文章摘要
汪晓.医学期刊广告经营的对策.编辑学报,2008,20(4):328-330
医学期刊广告经营的对策
Strategies for advertisement management in medical periodicals
投稿时间:2007-11-26  修订日期:2007-11-26
DOI:
中文关键词: 医学期刊  广告经营  优势  对策
英文关键词: medical periodical  advertisement management  advantage  strategy
基金项目:
作者单位
汪晓 华中科技大学附属同济医院放射学实践杂志编辑部,430030,武汉 
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中文摘要:
      医学期刊广告经营应充分发挥自身特有的优势,要从发行主 导转向广告主导;发掘与培养广告人才,提高广告信息传播的效果;明确定位,深度挖掘杂 志广告价值,做好策划;借鉴报纸的广告运营模式,寻找杂志与广告受众间的契合点 ;开发并利用广告资源,注重广告效果调查,稳定和发展客户。
英文摘要:
      Advertisement management of the medical periodicals should bring their extraordinary advantages into full play. Five strategies to improve the effect of advertisement management of medical periodicals are proposed:changing dominant ideas direction from distribution to advertisement; seeking and training advertisement talents; clearly positioning the periodicals; making better the plans of advertisement; learning from the newspapers; and finally paying attention to investigation on the effect of advertisement to stabilize and develop advertisement customers. Keywords\ medical periodical; advertisement management; advantage; strategy
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