钱朝阳01110019刘丁上海杂志广告研究(1979-XXXX年)

1目录上海当代杂志广告研究(1979-2003年)··················2摘要···································································2Abstract···························································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············································8七、多数杂志仍以发行为主要收入来源······················8八、杂志广告占杂志页数的比例偏低·························9九、杂志广告收入占杂志总收入的比重不高·················10第二章、上海当代杂志广告分析··························10一、杂志广告初期阶段········································10二、杂志广告转型期··········································12三、杂志广告快速增长期····································13一、时尚类杂志广告···································14二、娱乐类杂志广告···································16三、DM类杂志广告·····································18四、财经类杂志广告···································19五、汽车类杂志广告····································21六、体育类杂志广告··································23七、IT类杂志广告····································24四、三个时期杂志广告的总结·······························262第三章、上海杂志广告的发展与展望··················29一、回顾过去·························································29二、展望未来··························································30总结·································································31致谢·································································31参考文献···························································32著作······························································32网站······························································32杂志······························································32注释··································································33上海当代杂志广告研究（1979--2003）摘要杂志广告是一种重要的广告形式，它的特性是极其细化的分众传播。杂志广告在国外已经相当成熟，有着一套完整的体系。在中国，由于当代广告的发展只有25年的历史，并且杂志广告发展比起其他广告形式要迟了不少，因此还不能算是完善。但是杂志广告近10年的发展还是非常迅猛，各类杂志犹如雨后春笋，大大的丰富了杂志类型，高度的细分了受众，吸引了众多的广告主，地位提高了很多。近年来杂志广告的收入大幅度增加，每年的增长比例超过了电视、报纸、广播等其他广告媒体。综观上海杂志广告的发展，可以分为三个时期：杂志广告初期阶段1979-1990年；杂志广告转型期1991-1997年；杂志广告的快速增长期1998-2003年。每个时期杂志广告都有其自身鲜明的特色.3AbstractThemagazineadvertisingisakindofimportantadvertisingform,itscharacteristicisextremelythinningfenspreadallly.Themagazineadvertisinghasbeenalreadyquiteripeabroad,thereareasetofintactsystems.InChina,becauseofmoderndevelopmentofadvertisementbeingonlyhistoryforoneyear,andmagazineadvertisingitdevelopstobelatemanycomparedwithotheradvertisingform,sostillcannotberegardedasperfectly.Butthedevelopmentinthepast10yearsofmagazineadvertisingisstillveryswiftandviolent,allkindsofmagazinesarelikethebambooshootsafteraspringrain,theabundantmagazinetypegreatly,heighthassubdivideaudiences,hasattractednumerousadowners,thepositionhasimprovedalot.Theincomeofthemagazineadvertisingincreasesbyalargemargininrecentyears,theannualgrowthratiohasexceededotheradvertisingmedias,suchasTV,newspaper,broadcasting,etc..Thedevelopmentcomingtosaythemagazineadvertisingofourcountryatpresentcanbedividedintothreeparts:Themagazineadvertisingis1979-1990yearsofinitialstage;Themagazineadvertisingis1991-1997yearsoftransformationperiod;Fast1998-2003yearssuchasriseperiodinmagazineadvertising.Thereisone'sowndistinctcharacteristicinthemagazineadvertisingofeachperiod.关键词杂志媒体上海当代杂志广告杂志广告创意广告受众magazineMediamagazineadvertisingofShanghaiMagazineadvertisingintentionAdvertisingaudiences4序论中国当代杂志广告经过了25年的发展，取得了令人瞩目的成就，各种类型的杂志名目繁多，各有特色。随着杂志的不断发展，杂志广告的作用越来越受到广告主的重视，但是面对如此多的杂志，多样化的受众，广告主必须作出正确的抉择。因此对杂志广告的媒介、杂志广告的创意以及杂志广告的受众等的研究显得尤为重要。笔者的这篇论文从1979-2003年的社会的大环境、杂志发展状况、杂志本身的特色、杂志广告的创意这四个角度作研讨，力求从中一窥上海杂志广告的特点及其变化。第一章中国当代杂志及杂志广告市场现状分析要了解上海杂志及杂志广告的现状，首先要了解中国整个的杂志及杂志广告市场，因为要了解局部首先要从全局出发，根据全局对局部的影响，有联系的看问题，这样才能全面的，系统的了解上海杂志及杂志广告市场。一、杂志广告收入持续大幅上涨①杂志广告近几年的收入涨幅基本超过了其他几种媒体，杂志广告的作用和地位进一步得到提高。广告主开始增加对杂志广告的投入。-20%-10%0%10%20%30%40%50%1995199619971998199920002001杂志报纸电视5从以上分析中可以看出杂志广告正在飞速的发展，杂志广告的地位不断增强，杂志广告的总量有很大的上升空间。各类杂志定位越来越明确，积极地发展自身的特色，拓宽发行渠道，扩大读者群。杂志及杂志广告市场都在进行一场前所未有的变革。二、杂志广告印刷质量大幅提高杂志广告印刷与过去相比有了大幅度的提高，各类高级纸张更好的表现出广告主产品的特色，其中时尚类杂志广告尤为明显，纸张一般使用进口的铜版纸；从创意接受度来看，时尚女性类与兴趣爱好类杂志的创意接受度较好，这类杂志广告基本属于主动阅读。三、杂志的出版周期缩短中国杂志的出版周期以月刊居多，半月刊、双月刊其次，周刊最少。2001年末，部分杂志纷纷改版并缩短刊期，如《财经》从月刊改为半月刊，《三联生活周刊》从半月刊改为周刊，如借世界杯之势的《足球周刊》也由半月刊改为周刊，增强刊物的时效性。2001年由双月刊缩至月刊的在10种左右，由月刊缩至半月刊的也有10余种。周期的缩短进一步加大各类杂志之间的竞争，同时也增加的杂志的广告收入。6四、杂志发行渠道稳中求新大多数杂志主要以传统的邮发、自办发行（批发商，报刊亭零售）为主，但出现了新的杂志发行代理商，经常会推出一些杂志促销活动，例如订阅全年的杂志赠送小礼物或者打折优惠。最近出现了在地铁及娱乐场所免费赠送的DM杂志例如:《That’sShanghai》、《CityWeekend》。杂志发行方式和渠道的变化增加的杂志阅读人群数，进一步推动了杂志广告的发展。五、杂志广告的广告主集中于时尚产品和高价奢侈品2001年TOP100杂志媒体广告收入排行7数据来源：尼尔森（根据广告刊例价）数据来源：尼尔森（根据广告刊例价）8数据来源：尼尔森（根据广告刊例价）可以看出，广告收入最好的是时尚女性健康类杂志，由于化妆品、奢侈品、消费品、服装等产品几乎都是针对时尚女性的产品，因此这类杂志也最受此类广告主的青睐。其次是一些分众明显的兴趣爱好类杂志，由于该类杂志的读者细分明显，定位相对准确，因此同类型的广告主也较多。在杂志广告投放品牌中，化妆品和奢侈品的广告占前20名的大多数，这类广告主多选择时尚类、综合类、财经新闻类刊物刊登广告。六、期刊严重同质化几乎所有的财经类杂志都是为高级经理人打造；几乎所有的汽车类杂志都是为购车者和车主制作；几乎所有的时尚类杂志都是为年轻白领女性开办，很多杂志的读者定位方向趋同，