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近年来,广告主经营意识逐渐成熟,开始日益重视对媒介成本的预算和控制,重视媒介投放的实际效能和代理机构的购买议价能力。专业媒介计划与购买公司的专业化发展为整个广告行业的业务机制提供了全新的理念与流程。本文选择户外媒介购买业务作为主要研究对象,着重从业务操作层面分析了户外媒介购买业务的实际运行状况,特别提出当前户外业务中潜藏在交易原则、创意态度、业务结构重点之下的层层乱象的根源,即效果监测环节的缺失。本文分析了这种缺失的行业背景及因由,并对户外媒体购买业务操作规范化发展提出了建议。
In recent years, advertisers gradually mature business management began to pay more attention to the cost of media budget and control, pay attention to the actual effectiveness of the media and agency purchasing bargaining power. The professional development of professional media planning and buying companies has provided new ideas and processes for the business mechanism of the entire advertising industry. This article chooses the outdoor media purchase business as the main research object, focuses on the analysis of the actual operation of the outdoor media purchase business from the business operation level, especially puts forward the current outdoor business hidden under the transaction principle, creative attitude, business structure under the layers of chaos The root of the elephant, namely the lack of effect monitoring link. This article analyzes the missing background and causes of the industry, and gives recommendations on the standardized development of the operation of the outdoor media buying business.