新媒介对品牌传播的有效性研究

发布时间：2018-06-08 14:04

本文选题：新媒介 + 品牌传播　；参考：《湖南师范大学》2008年硕士论文

【摘要】： “我知道我的广告费有一半被浪费掉了,但问题是我不知道是哪一半”。多少年来,这个问题仍然困扰着广告主。品牌传播作为企业营销活动的一部分,其最终目的即是营销活动的最终目的——促进销售。新媒介所缔造出的各种传播手段和方式为有效传播、降低投入成本、提升传播效果、创造品牌价值提供了新型媒介利器。商务楼宇液晶电视有效到达城市高收入人群,同时,将所传递的品牌信息深度渗透,针对该层次人群有的放矢,提高传播效率;LED彩屏户外广告具备卓越的媒介特质,集图、文、音、视频于一体,以生动的形象吸引受众的注意力。其无可比拟的区位优势准确抓住了“三高人群”的生活接触点,其有效的商业影响力,强化和创造了品牌与目标受众的关系,有力促成购买行为;手机媒介可以根据不同人群的特点和广告主的要求提供不同的广告服务,可根据受众年龄、性别、位置发布特定的广告,有效克服传播的盲目性;网络的兴起缔造了无数的传播形式和手段,并以其极大的信息承载量为品牌传播提供了广阔平台。媒介策略主要围绕着受众与媒介的必然接触展开,消费者与媒体是一种双向选择的关系,尤其在当前多元化媒介时代,消费者的主动性、选择性大大增强。受众在媒介问的转换变得越来越容易,媒体受众的分流也越来越明显。所以媒介组合是提高媒介效率的选择。品牌建设始终需要紧跟环境的变化,新媒介技术的革命给品牌传播带来新的契机,企业要依靠在传统形式的品牌建设中积累的经验,以开放的心态深入发掘新媒介的潜力,充分利用新媒介的优势进行品牌的传播与维护。
[Abstract]:I know half of my advertising is wasted, but the problem is I don't know which half. For years, the problem still bothers advertisers. Brand communication as a part of enterprise marketing activities, its ultimate goal is to promote sales. Creating brand value provides a new type of media weapon. Commercial buildings liquid crystal TV to reach the urban high-income population, at the same time, the transmission of brand information depth penetration, targeted at this level of people, improve the transmission efficiency of LED color screen outdoor advertising with excellent media characteristics, collection, text, Sound, video in one, vivid image to attract the attention of the audience. Its unparalleled location advantage accurately grasps the "three high crowd" life contact point, its effective commercial influence, strengthens and creates the relationship between the brand and the target audience, has the power to promote the purchase behavior; Mobile media can provide different advertising services according to the characteristics of different groups of people and the requirements of advertisers, can be based on the age, sex and location of the audience to issue specific advertisements, effectively overcome the blindness of communication; The rise of the network has created numerous forms and means of communication, and has provided a broad platform for brand communication with its enormous information carrying capacity. The media strategy mainly revolves around the inevitable contact between the audience and the media. The relationship between consumers and media is a two-way choice, especially in the age of diversified media, consumers' initiative and selectivity are greatly enhanced. The transformation of audience in media becomes more and more easy, and the streaming of media audience becomes more and more obvious. So media combination is the choice to improve media efficiency. Brand building always needs to keep up with the change of environment. The revolution of new media technology brings new opportunities to brand communication. Enterprises must rely on the experience accumulated in the traditional form of brand building. Explore the potential of the new media with an open mind and make full use of the advantages of the new media to spread and maintain the brand.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;G206

【引证文献】