从收视率传播到影响力传播被引量：1

原文传递

导出

摘要推动影响力传播之前最常见的是收视率传播。收视率是对收视事件的量化统计．当前中国多家电视台和广告公司都使用收视率数据来进行节目交易和广告考核评估。为与影响力传播做个对比．我们首先需要了解收视率传播的特点。

作者郑维东

机构地区央视-索福瑞公司

出处《中国广告》 2005年第6期174-175,共2页 China Advertising

关键词收视率影响力传播考核评估节目交易广告公司量化统计电视台

同被引文献19

1刘凤军.基于社会责任的媒体品牌力[J].广告大观,2007(07S):49-51. 被引量：2
2陈礼安.阅听人媒介评价在广告媒介企划过程中的考量与运用探析[J].广告学研究,2009,.
3Keller,K.L."Conceptualizing,Measuring,and Managing Customer-Based rand Equity",Journal of Marketing,1993,57 (1),1-22.
4Aaker,D A.Managing Brand Equity:Capitalizing on the Value of a brand name,New York:Free Press,1991.
5Yoo B.& Donthu,N."Developing and Validating a Multidimensional Consumer-based Brand Equity Scale",Journal of Business Research,2001,52,1-14.
6Rhee,J.W.,Kim,E.& Shim,M.Does Quality Matter in Television? Program Quality and Rating as Determinants of Television Channel Brand Equity,Paper presented at the annual meeting of the International Communication Association,Sheraton New York,New York City,NY,2009-02-05.
7Oyedeji,T.A."The Relation Between the Customer-Based Brand Equity of Media Outlets and Their Media Channel Credibility:An Exploratory Study".International Journal on Media Management,2007,9(3),116-125.
8Keller,K.L.& Lehmann,D.R."How Do Brands Create Value? "Marketing Management,2003,(May/ June):26-31.
9McDowell,W.,& Batten,A.Branding TV:Principles and Practices,UK:Elsevier Inc.2005.
10Heeter,C.,& Greeneberg,B.S.Cable viewing,Norwood,NJ:Ablex,1988;Ferguson,D.A.,& Perse,E.M."Media and audience influences on channel repertoire",Journal of Broadcasting & Electronic Media,1993,37,31-47.

中国广告

2005年第6期

内容加载中请稍等...