论文部分内容阅读
报纸的自我形象广告,是指报纸通过一定的媒介(本报或其他),向目标受众传播自身品牌、理念、产品和服务等内容,使他们得以形成、维持和强化对报纸形象的认知感和忠诚度。自我形象广告是报纸实施形象传播策略的重要手段,它反映了报纸传媒自身性质定位调整、报业市场渐趋细分和传媒生态环境变幻所导致的报业竞争格局。当前,报纸自我形象广告已成为报业一道亮丽的风景线,报纸的广告时代正初显端倪。
Newspaper self-image advertising refers to the newspaper through a certain medium (newspaper or other), to the target audience to spread its own brand, concept, products and services so that they can form, maintain and strengthen the perception of the newspaper image And loyalty. Self-image advertising is an important means for the newspaper to implement the image communication strategy. It reflects the newspaper industry’s competitive positioning in the newspaper itself, the gradual breakdown of the newspaper market and the change of the media ecological environment. At present, the self-image newspaper advertisement has become a beautiful landscape of the newspaper industry. The advertising age of the newspaper is beginning to show its clues.