商业足球赛广告传播的精准化探究

Research On The Precision Of Advertising Communication In Commercial Football Matches

随着传播媒介与受众需求的多元化,以及广告主对广告效果要求的不断提高,同时基于信息化的大数据时代快速发展,"精准"广告逐渐成为商家在营销中追求的目标。依照精准营销理论的要点,文章将商业足球赛广告传播的赛事定位、目标市场选择、媒介选择等环节引入"精准化"理论,通过引入实例分析对比,提出用精准化手段促使商业足球赛事达到成本最低化、效益最大化的广告传播方案建议。

With the diversification of the media and the audience demand,as well as the adverties' high requirement of advertising effective,and the rapid development of the era of information- based Big Data, ' accurate' advertisement has gradually become the goal of the businessmen in marketing. In accordance with the precise marketing theory,the commercial football game advertising positioning of the tournament,the target market selection,the media,etso has introduced the ' precision' theory. By the contrast anglysis,this paper proposes and to facilitate the business of football matches to the lowest cost,and to maximize the effectiveness of advertising communication.