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Internet advertising marketing new thinking

2019-09-10 来源: 51Due教员组 类别: Paper范文

下面为大家整理一篇优秀的paper代写范文- Internet advertising marketing new thinking,供大家参考学习,这篇论文讨论了互联网广告营销新思维。新媒体技术的变革丰富了广告的创意表现形式和媒介传播渠道,推动广告业的创新型发展。强大的技术支持需要新颖的广告创意与之相匹配。消费者对品牌内涵的关注度与日俱增,对品牌传递的消费价值的需求与互联网广告追求扩大“销量”之间的矛盾不断凸显,受众对创意性的广告内容的渴望与互联网广告生产逐利性之间的不对称。互联网广告生态圈的长远可持续发展需要品牌方、广告经营者、广告管理者、消费者之间的有效沟通,建立基于情感交流、树立品牌信仰的互联网广告沟通体系,推动互联网广告的良性健康发展。

Internet advertising marketing,互联网广告营销新思维,essay代写,paper代写,作业代写

The innovation of new media technology has brought new opportunities to the development of advertising industry. On the other hand, there are more and more media platforms to carry advertisements, and the channels of advertising communication form a pattern of coexistence of traditional media and new media resources. Internet advertising, with its rich forms, rapid dissemination, accurate delivery, timely feedback and other advantages, is favored by brand owners and advertising operators, and is an important part of modern advertising. The form of social advertising has experienced the era of promotion based on product promotion, the construction of brand image theory under the phenomenon of product homogeneity, the era of integrated marketing communication under the game of interests of enterprises, advertising companies, media and other three parties, and the era of experiential marketing mainly oriented by satisfying consumer needs.

The development of new media technology enriches the media channels of advertising communication and enhances the two-way interaction between audience and brand. The one-way communication chain in the traditional advertising production era cannot fully meet the marketing needs of brand communication and audience communication under the background of new media technology development. Interactive communication has gradually become the mainstream development direction. Audiences are exposed to the communication environment of new media and receive advertising content beyond the limitation of time and space. The distraction brought by information overload poses challenges for advertising operators to realize effective communication.

Internet advertising has penetrated into the lives of the public, and new media technology has launched a "content war" to compete for users' resources and attract their attention for all kinds of media fields guaranteed by it.

With the improvement of social living standard and the development of new media technology, the public is disgusted and questioning the "omnipresent" Internet advertising. Internet advertising is also constantly exploring new development modes to find the best integration point with the audience. The native advertisement and information flow advertisement, which are highly integrated with the scene, are the Internet advertisement which constantly innovates the advertisement content in order to promote the harmonious relationship between advertisement and audience. Advertising operators are faced with the challenge of how to realize effective communication because of advertisers' rational payment of advertising budget and their emphasis on the "quality" and "quantity" of communication effect.

People are a group species. Social software based on new media technology comes into the daily life of the public. Under the demand of maintaining social capital, product placement in friends circle and advertorials of "we media" forwarded by friends circle influence the audience through "social communication" and "relationship communication". Social media has become a new channel for advertising operators and brands. Douyin APP, kuaishou and other software enter the social field, which reflects from the side that social media is an important front for the in-depth development of Internet advertising.

The development of communication technology and rich media resources encourage the audience to actively participate in the link of brand communication. In the face of massive media resources, the audience's attention is scattered on various platforms. Accurate and effective communication of brand has become an important point of marketing. Brands should enhance their communication skills with consumers, carry out in-depth psychological communication with consumers, and integrate brand image into the communication content that the audience is willing to accept. Only by starting from the psychological needs of the audience can the content be launched accurately.

In the web2.0 marketing era, marketing is all about connecting the audience's concerns with the product. Make full use of network media information aggregation, users to share, the characteristics of the community, open platform, network to achieve the interaction between different users and different information, so should make full use of and grasp the characteristics of medium carrier tracking target consumption group content of concern, as a starting point, a targeted marketing communication activities. Enterprise marketing in the selection of marketing carriers and methods must be based on the characteristics of enterprise products firmly grasp the demand point of the brand, accurate release to the target consumer groups, to create a brand image and communication effect of the network marketing activities.

On the one hand, Internet advertisements spread by social media are favored by advertisers and brand owners due to their rapid spread; on the other hand, information distortion will lead to brand fraud becoming "public knowledge", thus making "notorious". Advertising campaign operators must uphold the principle of seeking truth from facts. In the social media revolution, real and effective information content and word-of-mouth communication are spread, brand faith is built, and consumer loyalty is cultivated.

With the emergence of web2.0 marketing era, the spread of brand "popularity" and "reputation" under the support of reputation appears obvious split. Enterprises still mainly rely on traditional media, such as TV, newspaper and magazine advertisements, to build brand image and "popularity". And for the enterprise brand "reputation", relying on traditional media for transmission will be gradually eliminated by the market. The reason why the reputation of a brand should rely on the power of the Internet is that the reputation created by advertisements in the past has been changed into the reputation created by users now. With the characteristics of unlimited interaction of the Internet, the power of public opinion is infinitely amplified.

With the continuous update of new media technology, the speed of information circulation is accelerated. The life cycle of Internet advertising is affected by marketing activities, communication effects, product production and other factors. The precision of media differentiation makes user resources dispersed by different media. Creativity is the soul of an advertisement. In the "creative war" for the attention resources of the audience, whether the Internet advertising creativity can attract people's visual and auditory attention and actively accept the information of brand communication, thus affecting the consumer behavior and tendency of the audience, is related to the measurement of the actual communication effect of Internet advertising.

The dispersion of Internet advertising layout integrates the path of product communication and aggregates the scattered channels according to the purpose of advertising operators to form a channel. It is not limited to the product communication with the aim of "advertising widely", but to gather users and form the brand communication led by loyal consumers. Once the Internet advertisement is released, the change speed is fast and even transient. Advertising communication characterized by promoting short memory is difficult to establish a long-term brand memory. Even if the audience is the audience or listener of the advertisement, it is only as "entertainment information", which flashes away in the audience's impression. The technical support and platform support provided by new media technology promote the transformation of advertising communication to brand communication. At the same time, different media platforms spread the information of products in large areas, so that the attention of audiences is constantly focused, and the execution and persistence of the operational level and memory level of integrated marketing communication are improved.

The innovation of new media technology has enriched the creative expression forms and media communication channels of advertising and promoted the innovative development of advertising industry. Strong technical support needs to be matched by innovative advertising ideas. Consumers pay more and more attention to the connotation of the brand, the contradiction between the demand for the consumption value delivered by the brand and the pursuit of Internet advertising to expand "sales volume" is increasingly prominent, and the asymmetry between the audience's desire for creative advertising content and the profit-driven production of Internet advertising. The long-term sustainable development of the Internet advertising ecosystem requires effective communication among brand owners, advertising operators, advertising managers and consumers, to establish an Internet advertising communication system based on emotional communication and brand belief, and to promote the healthy development of Internet advertising.

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