文档介绍：华中科技大学
硕士学位论文
报纸广告与其网站广告的异同与整合--以《羊城晚报》与"金羊
网"的广告比较为例
姓名:杨冰
申请学位级别:硕士
专业:传播学
指导教师:余明阳
20041015
摘要
现代社会人们的生活已经与广告发生着越来越紧密的关系我们的视野所及
之处都能看到广告的踪迹随着市场经济的发展媒介产业化日益提上日程而广
告费用是报业经济来源的主体报纸广告与其网站广告整合策略的开展将带动媒体
广告经济的运作进而实现媒介产业运作的需要
本论文主要通过研究报纸广告与其报纸网站广告的差异从中引发报业集团对
自身的报纸广告与报纸网站广告的思考包括如何整合这两大广告媒体资
源如何系统有序地开展这两大广告媒体的整合策略如何使二者科学地结合起来
更好地为我们媒体的广告主和受众服务
本论文主要以羊城晚报广告与金羊网广告比较分析为例通过抽样与
内容分析的方法对 2004 年 1 月至 6 月每 30 天内的前 7 天的羊城晚报的广告
文本和金羊网的广告文本进行比较分析寻找出羊城晚报与金羊网广
告之间的关系和各种规律并以此为例进行推导提出了报纸与报纸网站广告的
整合策略
本研究的主要发现有提出了适合于在报纸与其网站上开展广告整合策略的广
告主主要有电子电器会展活动文艺影视医药保健媒体通信以及汽车房地产
教育培训等行业广告在报纸与其网站两大媒体本身具备资源整合的前提下站在
报社或报业集团的角度提出报纸广告与其网站广告要开展广告主的个性化策略
广告内容与形式的目标多元型整合策略广告时段的时效型整合策略广告受众与
广告诉求的互补型整合策略从而最终实现 1+1 2 的广告整合目标
作为探索性的研究本研究初步发展出了对相关的广告媒体进行整合传播的分
析方法与工具并希望本研究能给媒体新的启示促使媒体的广告经营更具科学性
系统性和效益性
关键词广告整合报纸广告网站广告
I
Abstract
Nowadays people’s life have more and more close relation with the advertisements,
we can see any advertisements everywhere. With the development of the market
economy, the industrialization of the media e more and more important, and the
e of the ads si the main pocketbook, so it is very necessary and important to
discuss the integration strategy on newspaper and its web advertisement.
This thesis wants to cause the newspaper offices to pay an attention to the above
question through the study of the difference of newspaper ads and its web ads, especially
how to integrate the two sides then serve the media better.
This thesis analyzes the difference of the “yangcheng evening newspaper ” ads and
“jinyang web” ads seven times every month from January to June in 2004, then found out
the relation between them and all kinds of orderliness, and so to pointed out the
integration strategy on newspaper and its web advertisement.
The value of this thesis is:
This study has pointed out what kinds of ads are adapt to be published on newspaper
and its web, such as electric ads, activity ads, arts ads, medication ads