| 期刊广告学初探 |
| |
| 引用本文： | 李志武.期刊广告学初探[J].编辑学报,1989(4). |
| |
| 作者姓名： | 李志武 |
| |
| 作者单位： | 中国电子学会 北京农展馆南路12号13层 |
| |
| 摘 要： | 本文从广告的概念和定义出发,介绍了广告所必须具有的四个要素:广告者、信息、媒体、广告费;期刊作为广告媒体的优点和局限性;期刊广告的经营策略;我国科技期刊广告现状及其对策。最后提出了作为广告学的一个分支——期刊广告学的概念,同时给出了需要加强研究的两个课题:期刊广告经营学和期刊广告美学。
|
| 关 键 词： | 期刊 广告学 |
Journal advertising |
| |
| LI Zhi-wu Chinese institute of eletronics,th floor Nongzhanguan Nanlu,Beijing ,PRC.Journal advertising[J].Acta Editologica,1989(4). |
| |
| Authors: | LI Zhi-wu Chinese institute of eletronics th floor Nongzhanguan Nanlu Beijing PRC |
| |
| Institution: | LI Zhi-wu Chinese institute of eletronics,13th floor 12 Nongzhanguan Nanlu,Beijing 100026,PRC |
| |
| Abstract: | From the concept and definition of advertising, the author introduces the following essential factors for periodical advertisement: advertiser, information medium and advertising rates. Also discussed are the advantages and disadvantages of advertisement in scientific and technical periodicals, the advertising policies, and the present status and strategies in China. Thus, the concept of periodical advertising, a branch of advertising, is introduced with the emphasis on the management and aesthetics. |
| |
| Keywords: | Journal Advertissing |
| 本文献已被 CNKI 维普 等数据库收录！ |
|
