钱朝阳刘丁上海杂志广告研究年.docVIP

PAGE PAGE 33 目　录 上海当代杂志广告研究(1979-2003年)··················2 摘要···································································2 Abstract···························································3 关键词·······························································3 序论·································································4 第一章、中国当代杂志及杂志广告市场现状分析···4 一、杂志广告收入持续大幅上涨······························4 二、杂志广告印刷质量大幅提高······························5 三、杂志的出版周期缩短······································5 四、杂志发行渠道稳中求新····································6 五、杂志广告的广告主集中于时尚产品和高价奢侈品·······6 六、期刊同质化严重