newspaper
From the perspective of occupation and education, the class reading newspapers can be said to be the most extensive in the media. Based on the information of readers at different stages, newspaper advertisements can easily implement regional plans. Moreover, the distribution area of the newspaper is clear, with fixed subscribers as the main target. It can be said that newspapers are the most planned and stable media.
The advantages of newspaper advertising are mainly reflected in flexibility, flexibility, timeliness, high coverage of local market and easy to be accepted and trusted. However, its shortcomings mainly lie in low transmission rate, poor preservation, poor fax degree and small advertising space, which is easy to be ignored.
2. magazines
As an advertising medium, the advantage of a magazine is that it is specially selected by readers. The reliability of magazine readers is the advantage of using magazine media. Readers who read magazines have been influenced by magazines. It can be said that the relationship between magazine reports and readers is more natural than other media. Read your favorite magazine and be in an inclusive state. Therefore, advertisements with emotional atmosphere are not a problem, and rational persuasion advertisements can also play a better role.
Judging from the persistence of advertisements, magazines have good preservation and long advertising life, which gives readers a chance to read for a long time. In addition, we can expect the circulation to be several times higher than the number of magazines issued.
Compared with newspaper advertisements, magazine advertisements can cover the national market at a lower cost, which is also one of its outstanding characteristics. Judging from the sales situation of magazines, there is almost a trend of concentration in big cities. Magazine advertisements, like newspapers, are not suitable for advertisements in specific areas. Of course, there are also accommodating media that can publish advertisements to specific areas.
Generally speaking, the advantages of magazines are strong pertinence, good selectivity, high credibility, certain authority, high repetition rate, high dissemination rate and long storage period. Its disadvantage is that the lead time of advertising purchase is long and some circulation is invalid.
3. Overview of periodicals
First, the definition and elements of periodicals.
1. Periodical refers to a continuous publication with a fixed name and numbered by volume, issue or year and month (P288).
2. Elements of periodicals
3. Media characteristics of periodicals: continuity, periodicity, diversity and stability.
Second, in-depth discussion:
Comparison between periodicals and newspapers
Comparison between periodicals and books, six aspects.
4. Publication of audio-visual products
Section 1 Overview of Audio-visual Products
I. Concept
Second, the category. 1. Recording; 2. Imaging record
Three. General situation of development
Fourth, characteristics.
1. Features in content;
2. Production characteristics
3. Cyclic characteristics
4. Consumption characteristics
5. The concept and characteristics of electronic publications.
First, the concept of electronic publications. "Electronic publications refer to the mass media that edit and process pictures, words, audio-visual images and other information. In the form of digital codes, they are stored on magnetic media, optical media and dielectric media, and used by computers or devices with similar functions to express ideas, popularize knowledge and accumulate culture, and can be copied and disseminated. "
Compared with paper publications, they are completely different in three aspects: information recording and storage methods, information storage media and information reading methods.
Second, the characteristics of several carriers.
1. floppy disk-small information capacity, easy to damage, easy to copy, but easy to use.
2. Read-only CD-ROM-with large information capacity, low cost, easy to damage and copy, it needs to be equipped with a drive.
3. Integrated circuit card-the information capacity is small, but it is easy to use and difficult to be copied. It needs a special reader.
3. Overview of development
Verb (abbreviation of verb) Characteristics of electronic publications (familiarity)
1. Six internal features: large storage capacity, convenient retrieval, multimedia expression, interactive function, hyperlink function and print on demand.
2. Six external characteristics: different reading methods, small size, long-term preservation, different distribution channels, flexible and convenient version update and low copying cost.
Audio-visual publications, such as audio tapes, video tapes, VCD and DVD, can be played continuously, while electronic publications generally do not have this function.
6. The concept, methods and characteristics of online publishing.
I. Concept: Internet publishing means Internet publishing, which refers to the network communication behavior that Internet information service providers select and edit their own or others' works and publish them on the Internet or send them to clients through the Internet for the public to browse, read, use or download. "
2. Mode: (1) The general mode is to make all kinds of edited works into digital products in a certain format and store them in the network server for readers to browse and read on the network or download them to the corresponding devices. Such as e-books, MP3 audio electronic publications, etc. (2) There are "printing on demand" publications.
Third, features: product digitalization-products store information in digital codes and are made according to a certain format; Distribution network-downloading and selling through internet or local area network, without logistics system; Electronic transaction-through online payment, credit card and other electronic transaction means, the transaction can be realized quickly.