DM设计的探讨与研究

发布时间：2018-01-17 16:32

本文关键词：DM设计的探讨与研究　出处：《湖南师范大学》2008年硕士论文　论文类型：学位论文

【摘要】： 在现代广告信息传播中,DM的传播和其他广告形式不同,是通过邮寄,以信函形式告之消费者,传达其广告内容。DM是以线形的一对一的传播方式,使受众有一种被重视感。 DM的传播原则是有利于公众。使DM提供对公众有用的信息,这样才能有利于商业的发展。DM是可以了解到每个人的不同反映的最好的工具,DM的功能会根据其种类的不同而有所差别。面向不同客户的DM,其制作程序也要根据客户的具体要求来进行。只有根据产品的具体特点制作的DM,才能达到吸引客户的效果。在DM的设计传播中,如何使DM准确达到信息传播的目的,除了它的投放方式,问题还在于是否进行划分行销对象,设计的形式语言是否具有魅力。DM的设计无的放矢,无法达到广告效果。 DM除了要划分行销对象有的放矢之外,经过精心设计,符合消费者接受心理的DM形式更是能影响广告效果的重要因素。在制作DM时,要使DM的设计符合其功能的要求,这样才能收到预期的效果。由于DM的传播特点,DM设计要符合邮政要求,以免发生邮寄上的困难,造成传播环节中的失误。DM的造型要有个性、制作精美,使人爱不释手,这样DM的广告信息才可以进行多次传播,其广告效果更好。DM设计的形式语言主要以DM的造型、色彩及其设计风格为主。DM的设计风格符合广告内容,这样才能更清楚表达广告意图,真正达到广告目的。
[Abstract]:In the communication of modern advertising information, the communication of DM is different from other advertising forms, it is by mail, through the form of letters to inform consumers, to communicate its advertising content. DM is a linear one-to-one mode of communication. Make the audience have a sense of being valued. The communication principle of DM is to benefit the public. Only by making DM provide useful information to the public, can it be beneficial to the development of business. DM is the best tool to understand the different reactions of everyone. The function of DM will be different according to its type. The DMs for different customers should be made according to the specific requirements of the customers. Only DM can be made according to the specific characteristics of the products. To achieve the effect of attracting customers. In the design of DM communication, how to make DM accurately achieve the purpose of information dissemination, in addition to its mode of delivery, the problem is whether to divide the marketing object. Whether the formal language of design has charm. DM design is not targeted, can not achieve advertising effect. DM, in addition to dividing the target of marketing, after careful design, in line with consumer acceptance psychology, DM form can affect the advertising effect of an important factor. In the production of DM. The design of DM should meet the requirements of its function, so as to get the expected effect. Because of the characteristics of DM, the design of DM should conform to the requirements of postal service, so as to avoid the difficulties in mailing. Causes the error in the transmission link. DM modelling must have the individuality, the production is exquisite, causes the person to adore, so DM's advertisement information can carry on the many times dissemination. Its advertising effect is better. DM design form language is mainly DM modeling, color and its design style. DM design style accords with the advertising content, so as to express the advertising intention more clearly. Really achieve the purpose of advertising.
【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】：F713.8

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