摘要
认为广告运动是科技期刊抢占国内外科技期刊市场的必由之路。论述广告对于科技期刊的重要性 ;指出调查研究是期刊质量取向及其广告运动的基础 ;提出加入WTO后中国科技期刊面临的机遇 ,以及严峻形势下广告运作应当采取的对策 :发展广告策略 ,制定广告计划 ,下大力气开展发行促销活动。认为执行广告运动策略是办刊宗旨的体现 。
Advertising is the necessary way to occupy the domestic and international markets.The article expounds that advertising is very important. Investigation and research are basic for the improvement of periodicals' quality and their advertising. After China's entry to WTO,in the face of the periodicals chances and challenges, people should use the countermeasures as follows:develop advertising strategy,formulate advertising plans and work hard to execute sales promotion.Carrying out advertising strategy reflects periodicals' purposes and is essential for the existance of periodicals.
出处
《编辑学报》
CSSCI
北大核心
2002年第4期292-293,共2页
Acta Editologica
关键词
科技期刊
广告运动
策略
sci-tech periodicals
advertising
strategy
