Advertising Stream (Theoretical and Empirical Analysis)

Author: Ding Hanqing
Publisher:
Publish Date: 2005-05-01
Features: This book is a scholarly monograph that systematically combines quantitative and qualitative research methods to construct a comprehensive model for describing, explaining, and predicting the development and changes of the overall pattern of newspaper and magazine advertising flow in China. Centered around the core concept of "advertising flow," it leverages foundational theories from disciplines such as advertising, economics, communication, sociology, and statistics. On both macro and micro levels, it provides a detailed interpretation of the relationships between the newspaper and magazine advertising flow and its sources, channels, and consumers. It proposes new models such as the dual-level advertising model, the overall research framework for newspaper and magazine advertising flow, and the GDP-influenced four-quadrant model for advertising flow. It describes and explains the regional distribution characteristics, industry distribution characteristics, and media distribution characteristics of China's newspaper and magazine advertising flow. It also forecasts the future "map" structure and composition of China's advertising flow over the next few years. The book not only holds high academic value but also offers practical guidance for the advertising industry.