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Pros and Cons Analysis of New Media and Traditional
Media for OTC Advertisement
Shao Xuefei, Wang Shuling
2016 (4):
150-154.
摘要
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532 )
PDF(451KB)
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Objective To provide references for OTC enterprises to select appropriate advertisement media by analyzing the characteristic
differences between new media and traditional media. Methods Literature review, expert interviews and comparative methods
were used to study the advertisement features and profit points that new media and traditional media will bring to OTC enterprises
respectively. Results and Conclusion OTC advertisement features of traditional media and new media were, firstly, compared.
Secondly, quantitative analysis from 7 aspects such as economy, timeliness, coverage, target, interaction, audience recognition and
the richness of content were analyzed from 10 kinds of media forms. Lastly, the effect of advertisements and the profit points of OTC
enterprises were investigated. Different media advertisement can bring different profit points for OTC enterprises. Therefore, when
choosing advertisements, OTC enterprises should select the appropriate media based on OTC advertisement target to distribute the
costs. In addition, traditional media and new media should be integrated to bring the enterprise benefits.
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