网络广告互动传播与受众接受关系研究

发布时间：2018-04-02 13:06

本文选题：网络广告　切入点：互动　出处：《华中科技大学》2004年硕士论文

【摘要】：在网络经济的今天,网络广告已经被越来越多的企业或商家所重视。网络广告的根本特性之一是互动特性,互动性使得传播者和接受者在广告信息流动过程中能进行即时的、直接的双向沟通。与传统媒体广告相比较而言,网络广告的互动传播更多地增强了受众选择的机会与能力,因此,互联网广告受众对广告的态度就会更多地影响网络广告的效果。这是本文研究网络广告的互动传播与受众接受关系的最主要的立论根据。广告效力的发挥来自对其目标受众的谙熟,把握消费者的特性,是整个广告过程中最重要的课题。在进行网络广告策划时同样要紧紧抓住这一核心问题。而且随着“受众本位”理念的深入人心,营销4C潮流的出现,从受众角度研究其对网络广告的接受特点无疑成为了改进网络广告效果的必要手段。因此,本论文从网络广告互动传播的特点出发,来研究受众接受网络广告的心理与行为特点,以期得出改进网络广告效果的方法。论文以心理学、传播学的基本理论为基础,通过定性与定量研究相结合的方法,首先分析了网络广告互动传播的特性。然后从受众态度变化的三个环节知晓、意化、驱动来阐述了受众对网络广告信息的接受过程。最后通过问卷调查、控制实验等方法对受众接受网络广告的心理与行为特点进行了研究,并从网络广告设计制作与发布方面提出了改进网络广告效果的若干策略,对网络广告的发展和运作具有实际指导意义.。
[Abstract]:In today's network economy, more and more enterprises or businesses pay more and more attention to online advertising. One of the fundamental characteristics of online advertising is the interactive nature, which enables the communicator and receiver to carry out real-time information flow in the advertising process. Direct two-way communication. Compared with traditional media advertising, the interactive communication of online advertising enhances the opportunity and ability of the audience to choose, so, The attitude of the Internet advertising audience to the advertisement will affect the effect of the network advertisement more, which is the most important theoretical basis of this paper to study the relationship between the interactive communication of the network advertisement and the audience acceptance. The effectiveness of advertising comes from being familiar with its target audience and grasping the characteristics of consumers. It is the most important subject in the whole advertising process. We should also grasp this core problem when planning the network advertisement. And with the popularity of the concept of "audience standard", the trend of marketing 4C appears. It is undoubtedly necessary to study the acceptance characteristics of online advertising from the perspective of audience. Therefore, this paper starts from the characteristics of interactive communication of online advertising. The purpose of this paper is to study the psychological and behavioral characteristics of the audience's acceptance of online advertising, and to find out the methods to improve the effect of online advertising. Based on the basic theories of psychology and communication, this paper analyzes the characteristics of the interactive communication of online advertising through the combination of qualitative and quantitative research. Finally, through questionnaire survey, control experiment and other methods, the psychological and behavioral characteristics of the audience accepting online advertising are studied. Some strategies to improve the effect of network advertisement are put forward from the aspects of designing, making and publishing of network advertisement, which have practical guiding significance for the development and operation of network advertisement.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2004
【分类号】：G206

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