社交网络中的创新型话题广告研究
发布时间：2019-03-13 17:02
【摘要】：社交网络几年来发展迅速，成为具有广泛影响力的大众传播媒体，社交网络的信息传播渗透到生活的衣食住行。社交网络是各类社会信息传播的平台，这其中包括广告信息的传播，这是未来广告信息传播和广告活动传播的重要阵地。这个新媒体平台有着不同以往的特点，给广告信息传播带了挑战也带来了革新的机会。其中具有话题性，能够激发网民参与热情的话题广告传播活动表现突出，具有发展的潜力。本文将通过对社交网络环境的分析和创新型话题广告传播案例的解析，来研究这一新兴广告传播方式。本文首先解析社交网络环境特征，社交网络中的话题传播和话题广告传播，为下文的创新型话题广告研究做以铺垫；社交网路中的创新型话题广告传播，具有话题设计新颖，结合网络环境的时效因素的特点；并且创新型话题广告活动大多注意广告参与活动的设计和创新，争取社交网络用户的参与互动，在活动的过程中，以隐性方式传播品牌理念，提升品牌知名度和好感度，培养潜在消费者；本文的案例分析来自以兴趣社区为聚集特色的社交网站——豆瓣网，，豆瓣网作为兴趣爱好分享为主的网上生活社区，利于兴趣话题产生，在豆瓣网进行创新型的话题广告活动，要注意分析豆瓣用户特点，制造具有参与可行性的话题和互动活动，将社区用户培养成品牌的潜在消费者，同时提升广告活动的认知度和好感度，并具有持续影响力；本文选择了桑塔纳汽车品牌和联想thinkpad edge系列电脑品牌的创新话题广告活动进行重点解析，分析各自活动成功的突出因素。社交网络创新的话题广告互动传播，广告传播者要注意角色转换让自己成为一个易于接近的，有趣味和创意的社交网站用户，能够让其他用户与你进行交流，让社交网站中那些目标消费者，参与到互动活动中，在轻松的参与过程中了解品牌，对品牌产生好感。突破传统的广告宣传活动的强制性和被信息接受者的排斥。
[Abstract]:The social network has grown rapidly over the past few years to become a mass media with wide influence, and the information of social networks has spread to the living clothes. Social networking is a platform for various social information dissemination, including the dissemination of advertising information, which is an important position for the dissemination of advertising information and advertising activities in the future. The new media platform has the characteristics of different past, and has brought the challenge to the advertising information transmission, and also brought the opportunity of innovation. It has the topic of the topic, can stimulate the Internet users to participate in the enthusiasm of the topic advertisement dissemination activity, has the development potential. This paper will study this new advertising mode through the analysis of the social network environment and the analysis of the communication case of the innovative topic. This paper first analyzes the characteristics of social network environment, the communication of the topics in the social network and the communication of the subject advertisement, and lays the way for the following innovative topic advertisement research. The innovative topic advertisement in the social network has a novel topic design. In combination with the characteristics of the aging factor of the network environment, and the innovative topic advertisement activity mostly pays attention to the design and the innovation of the advertisement participation activity, and the participation interaction of the social network user, the brand concept is spread in a recessive manner in the course of the activity, the brand awareness and the good sensitivity are improved, The case analysis of this paper comes from the social networking site with the interest community as the gathering characteristic, the bean-valve net and the bean-valve net as the main online living community, which is beneficial to the interest topic production, and is an innovative topic advertisement activity in the bean-valve net. It is necessary to pay attention to the analysis of the characteristics of the user, make the topic and the interactive activity with the participation possibility, train the community users into the potential consumers of the brand, and also promote the recognition and the good sensitivity of the advertising activities, and have the lasting influence; In this paper, the innovation of the brand of Santana automobile and the Lenovo Thinkpad edge series of computer brands is selected, and the outstanding factors of the success of their activities are analyzed. The topic of social networking innovation is the interactive spread of the advertisement, the advertisement disseminator should pay attention to the role conversion to make it an easy-to-close, interesting and creative social networking site user, can make other users communicate with you, let the target consumers in the social networking site, Take part in the interactive activity, learn the brand in the process of easy participation, and have a good feeling on the brand. Break through the traditional advertising campaign and the rejection of the information recipient.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G206;F713.8
本文编号：2439589
[Abstract]:The social network has grown rapidly over the past few years to become a mass media with wide influence, and the information of social networks has spread to the living clothes. Social networking is a platform for various social information dissemination, including the dissemination of advertising information, which is an important position for the dissemination of advertising information and advertising activities in the future. The new media platform has the characteristics of different past, and has brought the challenge to the advertising information transmission, and also brought the opportunity of innovation. It has the topic of the topic, can stimulate the Internet users to participate in the enthusiasm of the topic advertisement dissemination activity, has the development potential. This paper will study this new advertising mode through the analysis of the social network environment and the analysis of the communication case of the innovative topic. This paper first analyzes the characteristics of social network environment, the communication of the topics in the social network and the communication of the subject advertisement, and lays the way for the following innovative topic advertisement research. The innovative topic advertisement in the social network has a novel topic design. In combination with the characteristics of the aging factor of the network environment, and the innovative topic advertisement activity mostly pays attention to the design and the innovation of the advertisement participation activity, and the participation interaction of the social network user, the brand concept is spread in a recessive manner in the course of the activity, the brand awareness and the good sensitivity are improved, The case analysis of this paper comes from the social networking site with the interest community as the gathering characteristic, the bean-valve net and the bean-valve net as the main online living community, which is beneficial to the interest topic production, and is an innovative topic advertisement activity in the bean-valve net. It is necessary to pay attention to the analysis of the characteristics of the user, make the topic and the interactive activity with the participation possibility, train the community users into the potential consumers of the brand, and also promote the recognition and the good sensitivity of the advertising activities, and have the lasting influence; In this paper, the innovation of the brand of Santana automobile and the Lenovo Thinkpad edge series of computer brands is selected, and the outstanding factors of the success of their activities are analyzed. The topic of social networking innovation is the interactive spread of the advertisement, the advertisement disseminator should pay attention to the role conversion to make it an easy-to-close, interesting and creative social networking site user, can make other users communicate with you, let the target consumers in the social networking site, Take part in the interactive activity, learn the brand in the process of easy participation, and have a good feeling on the brand. Break through the traditional advertising campaign and the rejection of the information recipient.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G206;F713.8
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