试论报纸广告与杂志广告的区别(论文10000字)
摘要
报纸广告和杂志广告都是进行广告宣传的一种模式。作为一种平面媒体，报纸、杂志广告的影响力尽管受到电视、网络的强烈冲击，但其竞争力仍然持续而巨大，二者在社会广告营销中扮演着重要的角色，但是由于我国关于报纸广告与杂志广告的区别的研究基本处于空白阶段，这造成了我国广告商在投放广告时缺乏了相应的正确理论指导，在投放广告时随意性较大，这不利于报纸广告与杂志广告的长远发展。因此，本文立足报纸广告与杂志广告之间的区别研究极具理论意义和实际价值。
本文拟从报纸广告与杂志广告的源流和分流出发，探讨二者之间的历史渊源，从历史的演变过程中为探索二者之间的区别埋下伏笔；其次，从报纸广告与杂志广告的相关理论界定出发，而研究二者之间的区别奠定坚实的理论基础；最后，比较分析出报纸广告和杂志广告在特点、设计理念、营销战略上的区别，以期给广告商在投放广告时提供较为坚实的理论借鉴，同时促进报纸广告行业和杂志广告行业的向好发展。
关键词：报纸广告；杂志广告；区别
Abstract
Newspaper and magazine advertising is a kind of mode of advertising. As a kind of planar media, the strong impact of newspaper and magazine advertisements influence in spite of TV, network, but the competition is still continuous and huge, two plays an important role in the social marketing research, but because of our country about the advertisement of the newspaper and magazine advertising difference basically in a blank stage, which caused our advertisers want the correct theoretical guidance in the advertisement, the advertisement arbitrarily large, is not conducive to the long-term development of the advertisement of the newspaper and magazine advertising. Therefore, the research of great theoretical significance and practical value. This paper bases on the difference between the advertisement of the newspaper and magazine advertising.
This paper starts from the origin and shunt newspaper advertisements and magazine advertising, history study of the two, the difference between from the evolution of history for the exploration of the two buried the foreshadowing; secondly, from the theory of advertisement of the newspaper and magazine ads of the definition of the research, and the distinction between the two lay a solid theoretical foundation comparative analysis; finally, the advertisement of the newspaper and magazine ads in the characteristics, the design concept, the marketing strategy of the distinction, in order to provide reference for advertisers in the advertising more solid theory, and promote the advertising industry and the magazine of newspaper advertising industry good development.
Keywords：Newspaper advertising ;Magazine advertising; difference
目录
摘要 2
Abstract 3
1 绪论 5
1.1研究背景 5
1.2研究意义 6
1.3研究方法 6
2 报纸广告与杂志广告的概念界定 6
2.1报纸与报纸广告 7
2.2杂志与杂志广告 7
3 报纸广告与杂志广告的区别 8
3.1报纸广告与杂志广告特点的不同 8
3.2报纸广告与杂志广告设计理念的区别 10
3.2.1报纸广告与杂志广告设计表现形式区别 10
3.2.2报纸广告与杂志广告版面编排特点区别 11
3.3报纸广告与杂志广告营销策略区别 12
4结语 13
参考文献 13 |
