| 论科技期刊广告信息传播效果的改善 |
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| 引用本文： | 幸家刚,司有和,刘辉,张建华.论科技期刊广告信息传播效果的改善[J].编辑学报,2004,16(3):165-167. |
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| 作者姓名： | 幸家刚 司有和 刘辉 张建华 |
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| 作者单位： | 重庆大学经济与工商管理学院,400030,重庆 |
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| 摘 要： | 从我国科技期刊广告的现状出发,运用投入产出方法分析影响期刊广告信息传播效果的4大主要因素.在此基础上提出改善期刊广告信息传播效果的5条主要措施:期刊更明确地定位,与广告主进行有效合作,仔细选择所发布的广告信息,提高科技期刊广告制作质量和期刊社人员的广告经营素养.
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| 关 键 词： | 期刊广告 广告效果 受众 期刊经营 高科技 期刊广告 信息 传播效果 改善 information communication advertisement effect 素养 经营 人员 期刊社 制作质量 选择 有效合作 广告主 定位 因素 影响 分析 |
| 修稿时间： | 2003年8月8日 |
Improving the effect of advertisement information communication of sci-tech periodicals |
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| Xing Jiagang,Si Youhe,Liu Hui,Zhang Jianhua First- author's address Economics and Business Administration College of Chongqing University,Chongqing,China.Improving the effect of advertisement information communication of sci-tech periodicals[J].Acta Editologica,2004,16(3):165-167. |
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| Authors: | Xing Jiagang Si Youhe Liu Hui Zhang Jianhua First- author's address Economics and Business Administration College of Chongqing University Chongqing China |
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| Institution: | Xing Jiagang,Si Youhe,Liu Hui,Zhang Jianhua First- author's address Economics and Business Administration College of Chongqing University,400030,Chongqing,China |
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| Abstract: | This paper firstly points out the status of advertisement in Chinese sci tech periodicals, and then analyzes the four major factors affecting the effect of advertisement information communication with an input output way. Accordingly, five countermeasures to improve the effect of advertisement information communication of sci tech periodicals are proposed: definitely positioning the periodical, effectively cooperating with advertisers, carefully selecting the advertisement, improving the quality of advertisement and the management accomplishment of the staff in the department. |
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| Keywords: | periodical advertisement advertisement effect acceptor periodical management |
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