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Digital technology drives the evolution of advertising

2019-11-26 来源: 51Due教员组 类别: 更多范文

下面为大家整理一篇优秀的assignment代写范文- Digital technology drives the evolution of advertising,供大家参考学习,这篇论文讨论了数字技术驱动下广告演进。随着数字时代的来临,数字技术的发展越来越迅速,而数字技术的不断发展势必对广告活动的各个方面都产生巨大的影响与改变,在数字技术的支持下,广告的整合传播使得广告传播效果大大优于传统的广告投放。在数字时代,小范围的精准投放将成为未来广告的发展趋势,因此,广告传播要更加重视消费者的信息需求、参与和反馈信息。

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Today, with the rapid development of information technology, digital technology is also in continuous development and progress, and touches every field of life, affecting people's work. Of course, digital technology has advantages and disadvantages, bringing convenience to people's work and life, but also has a huge impact on advertising. It can be said that all aspects of advertising are affected by digital technology to varying degrees.

In today's Internet era, all aspects of advertising are inseparable from the support of digital technology, from the preliminary investigation of consumer behavior, to the investigation of the market, to the planning and initial implementation of advertising programs, and finally accurate delivery. It can be said that all aspects of the advertising industry have become faster, more efficient and more accurate due to the advent of digital technology.

The evolution of communication technology in human society started from printing technology, then developed to electronic technology, and then changed to digital technology. At present, the biggest impact on the development of advertising is digital technology, digital technology first impact is the form of advertising. Advertising forms can be divided into two categories: one is advertising media form, and the other is advertising communication form.

Throughout the history of advertising development, the form of advertising media has always changed with the emergence of technological revolution. For example, in the history of the development of advertising in China, at the earliest, the form of advertising was relatively simple, mainly oral communication, which generally means oral hawking and display of physical objects, etc. With the invention of ancient Chinese characters, the media forms of advertising also became rich, such as hanging signs, hanging wine flags and other primitive forms. Later, the emergence of printing media benefited from the invention of printing in ancient China. The advertisement "jinan liujia kung fu pin shop" in the northern song dynasty was a typical representative of printing media. In modern times, machine printing was introduced into China and a new form of advertising media appeared: newspaper advertising. By the 1920s, advertising media such as radio appeared. After the reform and opening up, the most influential advertising media is television. Until today, the form of advertising media is still emerging in endlessly, from mobile phones to the network, has become a new carrier of advertising. Thus, every change in communication technology can bring about changes in the form of advertising media. On the one hand, under the influence of digital technology, the forms of advertising media tend to be more diversified, including genetic type, symbiotic type and derivative type. Genetic advertising media form refers to the preservation of traditional forms of advertising, supplemented by digital technology, including representative such as television advertising, radio advertising, etc. Symbiotic advertising media form refers to the joint existence of traditional advertising and new advertising, such as newspaper online version; Derivative advertising media forms refer to the new forms of advertising media derived after the emergence of new media, such as pop-up ads, search engine ads, etc. On the other hand, under the background of digital technology, the forms of advertising media are increasingly fragmented. With the rapid development of Internet technology, the positions of communicators and receivers are no longer fixed. They can be transformed into each other and communication is more interactive. Under the network media, such as wikipedia dictionary, blogs, podcasts, BBS and other popular new forms of media by netizens.

One is from one-way to two-way transmission. The traditional form of advertising communication is that the disseminator sends out advertising information, while the public only passively receives the information. In the age of digital technology, information is no longer scarce, and the position of buyers and sellers has changed. The seller provides information, and the audience only pulls the information they want from the huge amount of information. Second, mass communication becomes mass communication. With the development of marketing concept, the definition of audience has developed from the traditional large number, wide distribution and concealment to the present more and more subdivided. In new media environment, audience's personal computers, mobile phones to get information and to communicate information, spread to the direction of interpersonal communication, in the traditional sense of the audience began to split into more specific, demand different 'niche', with the spread of mass communication have become a focus, advertising communication effect is strengthened. Third, from single transmission to integrated transmission. With the appearance and development of digital technology, customer database is produced, and integrated communication is developed on the basis of customer database. The emergence of digital technology promotes the integration of online and offline advertising, the echo of traditional media and new media, and the integration of other marketing means of advertising, so as to jointly form the advertising communication effect.

In traditional advertising, if advertisers or advertising companies want to know the market demand and consumer trends, they must pass social research, which is often one-sided and leads to errors in the research results. With the introduction of the concept of "precision marketing" in the marketing field, "precision" has become more and more important for advertisers to pay attention to in their advertising marketing activities. Compared with traditional advertising, advertising precision marketing can not only accurately convey advertising product information to the audience, but also greatly reduce advertising costs.

In the traditional sense of the network advertisement make the advertisers and potential consumer information can not be accurately convey, and different search engines, compared to other ads, search engine advertising on search engine technology, especially the development of big data, make advertisement on the basis of analyzing the customer database, advertising information accurate matching to each user. Once a user searches through a computer, he or she leaves a trail of browsing on a database to form his or her own AD. For example, the video displayed by users of douyin short video is not the same. Generally, users like to see through the users, and the platform will try to push some short video that is in line with users' interests according to their personal preferences, with additional advertisements. In response to this potential user demand, the search engine will be targeted to its advertising, which naturally produces better results than the target audience and non-target audience mixed together. After the user has used the search engine, the browsing trace left becomes the basic database for advertisers to judge the needs of the target audience.

The development of digital technology is more and more rapid, and the continuous development of digital technology is bound to have a huge impact and change on all aspects of advertising activities, under the support of digital technology, the integrated spread of advertising advertising effect is much better than the traditional advertising. In the digital age, accurate delivery in a small range will become the development trend of future advertising. Therefore, advertising communication should pay more attention to consumers' information needs, participation and feedback.

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