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谁能帮我看看这篇文章具体讲什么,不是翻译,字数限制这不是全部文章,全部文章邮箱发给您,分数全给!
DETERMINING TELEVISION ADVERTISING RATES
Commercial television stations are, for the most part, supported through the sale of a part of their broadcast schedule to advertisers. This time is sold primarily in the form of short spots interspersed among the stations' entertainment programming. As the supply of these spots is fairly constant, the rates which stations charge for these spots in their schedule are quite dependent upon the demand among advertisers for those spots. Since the aim of advertising is to convey a message to an audience effectively, and television is essentially a medium to reach an audience, the demand for advertising on a station will be dependent upon the audience that advertising message reaches.
That is, since advertisers are actually purchasing access to an audience, it is expected that the price that advertisers would be willing to pay for that spot will depend upon that audience. Therefore the price that stations are able to get for their spots will depend on the audience that stations can attract for those spots. In previous studies over the last fifteen years, a number of audience factors have been identified as contributing to the determination of prices for broadcast time on television.
In 1967, W. T. Kelley undertook a survey of broadcast managers in the Philadelphia area, and found that market size and quality, station coverage, and competition were all major factors which were considered in the rate-setting process. Kelley did not, however, provide any evidence or proposals as to the manner in which these factors contributed to the determination of rates. In an 1976 article, S. M. Besen attempted to fill this gap in part by deriving an empirical model for the value of television time. Using pure, or block, time rates as the dependent variable, Besen's model included measures of market size, competition, network affiliation, and
the station's broadcast frequency. While providing empirical evidence of effects, the work was limited in that the model did not directly consider advertising spot rates and was limited to the examination of a single year. French & McBrayer (1979), in a qualitative article looking at the factors which determine station spot rates, found local market rates to be strongly influenced by three major factors: demand, competition, and ratings. And demand, they stated, was largely determined by the size of the market and local economic conditions.
This study will involve the empirical verification and measurement of those factors cited in the previous studies, namely the size of the market, the quality of the market, local economic conditions, the direct competition from other commercial stations in the market, differences in station coverage, the network affiliation (if any) of the station, and the broadcast band in which the station operates. It will refine the cited factors .
不要电脑翻译的1

电视广告价格确定
商业电视台,最重要的是,支持通过出售他们的广播时间表的一部分给广告商.这次销售为主的形式穿插短点在气象站的娱乐节目.的提供这些暗斑是相对稳定的条件下,利率,这些斑点电台收取他们的日程表相当依赖于需求为那些在广告商的斑点.自从的目的是传达一个信息广告受众有效,电视实质上是一种媒介来达成观众的需求在广告上的车站将依赖于受众的广告信息到达.
也就是说,因为广告商实际上是采购接近一个观众,预计价格登广告者会愿意为此付出代价,现场将取决于观众.因此价格,电台能对他们的斑点,将取决于受众的电台可以吸引那些斑点.在过去的研究在过去的15年里,一群观众贡献因素已经被确认为价格的确定,在电视上播出时间.
1967年,w t .凯利着手进行的一项调查显示,广播管理者在费城地区,发现市场大小和质量、车站范围,以及竞争都是主要因素被认为是位利率设定的过程.然而,凯利没有提供任何证据或建议的方式,这些因素导致了率的测定.在1976年的文章,s . m . Besen试图填补这一空白部分实证模型,通过推导看电视时间的价值.用纯净的,或者阻止,时间率作为因变量,Besen模型的内容包括衡量市场大小、竞争、网络面貌、和
该电台的广播频率.虽然提供了经验证据的影响,这项工作是有限的,该模型没有直接地考虑广告片利率和限定的审查工作一年之内了.法国和McBrayer》(1979年),在定性分析的文章看因素决定站现场率,发现当地市场的利率是强烈影响三个主要因素:需求、竞争和评分.与需求,他们说,在很大程度上取决于市场规模的大小和当地的经济条件.
本研究将涉及实证验证和测量这些因素引用于前人研究的基础上,即市场规模的大小,质量的市场,当地的经济状况,从其他商业电台直接竞争市场中,不同网络电台覆盖范围、联营(如果有的话)的火车站,然后广播乐队,车站的运营方式.它将精制引用因素…