form of advertising, is used as contrast to spot advertising. Different from the spot advertising, which involves several advertisers sharing the total advertising time, it involves only one promoter giving all the funding to and getting all the promotional time from a media program. Nowadays, instead of the traditional advertising, sponsorship as a more effective and valid way has filled into every sectors of media industry and even our life. Advertisers looking for the new opportunity to propagandize for their products, they are not confined to the fundamental form like sponsor an event or sport, but sponsor ranging from a TV program to famous stars daily attire and supplies. Just take those starts for example; the producers of cloth, handbags, shoes or everything can put in the starts they would like to sponsor. Because to those idolaters, they are crazy to follow their idols style and want to buy what their idols like. In this way, producers can advertise for the product with the minimum cost and expand the sales and visibility. The rising cost of traditional advertising slots in media (McCarthy, 1991) led to a significant increase in sponsorship. From this point of view, sponsorship has become just like any other advertising buy, and becomes valuable when it fulfills a company's marketing needs, especially when it can be tied specifically to sales increase. Besides, advertisers need do some market research to censor negative coverage. As an ads maker, one should understand that in order to sell the products they have to know consumers' desires and dreams better than they know themselves. Market research, in which psychologists, polling organization, trends analysts, focus
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