出版商的广告促销方式

• 作 者: 毕吕贵
• 出 处: 中国图书评论
• 发表日期: 1995年02期
• 关键词: 广告促销 户外广告 纽约时报 经营性活动 促销费用 黑白广告 美国出版商协会 报刊广告 大城市 大羹

出版是种经营性活动,为了广泛传播信息,推动图书销售,吸引读者购书,出版商的预算中有广告促销开支—项。据美国出版商协会统计,全国性畅销书的广告促销费用平均30万美元,包括首发仪式、报刊广告、作者巡迴促销差旅费、宣传资料、户外广告画等。 《南茜外传》的作者到各大城市作报告、演讲、朗读,为时一个月,费用5万美元;在《纽约时报》作全页黑白广告费用1.5万美元;160块为时一个月的户外广告牌,费用10万美元;以及大

Publishing is a kind of business activities. In order to widely disseminate information, promote book sales and attract readers to buy books, there are advertising expenses in publisher’s budget. According to the American Association of Publishers, the national bestseller’s advertising promotion costs an average of 300,000 U.S. dollars, including starting ceremonies, press advertisements, author travel promotions, promotional materials and outdoor advertising paintings. The author of “Nancy Gaiden” made reports, speeches and readings in major cities for a month, costing 50,000 U.S. dollars; the New York Times made full-page black-and-white advertising costs 15,000 U.S. dollars; and 160 of the last month Outdoor billboards cost $ 100,000; and large