电视广告投放形式的创新研究——以电视剧广告段投放为例摘要：电视媒体这一传统强势媒体面对新媒体大量兴起的攻势，在整体的广告市场份额所占比例有所减少，但是至今仍是主流广告投放市场，仍在公众的媒介公信力调查中占据榜首。而一些政策法规的出台大幅缩小电视媒体的广告时段，这更加要求电视媒体自身电视节目质量的提高和广告环境的改善。电视媒体必须增强自己实力，保持广告主和广告代理公司的好感度，毕竟现在的广告主在广告市场的主动性越来越来越强。正因如此，电视广告正面临着诸多机遇和挑战，本文以电视剧广告段投放为例，并鉴于日本已出现的电视剧广告新投放形式，对中国大陆地区电视广告的创新投放以及发展对策进行研究，从而对电视广告投放形式创新作一些初浅的探索。关键词（本论文范文的主要论点）：电视广告现状、电视剧广告、边际效应、创新投放The innovation form of TV ads——by the example of TV advertisingAbstract: TV media this tradition a large number of powerful media face of the rise of new media offensive, the advertising market share in the overall decrease in the proportion, but it is still the mainstream advertising market, media, the public credibility of the investigation was still occupy first place. The introduction of the 61 orders significantly reduced television advertising time, which require television media to improve the quality of their television programs and advertising environment, improvements. TV media must enhance their own strength, to keep advertisers and advertising agency degree of goodwill, after all, advertising is now the main initiative in the advertising market increasingly, stronger. For this reason, TV commercials are faced with many opportunities and challenges, In this paper, section running TV ads, for example, And in view of Japan, has emerged a new television ad running form, TV commercials on the mainland delivery and the development of measures of innovation research, and thus put in the form of innovative television commercials to make some exploration.Keywords: TV ads’ Status，TV Ads ，marginal utility，innovative delivery
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