Advertisement flow——a new perspective of advertisement research
Ding Hanqing · Journal of International Communication · 2004
This essay is intended to establish a set of overall patterns to depict,illustrate and predict the development and change of the advertisement flow of newspapers and periodicals in China.The source,channel and consumer (receiver) constitute the first-level indices that affect the structure and direction of the advertisement flow of newspapers and periodicals.Each first-level index can be subdivided into several second- and third-level indices.According to this pattern,the essay makes a positive research based on advertisement data from 1983 to 2003,and some important conclusions are made.