Newspaper Of Marketing Activities To Resolve

This thesis researches on the newspaper's marketing activity. Firstly, it discusses the definitions of marketing activity and newspaper's marketing activity, holding that the newspaper's marketing activity refers to the process which could increase the newspaper's economic and social efficiency. In order to attract the readers and adversers' engagement, the newpaper holds all kinds of creative and attractive activitives in the condition that it understands the needs of enterprises and readers, with its own integrity and influence, by way of excellent planning and depending on the resourses of readers and customers.By way of the brief comparison between newpaper and eletronic medium, this thesis concludes that newpaper needs more marketing activities to cover its own disadvantage. This study points out the inevitable relation between the customer-center in the theory of integrated marketing communication and the newspaper marketing activites. It believes that in the process of marketing activity the deep contact between the newspaper and the costomers is the breakthrough of the one-way mass mediam, and it also covers the newspaper's disadvantage of interactiveness. Accordingly, this thesis discusses the classification of the newspaper's marketing activity, usual misunderstanding and the innovative ideas.The last part is the most important one. It analyzes the classical work of News Daily's marketing activity, which is the China VS Malaysia of 2006 World Cup's qualifying in Asia. This thesis in detail analyzes News Daily's contracting the competition, image publicity, popularizing the tickets, inviting investment, as well as the overall planning. It can be said a model of the marketing activity. This case study is not only instructive to the practical operation, but also helpful to the improvement of the marketing activity theory.