网络广告的创新策略研究
发布时间：2019-03-19 11:16
【摘要】： 随着宽带网络时代的到来，网络广告迎来更大的发展机遇，开始更全面、深入地影响世界营销变革的新里程。作为企业实施现代营销战略的重要手段，网络广告必须坚持全面创新才能生存发展。 本文先从网络广告的概念入手，，对传统广告和网络广告的沟通模式进行了对比；然后在现代创新理论的指导下，紧扣网络广告的媒体特征，结合经济学、人文社会学、心理学、传播学、美学等学科的相关知识点，通过实例分析，提出了创新的广告理念，并重点阐述了当前网络广告策划创新、设计创新、技术创新的具体方法；最后有针对性地提出完善当前网络广告设计的发展对策，从而试图以创新的思维来探寻信息时代网络广告的拓展空间，以推动网络广告事业的健康、高速发展。
[Abstract]:With the arrival of broadband network era, network advertising ushered in a greater opportunity for development, began to more comprehensive, in-depth impact on the new mileage of world marketing change. As an important means for enterprises to implement modern marketing strategy, network advertising must adhere to all-round innovation in order to survive and develop. This article starts with the concept of network advertisement, and compares the communication mode between traditional advertisement and network advertisement. Then under the guidance of the modern innovation theory, this paper puts forward the innovative advertising idea by analyzing the media characteristics of the network advertisement, combining the relevant knowledge points of economics, humanities sociology, psychology, communication science, aesthetics and so on, and through the analysis of the examples, this paper puts forward the creative advertising idea. And elaborated the current network advertisement plan innovation, the design innovation, the technical innovation concrete method emphatically; Finally, the author puts forward the countermeasures to perfect the current network advertisement design, and tries to explore the expanding space of the network advertisement in the information age with the innovative thinking, in order to promote the healthy and high-speed development of the network advertisement cause.
【学位授予单位】：南京艺术学院
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：J524.3
本文编号：2443469
[Abstract]:With the arrival of broadband network era, network advertising ushered in a greater opportunity for development, began to more comprehensive, in-depth impact on the new mileage of world marketing change. As an important means for enterprises to implement modern marketing strategy, network advertising must adhere to all-round innovation in order to survive and develop. This article starts with the concept of network advertisement, and compares the communication mode between traditional advertisement and network advertisement. Then under the guidance of the modern innovation theory, this paper puts forward the innovative advertising idea by analyzing the media characteristics of the network advertisement, combining the relevant knowledge points of economics, humanities sociology, psychology, communication science, aesthetics and so on, and through the analysis of the examples, this paper puts forward the creative advertising idea. And elaborated the current network advertisement plan innovation, the design innovation, the technical innovation concrete method emphatically; Finally, the author puts forward the countermeasures to perfect the current network advertisement design, and tries to explore the expanding space of the network advertisement in the information age with the innovative thinking, in order to promote the healthy and high-speed development of the network advertisement cause.
【学位授予单位】：南京艺术学院
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：J524.3
【引证文献】
相关硕士学位论文 前2条
1 郭泽德;中国网络广告发展历程研究[D];兰州大学;2009年
2 赵静静;我国微博的广告价值分析[D];河北大学;2011年
本文编号：2443469
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