中国交互式网络广告传播研究

发布时间：2018-04-30 08:08

本文选题：Web2.0 + 交互式　；参考：《湖南大学》2012年硕士论文

【摘要】：网络媒体的发展与运用,严重冲击传统媒体主导的社会信息传播环境。在新媒体环境下,破解传统媒体遇到的传播障碍,广告业界新贵——交互式网络广告凭借其以受众为中心的视角备受关注。交互式网络广告泛指以网络媒体为依托,能够引起用户行为产生交流与互动的网络广告形式。在实际传播过程中,广告主行业繁杂但集中度高,产品或品牌趋向全国化、时尚化和年轻化；广告传播媒介方面,互联网络广告传播媒介普遍发展较快,移动网络媒体应用兴起且来势凶猛；广告传播受众方面,广告受众基数大,年龄趋向年轻化,职业以学生和白领为主,综合门户、搜索引擎、即时通信、C2C网站是他们经常接触的网站类型。交互式网幅广告、富媒体广告、产品广告网站和搜索引擎广告凭借其强大的技术支持和友好的交互内容成为交互式网络广告的几种典型传播形式。同时,交互式网络广告呈现传播方式多样化、受众参与差异化、终端操作技术化、传受双向互动性和反馈渠道实效强等传播特点。在实际的传播过程中,交互网络广告传播虽集诸多优势于一身,但实际传播过程中却遭遇一系列的尴尬情况,比如受众属性限制品牌介入、日标受众群模糊、受众参与度不足、传播渠道单一和效果评估体系灵活度差等。造成这些传播问题的原因可归为广告代理公司的专业素养制约、广告主的人为因素制约和广告受众的自身因素制约带来的主观原因及技术限制、广告预算限制、传播平台限制所带来的客观原因。为解决这些实际传播中出现的问题,本文给出以受众为中心的交互式网络广告传播对策,即明确品牌定位、找准目标受众、提高广告表现、拓展媒体渠道和加强效果评估。
[Abstract]:The development and application of network media seriously impact the social information dissemination environment dominated by traditional media. In the new media environment, breaking the communication obstacles encountered by the traditional media, the advertising industry upstart-interactive network advertising with its audience-centered perspective has attracted much attention. Interactive online advertising refers to the network advertising form which can cause the user's behavior to communicate and interact with each other based on the network media. In the actual communication process, the advertising master industry is complicated but with a high concentration, the products or brands tend to be nationalized, fashionable and young. In advertising communication media, the Internet advertising media generally develops rapidly. Mobile network media applications are emerging and fierce; in advertising communication, the audience base is large, the age tends to be younger, the occupation is mainly students and white-collar workers, comprehensive portals, search engines, Instant messaging C 2 C sites are the type of sites they often contact. Interactive web ads, rich media ads, product advertising sites and search engine ads have become several typical forms of communication of interactive web advertising with their strong technical support and friendly interactive content. At the same time, interactive network advertising presents the characteristics of communication, such as diversification of communication modes, participation of audience in differentiation, terminal operation technology, two-way interaction and strong effectiveness of feedback channels. In the actual communication process, the interactive network advertising communication has many advantages, but in the process of actual communication, it encounters a series of embarrassing situations, such as the audience attributes restrict brand intervention, the target audience group is vague, and the audience participation degree is insufficient. The communication channel is single and the flexibility of the effect evaluation system is poor. The causes of these communication problems can be attributed to the professional quality constraints of advertising agencies, the subjective reasons and technical constraints brought by the artificial factors of advertisers and the limitations of advertising audiences themselves, and the limitations of advertising budgets. The objective reasons brought about by the limitation of communication platform. In order to solve these problems in actual communication, this paper puts forward some countermeasures of interactive network advertising communication with audience as the center, that is, defining brand positioning, finding target audience, improving advertising performance, expanding media channels and strengthening effect evaluation.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F49;F713.8

【参考文献】