基于Webcall的网络广告精准传播系统设计与实现

发布时间：2019-02-09 06:53

【摘要】： 互联网促进了信息的融通,但也制造了信息的海洋,网络广告因为受众的分散性、不可控性、受众疲劳等原因正表现得越来越差,如何避开传统网络广告的发布老路、在“效果为导向”的传播理念下:寻找全新的广告传播模式,成为网络新媒体关注的焦点。本文依据“效果为导向”的广告精准传播核心理念,探讨了基于不同的目标市场,不同层次的目标消费者,不同消费的个性化需求,采用针对性的网络广告精准传播方案:将网络广告的无意识发布,调整为吸引目标受众的有意识发布,确保目标受众“主动关注”广告主“有意识”发布网络多媒体广告的精准传播模型。由此提出并设计了在发布网络多媒体广告的互联网页面中嵌入“免费电话”代码、利用互联网发起呼叫的WebCall提供免费电话的网络广告精准传播模型。具体工作与意义如下: 1.以免费WebCall电话服务吸引目标受众“主动关注”相关网络广告和直接联系广告主的实现流程. 2.探讨基于WebCall客户数据库提供ACD客户回访的CRM分析方法。 3.通过多媒体网络广告精准传播软硬件平台的架构和测试,验证基于免费WebCall的网络广告精准传播模型的商用价值。
[Abstract]:The Internet has promoted the integration of information, but it has also created an ocean of information. Because of the dispersion, uncontrollability, and fatigue of the audience, network advertising is becoming worse and worse. How to avoid the old way of publishing traditional online advertisements? Under the idea of "effect-oriented" communication: to find a new advertising communication mode, become the focus of new network media. Based on the core idea of "effect oriented" advertising precision communication, this paper discusses the individualized demand of different target markets, different levels of target consumers and different consumption. Adopt the targeted network advertisement accurate communication plan: the network advertisement unconsciously releases, adjusts the network advertisement to attract the target audience the conscious release, Make sure that the target audience pays active attention to the accurate communication model of the network multimedia advertisement. This paper proposes and designs a "free phone" code embedded in the Internet page that publishes the multimedia advertisement on the Internet, and provides a precise model for the spread of the online advertisement by using the WebCall calling initiated by the Internet to provide the free phone. The specific work and significance are as follows: 1. Free WebCall telephone service to attract the target audience "active attention" related network advertising and direct contact with advertisers. 2. This paper discusses the CRM analysis method of ACD customer return visit based on WebCall customer database. 3. The commercial value of the model based on free WebCall is verified by the architecture and test of multimedia network advertising precision communication software and hardware platform.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：TP311.52

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