毕业论文模板之一(目录)

目 录

前言..........................................................................1

（一）中国农村消费能力增强....................................................1

（二）消费能力带动广告市场发展................................................1

（三）80后人群渐渐步入社会主流群体............................................1

（四）金融危机的对中国的影响...................................................2

一、农村地区广告形式...........................................................2

（一）电视媒体................................................. ..............2

（二）墙体广告................................................. ..............2

（三）小报................................................. ..................4

（四）车身广告................................................. ..............4

（五）广播................................................. ..................4

（六）DM、横幅................................................. ..............5

（七）营销推广................................................. ..............5

1.展销会................................................. ..............5

2.大篷车下乡................................................. ..........5

3.礼品赠送................................................. ............5

4.服务反馈................................................. ............5

二、农村地区广告发展现状................................................. ....6

（一）大众传媒力量薄弱，难以形成足够的有效到达率..............................6

（二）销售渠道极端不成熟，商业模式单一.........................................6

（三）假冒伪劣产品充斥市场....................................................6

（四）农民消费意识落伍，缺乏品牌消费意识........................................6

（五）覆盖地域广，发布数量大，登记备案少，虚假广告多..............................7

（六）监管难度大..............................................................7

三、金融危机下农村地区的广告发展前景..........................................7

（一）金融危机对广告产业的影响................................................7

1.全球经济形式分析......................................................7

2.受外贸、投资拖累，中国经济增长持续下滑..................................8

3.奥运拉动促中国网络广告发展稳健........................................8

（二）广告应突破农村壁垒................................................. .....9

1.产品定位变化..........................................................9

2.广告创意变化..........................................................9

3.媒体选择变化.........................................................10

（三）政策角度，完善监管................................................. ....10

1.委托登记，审查把关................................................. ..10

2.依托内网，网上监管................................................. ..10

3.建立户口，分类监管................................................. ..11

4.整合力量，发挥“12315”作用............................................11

（四）研究结论................................................. ..............11

1.促销整合策略变化.....................................................11

2.广告投资增长................................................. .......11

3.广告形式充分得到开发.................................................12

4.广告机制得到质变.....................................................12

致 谢................................................. ...................13

注 释................................................. ...................14

参考文献................................................. ...................15