Discussing The Management Strategies Of Advertisement As The Production Of Scientific And Technical Periodicals

This dissertation analyses the value of Scientific and Technical Periodicals ad according to the medium dual-sale theory. Basing on the analysis about the advertiser behavior, considers the purchase decision of advertiser depending on the value what the ad can bring to. And which is the measurement of the ad information communication effect. Analyzing the process of ad information communication, deduces the major factors that affect the effect of ad information communication. Then analyses the choosing of strategies about market competition position and marketing matrix. The key of Scientific and Technical Periodicals ad management is how to improving the effect of ad information communication. The major factors which influence the effect includes: the Brand known of Scientific and Technical Periodicals,Circulation,Encyclical frequency,Ratio of object audience, Space position of ad, Number of ad, Quality of ad information. Then proposes how to controlling these factors in management to optimize the ad information communication effect. ① Using the SWOT means, ascertain the Scientific and Technical Periodicals ad as a stopgap. ② The first consideration in target market choice is the information preferring of audience, and segmentation the advertiser market is also according to this standard. ③ Analyzing the three hierarchy of ad, educes that Scientific and Technical Periodicals ad management should be considered as service providing that satisfied the ad information communication needs of advertiser. And propositions of how to improving the ad service quality is suggested basing on the influencing factors: improving the quality of Scientific and Technical Periodicals, innovating and controlling the ad space, enhancing the quality of ad information. ④ The pricing of Scientific and Technical Periodicals ad is based on the effect of ad information communication, then constructs a pricing model. ⑤ Scientific and Technical Periodicals ad management should choice the convenient distribution channel strategy for the sake of advertiser and the promotion channel strategy basing on communicating with the advertiser.