少儿报刊广告的运作原则与策略选择

The Operating Principles and Strategic Choices of Advertisements of Teenagers' Periodicals

少儿报刊广告运作应坚持如下原则:遵守行为规范、法律准则;坚持"社会效益、经济效益"同强共赢原则;坚持短期利益与长远利益相结合的原则;坚持求真至善的创意原则.少儿报刊广告运作应选择如下策略:突破观念误区,拓宽广告资源;利用媒介特色,营造互动网络;加盟栏目制作,树立品牌形象;倡导唯美情怀、吸引少儿读者.

This article is making the advertising operation in teenagers' periodicals as its object of study, demonstrating the feasibility of advertising activities and then pointing out that principles abiding by behavior regulations and low, persisting to strengthening both social efficiency and economic efficiency, persisting to combination of short-term interests and long-term interests, persisting to creative thought of pursuing truth and perfection ,should be complied with in teenagers' periodicals. Also, the article pointed out that the following strategies such as breaking through misconception, widening advertising resources, taking advantage of media characteristics, creating two-way communication network ,taking part in the shaping of column, building up the image of famous-brand, advocating aesthetic sentiment, attracting teenagers and so on, should be chosen.