京津两地报业集团版面互换合作中异地广告投放研究

京津两地报业集团版面互换合作中异地广告投放研究
摘要
京津两地报业集团实现版面互换合作，引出同一经济圈内异地广告投放这一特殊广告投放模式。基于出版内容和对版面内容编排、栏目设置、广告招商等环节分析异地广告投放规律，把握好异地消费者的消费习惯与本市企业异地广告投放手断有机结合，发挥软性广告在异地广告投放中的广泛应用，切实提高引资招商效率。进一步建立消费者与商家客户的联系，策划内容丰富具有影响力和号召力的活动方案，形成双方共赢互惠机制。
关键字 版面互换   异地投放   软广告   产品包装

Beijing and Tianjin Newspaper Group page ads exchange of cooperation in different places

Abstract
Beijing and Tianjin Newspaper Group to achieve layout exchange cooperation, leads to the same economic circle of this special off-site advertising advertising model. Based on published content and content of the page layout, column, advertising investment and other aspects of off-site advertising rules, a good grasp of consumer behavior in different places and the city off-site advertising business combination of hand-off, play soft in the off-site advertising advertising wide application, and effectively improve the efficiency of attraction of foreign investment. Further development of the consumer and business customer contact, planning a variety of influence and appeal of the activities of the program, the formation mechanism of both reciprocal and win-win.
Keyword：Page swap   Remote delivery  Soft ad   Packing

第一章      绪论
1.1 研究的背景
随着我国区域经济一体化进程的不断加快，共处同一经济生活圈的各个城区之间的往来合作更加密切。在这种大的环境下，具有市场前瞻性的传媒行业佼佼者也随之瞄准这一新形势下出现的各种广泛合作的机会和广阔的市场前景。

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