电信卡广告媒体投放管理项目研究与实践
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摘要
截至2009年底,全国广告经营额突破2000亿元,广告经营单位增加到20多万户,广告从业人员达到130多万人。中国的广告业依托中国经济的发展取得了令人瞩目的成就,但与发达国家相比仍然存在较大差距。不仅如此,随着数字技术的渗透,广告业还出现了许多新的发展态势。数字技术已经全面融入媒体产业,新媒体大量出现,传媒版图加速扩展,传播价值链、传播渠道、接受终端、传媒接触方式等均已出现重大变化。
目前很多企业乐于用大量资金做广告,但广告媒体甚多,宣传效果差异较大,因此,企业面临着在广告预算范围内选择合适媒体实现多重目标的决策问题。
本文通过广告媒体投放管理体系现状及规划分析,结合广告媒体绩效评估体系,运用现代项目管理的理论、方法与技术,着重论述广告媒体投放管理体系的建立和多个广告绩效评估方面的问题。通过数据分析,合理规划广告投放各环节的管理与控制；通过运用相关项目管理的理论知识,建立起适应各产品的广告媒体投放绩效评估体系与质量管理制度,同时建立新媒体广告投放控制管理体系。
本文以上海电信公司电信卡广告投放项目建设为实践案例,将研究成果运用到实际广告媒体投放管理中,并选择适应电信卡产品的广告新媒体,建立相应的管理控制体系和绩效评估体系,确保广告投放管理进度和质量达到预期的目标。
本文的研究成果为同类项目管理提供了较好的借鉴作用。
By the end of 2009, revenue of advertising industry across China has exceeded 200 billion Yuan, with over 200 thousand advertising agencies and 1.3 million practitioners. Although advertising industry in China has achieved outstanding progress with the rapid development of economy, enormous gaps still exist between China and developed countries. Moreover, with the penetration of digital technology, many new trends emerge in the advertising industry. Digital technology has become an essential part of media industry. New media keeps arising and significant changes have appeared in value chains, communication channels, terminals and engagement models of the industry.
Nowadays many companies invest a lot in advertisement. Most of the money is spent in media advertising while the effect of publicity differs from each other. Thus these companies are facing a strategic problem to choose the proper media so as to realize multiple objectives settled within budget.
This thesis analyzes the status quo as well as the planning of advertising management system using methodologies of the modern project management. It particularly elucidates the establishment of advertising management system and the evaluation of advertising effect. The purpose is to rationally plan the management in different links of advertising based on data analysis and set up evaluation mechanism and quality control system suitable for different kinds of advertising using project management theorem.
The thesis dives into the phone card advertising project in Shanghai Telecom. The corresponding findings can be applied to practical advertising management and help select appropriate media for phone card products. They also contribute to the establishment of the corresponding management system as well as the performance evaluation mechanism, ensuring that the progress and quality meets expectation.
Findings of this thesis can be of value to the similar projects for reference.
目前很多企业乐于用大量资金做广告,但广告媒体甚多,宣传效果差异较大,因此,企业面临着在广告预算范围内选择合适媒体实现多重目标的决策问题。
本文通过广告媒体投放管理体系现状及规划分析,结合广告媒体绩效评估体系,运用现代项目管理的理论、方法与技术,着重论述广告媒体投放管理体系的建立和多个广告绩效评估方面的问题。通过数据分析,合理规划广告投放各环节的管理与控制；通过运用相关项目管理的理论知识,建立起适应各产品的广告媒体投放绩效评估体系与质量管理制度,同时建立新媒体广告投放控制管理体系。
本文以上海电信公司电信卡广告投放项目建设为实践案例,将研究成果运用到实际广告媒体投放管理中,并选择适应电信卡产品的广告新媒体,建立相应的管理控制体系和绩效评估体系,确保广告投放管理进度和质量达到预期的目标。
本文的研究成果为同类项目管理提供了较好的借鉴作用。
By the end of 2009, revenue of advertising industry across China has exceeded 200 billion Yuan, with over 200 thousand advertising agencies and 1.3 million practitioners. Although advertising industry in China has achieved outstanding progress with the rapid development of economy, enormous gaps still exist between China and developed countries. Moreover, with the penetration of digital technology, many new trends emerge in the advertising industry. Digital technology has become an essential part of media industry. New media keeps arising and significant changes have appeared in value chains, communication channels, terminals and engagement models of the industry.
Nowadays many companies invest a lot in advertisement. Most of the money is spent in media advertising while the effect of publicity differs from each other. Thus these companies are facing a strategic problem to choose the proper media so as to realize multiple objectives settled within budget.
This thesis analyzes the status quo as well as the planning of advertising management system using methodologies of the modern project management. It particularly elucidates the establishment of advertising management system and the evaluation of advertising effect. The purpose is to rationally plan the management in different links of advertising based on data analysis and set up evaluation mechanism and quality control system suitable for different kinds of advertising using project management theorem.
The thesis dives into the phone card advertising project in Shanghai Telecom. The corresponding findings can be applied to practical advertising management and help select appropriate media for phone card products. They also contribute to the establishment of the corresponding management system as well as the performance evaluation mechanism, ensuring that the progress and quality meets expectation.
Findings of this thesis can be of value to the similar projects for reference.
