报纸广告传播的精准化分析-新闻与传播专业论文.docxVIP

 PAGE 4 III Abstract With the rapid development of mobile communication technology and digital technology, the new media gains the soaring flourish, challenging the traditional media with unprecedented power. The combat among media has become more and more fierce, and the advertising market share originally occupied by newspaper has been continually carved up, advertising space has been squeezed more and more. Beyond that, with the influence of new media, the continual loss of Newspaper readers also leads to the declining sales of newspaper advertising. So, under the strongly competitive environment, the newspaper has to continue to seek better strategies that are able to confront the new media, actively innovating, and searching the new development models, in order to grasp a better survival and development. If we seek the reasons that the newspaper advertising market is carve up, we would find out that the fragmentation of the social class, the segmentation of media market, the diversification of clients’ options and the accuracy of advertising effectiveness required precision are all the ones. Therefore, the traditional blanket, fuzzy advertising mode applied by the newspaper has been unable to meet the developmental needs of the new media environment. Newspapers have to overcome the demerits that the traditional fuzzy advertising spreads wide but targets poorly, one-dimensional information feedback is indirect, the reaction of advertising effectiveness lags and advertising costs highly even sumptuously, eventually shifting the advertising broadcasting from fuzzy spread to accurate spread, improving the accuracy of advertising communication, all of which is one of the keys of the newspaper advertising business method to explore in the fierce competition in the media market. The report exports the analysis in the terms of background that precision advertising communication emerge and the setbacks that exist in the traditional advertising communication, aiming