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报纸独有的诸多特点,使报纸广告在广告主的媒介组合中占有重要的地位。特别是地方报纸浓重色彩,使区域性报纸成为广告主有针对性地贴近目标消费群、运作地方市场的利器。与内容的呼应和灵活的排期,以及同类广告的集聚效应,使报纸广告的促销能力更为宏观世界广告主青睐。特别是目标市场地域性强的广告主,以及中小型广告主,对于成本较低、信息容量较大的报纸广告比较看重。通过采访我们感到已经形成了比较成熟的运用和测评方法。值得注意的是,网络营销逐步走向成熟,电视媒体因竞争而优化服务、降低投放门槛等因素,使报纸广告在广告主的整合传播中比重和角色都发生了一些变化。为了促进广告主之间的交流,我们在本期焦点为读者提供了一些案例和观点,供广告主们参考。
The unique features of newspapers make newspaper advertisements an important position in the media mix of advertisers. In particular, local newspapers are so rich in color that regional newspapers have become the weapon for advertisers to target targeted consumer groups and operate local markets. Echoed with the content and flexible scheduling, as well as the clustering effect of similar ads, so that the promotional capabilities of newspaper ads more macro advertisers favor the world. In particular, advertisers with strong regional markets and small and midsized advertisers are more valued for newspaper advertisements with lower costs and greater information capacity. Through interview we feel that we have formed a relatively mature application and evaluation methods. It is noteworthy that the gradual maturity of network marketing, television media due to competition and optimize services, lower barriers to entry and other factors, so that the newspaper ads in the integration of advertisers, the proportion and role of some changes have taken place. In order to promote exchanges between advertisers, we focus on this issue for readers to provide some cases and perspectives for advertisers for reference.