出版科学 ›› 2018, Vol. 26 ›› Issue (1): 71-.
• 发行学 发行工作 • 上一篇 下一篇
戴 维
出版日期:
发布日期:
作者简介:
基金资助:
本文系天津市哲学社会科学规划项目“网络广告的传播模式创新研究”(TJXC13-002)的阶段性研究成果。
Online:
Published:
摘要:
互联网带来图书宣传推广与销售模式的双重变革, 文章围绕社会化媒体环境下图书广告的有效传 播展开研究, 探索图书广告传播理念与方法的创新。 在阐述社会化媒体环境下图书广告新特点的基础上, 论 述图书广告传播内容、 主体、 方式的变革, 并提出出版企业广告角色转换、 借鉴原生广告理念、 动态创意等 若干建议。
Abstract:
The Internet has brought about a double revolution in books promotion and sales mode. Aimed at the goal of the effective communication of book advertising under the background of social media, this paper explores and studies the innovation of the idea and method of book advertising communication. On the basis of explaining the new features of book advertising in the social media environment, the paper expounds the revolution of the content, principle part and manner of book advertising communication. Finally, suggestions, such as transformation of the advertising role of the publisher, learning from the concept of native advertising and dynamic advertising planning, were put forward.
戴 维. 社会化媒体时代图书广告传播的变革与对策研究[J]. 出版科学, 2018, 26(1): 71-.
0 / / 推荐
导出引用管理器 EndNote|Reference Manager|ProCite|BibTeX|RefWorks
链接本文: http://cbkx.whu.edu.cn/jwk3/cbkx/CN/
http://cbkx.whu.edu.cn/jwk3/cbkx/CN/Y2018/V26/I1/71