Research On The Resources Optimization Of Newspaper Advertising

The advertisement is a product of social economy which develops unceasingly. It produces along with the commodity exchange, and flourishes more and more daily because of the prosperity of commodity economy. And it plays a more and more role in the economical media and the people's daily life. Since the newspaper continuously all is the crucial broadcasting media, the newspaper advertising also always all is the star of advertising market. With time goes by and the technical improvements, the newspaper and the advertising of it transforms and consummates constantly, therefore can stand erect in the advertising market with general sponsor and reader.However, although the advertisement alone characteristic, the market share is stable, it still faced the very tremendous pressure and the challenge. On the one hand, traditional media such as television, radio and so on unceasingly refine the market, reduce the threshold, and scrabble for advertising customers as well as readers. On the other hand, the electronic network media oncoming force is swift. It relying on the technical superiority and the approval of the youth seizes the market share unceasingly. And it also has had the very big impact to the newspaper advertising. Therefore newspaper advertising volume although maintains grows, the rate of increment in recent years had becoming slower actually. Although newspaper industry jobholders and scholars have already got some achievements in theory of newspaper advertising management and innovation research, it still lacked the supply of the quantitative investigation. Based on the above analysis, this dissertation thorough study on the resource optimization of newspaper advertising.This dissertation has mainly completed the following works of five aspects:(1) Simply stated the characteristics of newspaper advertising, the superiority and the present situation in the advertising market and so on. The analysis carries on the necessity of newspaper advertising resources optimization research.(2) To summary the research progress and the research present situation of the existing newspaper advertising resources.(3) The thorough analysis to the attribute of newspaper advertising, and consummated the optimal index system of advertising resources in the foundation which formerly studied. (4) Maximizing the total satisfaction degree of two parties and advertising revenue, a multi-objective mathematical model is constructed.(5) Taking the quantity which of different size and of different position on each page layout of newspaper as the decision variable, to establish two model separately. One is the advertising income maximization model basing on the limitation of area. The other one is advertising area minimum model in the guarantee of advertising income situation.