新媒体时代互动广告创意策略研究

发布时间：2018-11-03 12:00

【摘要】：近年来,新媒体依附数字技术和双向互动的优势深入影响人类社会生活的各个方面,新媒体广告也在新媒体的强大发展势头之下,得到迅猛发展,规模逐渐扩大。新媒体因其实现了让受众从原本单项的信息接受者转向在信息传播中复杂的参与者的角色,受众在此过程中不仅可以制造信息、也可以传播信息和接受信息。新媒体赋予受众参与传播的新模式,为受众的参与和个性化表达提供了媒体平台,因此备受社会各界人士的广泛青睐。随着受媒体意识的逐渐提高,受众也逐渐呈现出分散、挑剔、忠诚度降低的特点,这就给广告人提出了更高的要求。互动式广告在反应广告创意方面使用经得起推敲的巧妙的构思和当代最高水准的科技手段,让受众能体验到不一样的、难以想象的广告效果,进而给受众留下深刻的印象。互动式的广告在策略及创作方面要深思熟虑,互动广告在新媒体环境下更为复杂,但正因为其两者的结合可以使受众在得到较好的互动体验下接受并传播广告,与此同时,广告主可以更加精准的细分受众,与核心目标受众互动,从而实现将广告预算利益最大化。在新技术、新的广告模式频繁换代的时代中,广告策略作为广告的核心要素也要适应新媒体、新技术的变化而发挥最大作用。众所周知,广告策略在传统媒体中扮演者非常重要的角色,评定一个广告是否有效,要衡量其广告策略是否能与消费者进行有效沟通。如今在新媒体环境下,广告主及广告策划人员都过分青睐于追求最新的技术手段、最时髦的广告形式,而忽略了广告在传播时候能否让受众感兴趣,进而实现参与活动或购买行为。本文通过探究新媒体互动广告的发生发展,将新媒体互动广告策略形式进行归纳分类,在此过程中找到了新媒体互动广告存在的问题,并提出了相应的解决方法及对未来发展趋势的预测。
[Abstract]:In recent years, new media rely on digital technology and the advantages of two-way interaction deeply affect all aspects of human social life, new media advertising is also in the new media strong momentum of development, has been rapid development, the scale gradually expanded. The new media can make the audience change from the original individual information receiver to the complicated participant in the information dissemination. In this process, the audience can not only produce information, but also spread information and receive information. The new media endows the audience with a new mode of participation in communication and provides a media platform for audience participation and personalized expression, so it is widely favored by people from all walks of life. With the gradual improvement of media consciousness, the audience gradually presents the characteristics of dispersion, pickiness and low loyalty, which puts forward higher requirements for advertisers. Interactive advertising in response to advertising creative use of ingenious ideas and contemporary technology of the highest standard means, so that the audience can experience the different, unimaginable advertising effect, and then left a deep impression on the audience. Interactive advertising should be considered in terms of strategy and creation. Interactive advertising is more complex in a new media environment, but it is precisely because the combination of the two can enable the audience to receive and disseminate ads in a better interactive experience, at the same time, Advertisers can more accurately segment the audience and interact with the core target audience to maximize the benefits of advertising budget. In the era of new technology and new advertising mode, advertising strategy, as the core element of advertising, should also adapt to the new media, and play a most important role in the change of new technology. As we all know, advertising strategy plays a very important role in traditional media. To evaluate whether an advertisement is effective or not, it is necessary to evaluate whether its advertising strategy can communicate effectively with consumers. Nowadays, in the new media environment, advertisers and advertising planners are too interested in the pursuit of the latest technological means and the most fashionable advertising forms, while neglecting whether advertising can interest the audience when it is transmitted. In turn, to participate in the activities or purchase behavior. By exploring the occurrence and development of the new media interactive advertising, this paper summarizes and classifies the new media interactive advertising strategies, and finds out the problems existing in the new media interactive advertising. At the same time, the corresponding solutions and the forecast of the future development trend are put forward.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8

【相似文献】