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Researches on Auto Advertising Management of the Press

Author: ZhangYan
Tutor: FanYiJin
School: Jinan University
Course: Journalism
Keywords: auto advertising advertising management advertising managementof the Press Southern Metropolis Daily
CLC: F713.8
Type: Master's thesis
Year: 2013
Downloads: 80
Quote: 0
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Abstract


Newspapers rely on advertising to survive. In recent years, however, the declinein newspaper advertising revenue leads to the concern from the industry and academiatowards the life of the printed media. Automotive industry, which used to serve as apillar of the press，has cut down its advertising on newspaper since the end of2010，because of a series of factors such as the economic depression, termination ofpreferential policies, the policy of purchase limitation, declining growth and so on. In2012, it even retreated from its role as one of the three pillar industries for printedmedia, which added another suffering to the newspaper industry. As the condition ofthe press getting worse and worse, how to attract automotive industry to advertisethrough newspaper is a problem to be solved for many newspapers.Southern Metropolis Daily is located in Guangzhou, where limiting purchase ofthe car is implemented, but its car advertising revenue remains a healthy growth,which indicates the auto advertising management in this newspaper worth deep study.Firstly, this study will use content analysis to research12variables of340car ads inthe Southern Metropolis Daily, and through combing with the automotive and thepress background, it aims to sum the main features and regularity in quantity，specification，delivery types and advertisers of newspaper auto ads. Then, it will findout the auto ads management of Southern Metropolis Daily through interviewing thestaffs. At last, based on the content analysis and interviews, as well as the relatedtheories in domains like journalism, advertising and marketing, this study willconduct a comprehensive analysis in terms of the advertising sector’s organizingstructure and advertising strategies including product, price, path and promotion, so asto provide the majority of newspapers with theoretical references for the autoadvertising management.

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Advertising
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