文章摘要
严飞,谭穗枫.全媒体背景下科技期刊的广告营销.编辑学报,2014,26(5):412-414
全媒体背景下科技期刊的广告营销
Advertisement marketing of sci-tech periodicals in the background of omnimedia
投稿时间:2011-08-04  修订日期:2011-08-04
DOI:
中文关键词: 科技期刊  全媒体营销  广告营销  整合营销
英文关键词: sci-tech periodical  omnimedia marketing  advertisement marketing  Integrated marketing
基金项目:广州机械科学研究院有限公司科技发展基金项目(14300014)
作者单位
严飞 广州机械科学研究院有限公司《润滑与密封》编辑部,510700 
谭穗枫 广东邮电职业技术学院,510630:广州 
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中文摘要:
      在全媒体背景下,科技期刊开始向全方位立体化展示传播内容的新传播形态转变,与此同时,科技期刊广告营销模式也开始向更科学的、反应更及时的全媒体营销转变。全媒体模式下,科技期刊要做好广告的整合营销,纸质期刊广告应改变原有的编排模式,增加广告注意力;期刊网站广告应做好广告的精确定位,并建立相关数据库来评估广告的价值和效果;手机期刊受网络速度和存储容量的限制应采用新的广告模式如软文广告,以提升广告效果。
英文摘要:
      In the background of omnimedia, sci-tech periodicals have started to transform to the new form of spreading which shows contents in all dimensions and orientations; at the same time, the mode of advertisement marketing of sci-tech periodicals has also started to transform to the omnimedia marketing that is more scientific and more prompt of reaction. Under omnimedia mode, sci-tech periodicals must make integrated marketing of advertisement, for instance, advertising in print version has to change original layout modes to enhance attraction. Advertising in website of magazines must precisely orient advertisement, and related databases must be built to evaluate the effects and value of advertisement. Limited by speed of network and storage capacity, a new mode of advertisement in the magazine of mobile telephone (MP) version should be used in order to improve the effects of advisement.
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