The Advertising Communication Strategy Research Of <Titan Weekly>

Dubbed as “the king of the weekly newspapers”, Titan Sports is the best comprehensivesports newspaper at home so far. Although only ranked seventh in all the newspapers at homein terms of circulation and influence, it has the largest quantity of media advertisementsamong all the newspapers. Started with its advertising characteristics and strategies, this paperstudies the reasons for the high value of its advertising pages on one hand; on the other hand,the successful experience of Titan Sports is analyzed, as one media has to be favored by theaudience if it wants to be recognized by the advertisers.This paper mainly uses four research methods including documentation, case analysis,mathematical statistics method and comparison, collecting a large quantity of materialsrelevant to Titan Sports and samples from all the newspaper advertisements in the years of2011. This research is finally accomplished with combination of knowledge such asAdvertisement, Media Management, Newspaper Editing and Sports Journalism.In the first part of this paper, the author gives a brief introduction about the developmenthistory, current situation of Titan Sports, its current competitive environment anddevelopment history of the newspaper’s advertisement, which has been divided it into fourphases for analysis. In the second part, the advertisement of Titan Sport is analyzed by SWOTmethod. Its advantages and disadvantages are analyzed based on its two roles as thenewspaper medium and the advertisement carrier. The threats it faces and the opportunitiesfor its development are also analyzed. On the whole, the advantages outweigh thedisadvantages in the aspect of media advertisement development and opportunities outweighthreats. In the third part, the advertising characteristics and strategies of Titan Sports areanalyzed. Its major advertising characteristic is that both the business and soft advertisementsare valued. Based on the sports media, it enjoys exceptional advantages in planningadvertising news and it has planned many classic cases successfully. In the fourth part, theproblems of its advertising strategies are pointed out in aspects of system, advertisementsource, advertisement style and quality of Titan Sports. In the fifth part, from the perspective of researcher, the author tries to give some profound and objective suggestions aiming at theadvertising strategies of Titan Sports.