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在信息渠道多元化的今天,报纸广告应如何在吸引力和独特性方面有效形成报纸广告的品牌效应,真正发挥广告品牌化经营的影响力,是报纸在今后发展过程中值得重视的问题。目前企业投放广告呈现新趋势,广告与终端推广并重、利用媒体呈现多元化态势、寻求媒体差异化策略是其主要特点。为此,实现报纸广告品牌化经营的创新,加强品牌化策划是我们在报业广告竞争中立于不败之地的关键。本文从加强有效的广告品牌化策划、加强报网互动促进报业广告品牌化创新、打造品牌化的行业经典活动等方面,探讨了在受众接受信息方式日新月异的今天,如何更好地发挥报纸在市场拓展方面的能动作用,以报纸独有的权威性和公信力,结合网络广告的互动性和精准性等特点,打造以报网互动为基础的广告经营,努力实现广告主、消费者和报纸的三方共赢,促进报纸广告品牌化稳步发展。
In today’s diversified information channels, how newspaper advertisements effectively form the brand effect of newspaper advertisements in terms of attractiveness and uniqueness, and truly exerting the influence of brand branding management are issues worthy of attention in the future development of newspapers. At present, enterprises present new trends in advertising, advertisements and terminals promote equalization, use the media to diversify the situation and seek media differentiation strategy is its main feature. To this end, to achieve innovation in the newspaper advertising brand management, strengthen brand planning is the key to our invincible position in the newspaper advertising competition. In this paper, from the aspects of strengthening effective branding planning of advertising, strengthening newspaper network interaction, promoting branding and innovation of newspaper advertisement and creating classic activities of branding industry, this article discusses how to make the best use of newspapers The dynamic role of market expansion, with the newspaper’s unique authority and credibility, combined with the interactive and accurate network advertising and other characteristics, to create interactive newspaper-based advertising operations, and strive to achieve the advertisers, consumers and newspapers Tripartite win-win situation to promote the steady development of newspaper advertising brand.