The Study Of Advertising For Traditional Medium In China

This paper is a study of the advertising strategy in Chinese traditional medium industry. It is structured by six components. The introduction described the defects of current advertising for traditional media in China. The body was divided into four parts: Firstly , the concept was defined—the advertising for traditional medium self-marketing and the importance of advertising for traditional medium was expounded; On the basis of the extensive advertisements collection and possession, the second part summed up the common forms, as well as slogans study, and then aggregated the current traditional media self-advertising status; In order to further investigate, Part three analyzed media industry market environment; With the application of mass communication theory, Part four turned to the characteristics of communicating process , discovered the differences from other industries and originally find out the two-step of two-track mode. Besides, the successful use of an advertising case research summarized the 5 principles: plan, conciseness, orientation, system and sustainability. Finally, under the Chinese medium policy reform, the conclusion forecasted the advertising development of traditional .medium industry.