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广告既是重要的销售竞争手段,也是重要的非价格竞争手段。自公元前一千年左右出现世界上最早的广告以来,随着国际贸易的发展,在广告倍受重视的同时,广告媒体本身也在不断地发生变化。 传统的大众化媒体主要有两大类:一是图文印刷媒体,主要形式是报纸和杂志。二是无线电波媒体,主要形式是电视和广播。到目前为止,我国的外贸企业仍然习惯于使用这两类传统广告媒体。 传统广告媒体有以下局限性: 1、图文印刷媒体的广告传播被局限在一个很有限的空间中。这类媒体传播的最广范围被限制在报纸和杂志的发行地区内,要在这类媒体上连续做广告,则费用难以承担。 2、无线电波媒体的广告传播被限制在一个很有限
Advertising is not only an important marketing competition means, but also an important non-price competition means. Since the earliest advertisements in the world appeared around 1000 BC, along with the development of international trade, the advertising media itself has been constantly changing. There are two main types of traditional popular media: the first is the graphic print media, which is mainly in the form of newspapers and magazines. The second is radio wave media, the main form is television and radio. So far, China’s foreign trade enterprises are still accustomed to using these two types of traditional advertising media. Traditional advertising media has the following limitations: 1, graphic print media advertising is limited to a very limited space. The widest range of such media dissemination is limited to the distribution of newspapers and magazines, and advertising in such media is unaffordable. 2, radio wave media advertising communication is limited to a very limited