基于共生理念的科技期刊广告研究

Research on advertisement of scientific journals based on symbiosis theory

广告与论文是科技期刊中相互依存的2个组成部分,两者之间的和谐共存对科技期刊的发展具有重要的影响。本研究通过分析科技期刊中存在的共生现象,提出了基于论文与广告共生的科技期刊广告定位策略以及基于纸质媒体与新媒体共生的科技期刊广告传播策略。基于共生的理念,科技期刊广告传播过程中要发掘纸质媒体的价值进行广告传播形式的创新,利用新媒体传播优势增加受众的广告体验,同时要整合媒体资源进行全媒体广告传播,提升广告的传播效果。

As two interdependent components of scientific journals,the harmonious coexistence of advertisements and papers has an important impact on the development of journals.Based on analysis of the symbiotic phenomenon in scientific journals,we put forward the positioning strategy based on the symbiosis of papers and advertisements.We also proposed the communication strategy based on the symbiosis of paper media and new media.Specifically,in the process of advertising communication,we should explore the value of paper media to innovate the form of advertising communication,make use of the advantages of new media to increase advertising experience and integrate media resources to carry out all-media communication.