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2005年3月,由安徽商报社推出的“学习型报眉”栏目,一经面世,立即引起了社会普遍关注,同时在安徽省内广告界引起强烈反响。经过近半年的实际运作,目前此报眉广告形式已成为了安徽商报的独有的品牌栏目,无论从读者关注度、创收效益等方面均大获成功。早在2004年6月,安徽商报便萌生了对报眉广告进行创新性营销的想法,并迅速列入报社广告经营工作议程。在安徽,传统的报眉广告营销思路是:对报眉广告进行项目招标,由广告公司独家买断经营或由报社自营。其结局往往是,广告公司迫于经营压力,大量进行低价倾销,报眉广告投放客户多为医疗、保健品及一些小品牌广告,广告发布形式机械,内容违法比例较高。同时,由于报眉广告发布位置的特殊性,大量凌乱、内容层次低的广告发布,往往影响到报纸的整体版面美感及报纸品牌,报眉广告事实上成为报纸最上端的“又一种分类广告”。
In March 2005, the “Learning Eyebrow” column, launched by Anhui Business News Agency, immediately caught the public’s attention. At the same time, it caused a strong reaction in the advertising industry in Anhui Province. After nearly half a year of actual operation, this newspaper eyebrow advertising form has become the exclusive brand of Anhui Business Daily, both in terms of readers attention, revenue and other aspects of success. As early as June 2004, Anhui Commercial Daily initiated the idea of creative marketing of newspaper advertisement and promptly included it in the newspapers’ advertising business agenda. In Anhui, the traditional newspaper eyebrow advertising marketing idea is: bidding on the newspaper eyebrows advertising, the advertising company to buy the exclusive operation or self-employed by the newspaper. The outcome is often, advertising companies forced to operate under pressure, a large number of low-cost dumping, eyebrow advertising clients are mostly medical, health care products and some small brand advertising, advertising forms of machinery, a higher proportion of illegal content. At the same time, due to the special nature of the newspaper eyebrow ad placement, a large number of clutter, the content of low-level advertising, often affect the overall layout of the newspaper beauty and newspaper brands, newspaper ads eyebrows actually become the top of the newspaper “Another classified ads ”.