招徕有法·经营见道:摭谈《生活周刊》的广告理念与策略及其当代镜鉴  

Ways to Attract and Means to do Business:On the Advertising Concept and Strategy of“Life Weekly”and its Contemporary Reflection

作　　者：施欣 Shi Xin

机构地区：[1]广东仲恺农业工程学院马克思主义学院

出　　处：《现代广告》2024年第21期56-64,共9页Modern Advertising

摘　　要：《生活周刊》是一份民国时期畅销一时、博得盛名的生活指导类期刊,因其公共阅读性和大众悦读性而取得不同凡响的传媒业绩和拥有十分可观的受众市场,同时创造了颇佳的传媒经济、文化教育、生活情趣、大众审美等多重价值和社会效益,是普通民众的良师益友和读者日常生活的精神粮食。在社会主义市场不断完善、数字经济的高度发达的今天,大众传媒的生存与发展、通行与畅销、崛起与辉煌离不开行之有效市场营销手段亦离不开畅通顺遂的广告推广渠道。从某种意义上说广告及其产生的收益,是维系和撑持大众传播媒体的基石和基础。Life Weekly is a popular and well-known life guidance journal during the Republic of China period.Due to its public readability and readability,it has achieved remarkable mass media performance and has a considerable audience market.At the same time,it has created multiple values and benefits such as social economy,cultural education,lifestyle,and public aesthetics.It is a good teacher,friend,and spiritual food for the daily life of ordinary people and readers.Today,with the continuous improvement of the socialist market and the highly developed digital economy,the survival and development,popularity and popularity,rise and glory of mass news and communication media are inseparable from effective marketing methods and smooth advertising promotion channels.In a sense,advertising and its economic and social value are the cornerstone and foundation for maintaining and supporting mass communication media.

关 键 词：《生活周刊》 徐伯昕 广告达人 广告经营与策略 广告传媒与市场 

分 类 号：G63[文化科学—教育学]