A Research On The Model Of Media Factors To The Newspaper Advertisements Effects

In the society where the new media are emerging fastly and traditional media have been developed, it is a very important task of every newspaper to attract and persuade advertisers to advertise in them. However, compared to Television, Radio, and Internet, there has not got any authoritative orgnization or person to study newspaper systematicly.Based on this, this study utilizes literature research and expert interviews, gains the media factors which may affect the newspaper advertising, including 7 one-level indicators and 17 secondary indicators; besides, this study exerts the Analytic Hierarchy Process to judge the weight of every factor; finally, establish the model of Media Factors to the Newspaper Advertisements Effects and try to apply to "Guangzhou Daily", "Nanfang Dushi Bao", "Yangcheng Evening News," the analysis, finding the most appropriate advertising media newspapers sort of "Guangzhou Daily", "Nanfang Dushi Bao", "Yangcheng Evening News".I hope that, through this model to have 2 purposes. On the one hand, the model can provide a reference to newspaper advertisers when they maka a media choice; the other hand, to provide reference to the college researchers.