论新闻媒体的广告价值

On the Value of Commercials Through the News Media

媒体的广告价值由“媒体的表现力”、“媒体的传播力”、“媒体的影响力”和“受众的消费力”构成。提高新闻媒体的广告价值 ,一在于锁定有营销价值的受众群 ;二在于充分地供给能够满足这些受众群合理的信息需求的媒介产品 ;

The value of commercials through the news media lies in the media's ability to describe the qualities of the commodities, to draw the attention of the consumers and to tempt them into buying things, and also in the purchasing power of the consumers. To heighten their value, therefore, one has to make sure of the potential buyers among the audience, satisfy their needs for information, and make the information accessible to an audience as large as possible.