电信卡广告媒体投放管理项目研究与实践

【作者】 徐笑菲；

【导师】 傅烨； 吴靖；

【作者基本信息】 复旦大学 ， 项目管理， 2011， 硕士

【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。更多还原

【Abstract】 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.更多还原