引文
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[3]清水公一,胡晓云,朱磊,张姮译.广告理论与战略[M].北京：北京大学出版社,2005：114
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[5]周娅,黄绍林.项目质量管理与一般质量管理的比较研究[J].商场现代化,2009,(1)：44
[6]刘超.广告媒体策略[M].中国建筑工业出版社2008：124
[7]王雪梅,江文斌,冯源源[J].基于目标规划的广告媒体选择问题研究.商场现代化,2009(7)：13
[8]李薇.广告媒体的选择[J].今日财富,2009(3)：20
[9]杨暖暖.广告媒体的创新策略分析[J].商场现代化,2008年(12)：52
[10]徐红,石宏炎.中国广告媒体的整合发展[J].当代传播,2003(1)：22
[11]钟颖.营销战略中广告媒体组合策略的规定性分析[J]. 广西商业高等专科学校学报,2004(3)：3
[12]于向东.浅析广告媒体的心理特性[J].哈尔滨学院学报,2001(5)
[13]陈信凌,李飞强. 媒体精细化管理的有效切入——我国电视媒体绩效评估的特性及趋向[J].南昌大学学报(人文社会科学版),2009(6)
[14]陈述.关于竞争市场条件下的广告媒体策略分析[J].中国市场,2010(39)
[15]广告监测数据[J].市场研究,2010(9)
[16]何斌. 浅析广告媒体的有效选择[J].湖北广播电视大学学报,2010,30(10)
[17]陈艳彩.广告客户价值评估的变量与要素[J].新闻界,2010(4)
[18]李晓雷.论“全球地方化”视野中的电信营销——卡类定制化营销的个案[J].当代通信2003(1)
[20]鲍剑胜.“全媒体”广告经营的操作路径[N].温州日报报业集团(期刊)中国记者,2010,06(01)
[21]李燕燕.根据目标客户习惯广告投放打组合拳[N].现代营销(经营版),2010,05(15)
[22]于斐.媒体广告投放策略,适合自己的才是最好的[J].蓝哥智洋国际行销顾问机构(期刊)广告大观(综合版),2010,02(01)
[23]肖希明,曹淼.信息资源共享系统绩效评估实施研究[J].武汉大学信息管 理学院图书馆学系(期刊)国家图书馆学,2010,07(15)
[24]董晨景.ERP项目绩效评估的思考[J].安徽省电力公司(期刊)电力信息化,2010,01(15)
[25]吕玥.新媒体传播的盈利模式研究——基于中国网络产业的个案分析[D].浙江大学传媒与国际文化学院,2009
[26]邱志茹.商业广告的新媒体利用与设计研究[D].河南大学,2009
[27]宋少卿.新媒体时代服装营销传播研究[D].北京服装学院,2008
[2]李丽丽.国际上广告研究30多年来的发展状况及趋势研究[D].厦门大学；杨婷.对《中国广告》、《现代广告》、《国际广告》杂志标题的分析.上海师范大学
[3]清水公一,胡晓云,朱磊,张姮译.广告理论与战略[M].北京：北京大学出版社,2005：114
[4]清水公一,胡晓云,朱磊,张姮译.广告理论与战略[M].北京：北京大学出版社,2005：236
[5]周娅,黄绍林.项目质量管理与一般质量管理的比较研究[J].商场现代化,2009,(1)：44
[6]刘超.广告媒体策略[M].中国建筑工业出版社2008：124
[7]王雪梅,江文斌,冯源源[J].基于目标规划的广告媒体选择问题研究.商场现代化,2009(7)：13
[8]李薇.广告媒体的选择[J].今日财富,2009(3)：20
[9]杨暖暖.广告媒体的创新策略分析[J].商场现代化,2008年(12)：52
[10]徐红,石宏炎.中国广告媒体的整合发展[J].当代传播,2003(1)：22
[11]钟颖.营销战略中广告媒体组合策略的规定性分析[J]. 广西商业高等专科学校学报,2004(3)：3
[12]于向东.浅析广告媒体的心理特性[J].哈尔滨学院学报,2001(5)
[13]陈信凌,李飞强. 媒体精细化管理的有效切入——我国电视媒体绩效评估的特性及趋向[J].南昌大学学报(人文社会科学版),2009(6)
[14]陈述.关于竞争市场条件下的广告媒体策略分析[J].中国市场,2010(39)
[15]广告监测数据[J].市场研究,2010(9)
[16]何斌. 浅析广告媒体的有效选择[J].湖北广播电视大学学报,2010,30(10)
[17]陈艳彩.广告客户价值评估的变量与要素[J].新闻界,2010(4)
[18]李晓雷.论“全球地方化”视野中的电信营销——卡类定制化营销的个案[J].当代通信2003(1)
[20]鲍剑胜.“全媒体”广告经营的操作路径[N].温州日报报业集团(期刊)中国记者,2010,06(01)
[21]李燕燕.根据目标客户习惯广告投放打组合拳[N].现代营销(经营版),2010,05(15)
[22]于斐.媒体广告投放策略,适合自己的才是最好的[J].蓝哥智洋国际行销顾问机构(期刊)广告大观(综合版),2010,02(01)
[23]肖希明,曹淼.信息资源共享系统绩效评估实施研究[J].武汉大学信息管 理学院图书馆学系(期刊)国家图书馆学,2010,07(15)
[24]董晨景.ERP项目绩效评估的思考[J].安徽省电力公司(期刊)电力信息化,2010,01(15)
[25]吕玥.新媒体传播的盈利模式研究——基于中国网络产业的个案分析[D].浙江大学传媒与国际文化学院,2009
[26]邱志茹.商业广告的新媒体利用与设计研究[D].河南大学,2009
[27]宋少卿.新媒体时代服装营销传播研究[D].北京服装学院,2008