File:NLC416-09jh001453-36138 新聞學集成 第4卷.pdf

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新聞學集成   (Wikidata search (Cirrus search) Wikidata query (SPARQL)  Create new Wikidata item based on this file)
Author
管翼賢纂輯
image of artwork listed in title parameter on this page
Title
新聞學集成
Volume 第4卷
Publisher
中華新聞學院
Description

內分總論、新聞、報紙、輿論、新聞記者、編輯、採訪、社論、宣傳、廣告、報業經營等20編。每編包括若干章節

目錄
廣告篇
第一章 廣告
第一節 廣告的起源
第二節 廣告的類別
第二章 廣告媒體
第一節 報紙廣告
第二節 雜誌廣告
第三節 無線電廣告
第四節 屋外廣告
第三章 廣告原稿
第一節 原稿的特性
第二節 說明廣告與暗示廣告
第三節 廣告原稿的的形式和效果
第四章 廣告文字
第一節 廣告文字的使命
第二節 廣告的文字
第三節 怎樣寫動人的廣告
第四節 科學的廣告文字
第五章 廣告費的算定
第一節 廣告費的概念
第二節 廣告費的算定方法
第六章 廣告之經濟學的考據
第一節 欲望的調查
第二節 購買動機的調查
第三節 需要的測定
第四節 需要的喚起
第五節 傳達觀念
第六節 提示實物
第七節 消費者的認識
第八節 廣告在社會的效果
第九節 廣告論理化
第七章 最近廣告的趨勢
第一節 廣告的限制
第二節 廣告的統制
第三節 廣告業的使命
第八章 戰時體制下的廣告動向
第一節 美國廣告界的協贊國策
第二節 廣告篇幅獻納運動
第三節 藝術家的參贊國策
第四節 廣告與間諜
第五節 二次歐戰與廣告
報業經營篇
第一章 報紙的販賣部數
第一節 發行部數
第二節 依用紙量推定部數
第三節 印刷部數
第四節 發送部數
第五節 分配部數
第六節 廣義販賣部數
第七節 真正販賣部數
第八節 販賣部數表示法
第九節 部數的增加率
第二章 販賣部數與廣告
第一節 部數對廣告費率算定的影響
第二節 強制迫銷新聞的弊害
第三節 達姆遜氏對販賣部數的意見
第四節 廣告費率增減的因素
第五節 英國新聞廣告最近的趨勢
第三章 新聞經營形態
第一節 以資金構成種類區分
第二節 以背景關係區分
第三節 以經營目的區分
第四節 新聞企業形態的變遷
第四章 日本新聞社營業局的組織及活動
第一節 營業局的地位
第二節 販賣部的組織
第三節 會計部的組織
第四節 庶務部的組織
第五節 廣告部的組織
第六節 營業局的活動
第七節 經營的活動
第八節 公益的活動
第九節 朝日新聞社的航空與社會事業
第十節 營業局的使命
第五章 美國新聞社販賣部的組織與活動
第一節 販賣部組織的發展
第二節 販賣擴張論
第三節 販賣部數的擴張競爭手段

Language Chinese
Publication date 民國32[1943]
Source
institution QS:P195,Q732353
(民國時期文獻 民國圖書)
主題
InfoField
新聞學
中圖分類
InfoField
G210
載體形態
InfoField
6冊

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