移动互联网环境下品牌互动广告传播的策略研究

发布时间：2018-05-04 19:16

本文选题：移动互联网 + 品牌广告　；参考：《浙江工商大学》2017年硕士论文

【摘要】：移动互联网以及信息传播技术获得了蓬勃的发展生机,同时为品牌传播途径和各类外部环境创造了全新的发展机遇。广告互动的旧有模式通常是以大众的现实反馈状况来拟定合适传播方案,但移动互联网及相关技术的发展彻底扭转了这一状况。此类技术使得品牌同消费者的联系愈发紧密,使后者在对互动广告进行掌控的同时能够非常便捷的搜寻自身关注的资讯。广告传播的整体氛围出现了变化,做为曾经接收方的消费受众逆袭成为主导者,这定会引发互动广告传播模式的改变。本篇文章紧扣互动设计以及品牌广告设计的特点和相关需求,同时结合拉斯韦尔传播模式以及包括多屏互动等技术手段在内的移动互联网新兴技术,对移动互联网环境下品牌互动广告传播展开深入分析。根据分析成果,笔者认为移动互联网环境下的品牌互动广告传播在贴合广告需要以及增强其创造性方面有着非常重要的影响。同时,本篇文章利用对移动互联网环境下品牌互动广告传播整体流程的深入探究来找寻与此外部环境相吻合的品牌互动广告传播方式,对移动互联网环境下怎样在品牌传播中更好的使用各类新兴技术以及打造更加有效的传播形式做出探讨,为品牌资产的提升做出规划。本文还以移动互联网环境下品牌互动广告的现实案例为参考,依据品牌需求对移动互联网环境下品牌广告的相关设计手段以及各类方案进行细致剖析。
[Abstract]:Mobile Internet and information communication technology have obtained the vigorous development vitality, at the same time has created the brand-new development opportunity for the brand communication way and each kind of external environment. The old model of advertising interaction is usually based on the reality of the public feedback to formulate appropriate communication schemes, but the development of mobile Internet and related technology has completely reversed the situation. Such technologies make brands more connected to consumers, allowing them to control interactive advertising while easily searching for information they care about. The overall atmosphere of advertising communication has changed. As the consumer counterattack of the former recipient, it will lead to the change of the mode of interactive advertising communication. This article closely links with the characteristics and related requirements of interactive design and brand advertising design, as well as the new mobile Internet technologies, including the Raswell communication model and the technology means including multi-screen interaction. To the mobile Internet environment under the brand interactive advertising dissemination in-depth analysis. According to the analysis results, the author believes that brand interactive advertising communication in the mobile Internet environment has a very important impact on meeting the needs of advertising and enhancing its creativity. At the same time, this article explores the overall process of brand interactive advertising communication under the mobile Internet environment to find the brand interactive advertising communication mode which is consistent with this external environment. This paper discusses how to make better use of all kinds of emerging technologies in brand communication and how to create more effective forms of communication under the environment of mobile Internet, so as to make a plan for the promotion of brand equity. This paper also takes the actual case of brand interactive advertising under the mobile Internet environment as the reference, according to the brand demand, carries on the detailed analysis to the mobile Internet environment brand advertisement related design means as well as each kind of plan.
【学位授予单位】：浙江工商大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524.3

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