Comparative Study And Integration Strategy Discussion On Newspaper And Its Web Advertisement

Nowadays people's life have more and more close relation with the advertisements, we can see any advertisements everywhere. With the development of the market economy, the industrialization of the media become more and more important, and the income of the ads is the main pocketbook, so it is very necessary and important to discuss the integration strategy on newspaper and its web advertisement.This thesis wants to cause the newspaper offices to pay an attention to the above question through the study of the difference of newspaper ads and its web ads, especially how to integrate the two sides then serve the media better.This thesis analyzes the difference of the "yangcheng evening newspaper " ads and "jinyang web" ads seven times every month from January to June in 2004, then found out the relation between them and all kinds of orderliness, and so to pointed out the integration strategy on newspaper and its web advertisement.The value of this thesis is:This study has pointed out what kinds of ads are adapt to be published on newspaper and its web, such as electric ads, activity ads, arts ads, medication ads, medium ads, communication ads, car ads, education ads, and so on. The study has point out the integration strategy on newspaper and its web advertisement included the individuation of the advertiser, the pertinence and diversification of the ads' contents and forms, period integration, the complement of the acceptors and ads' orientations, so as to realize the better effect of 1+1>2. As a groping study, it gives out some methods and tools to integrate the advertisement medium, and hopes to urge the management of the advertisement to become more efficient.