网络游戏的植入式广告策略.docVIP

网络游戏的植入式广告策略 指导老师：尹亚辉 作 者：郑志锋 目 录 中文摘要………………………………………………………………………..（I）………………………………………………………………………..（I）………………………………………………………………………..……（11网络游戏植入式广告的概念及现状………………………………….………( 1) 1.1网络游戏植入式广告的概念…………….……………………………… …(1) 1.2网络游戏植入式广告的现状………………………………………….…….(1) 2网络游戏植入式广告的形式…………………………………………….……(2) 2.1网络游戏植入式广告的初始形式…………………………………….….…(2) 2.2网络游戏植入式广告的新形式……… ………… … ……………..……….(3) 3网络游戏植入式广告的优劣势分析及其对策…………………..…………….(4) 3.1网络游戏植入式广告的优势…………………………………….………..…(4) 3.2网络游戏植入式广告的劣势…………………………………….………..…(5) 3.3网络游戏植入式广告的对策…………………………………….………..…(5) 4网络游戏植入式广告策略及其制定… …… ………… ……………..……....(4) 4.1网络游戏植入式广告的策略………… ……………………….……..…….(6) 4.2网络游戏植入式广告的策略的制定………………………… ….…..……..(7) 6总结…………………………………………………………………………..（）………………………………………………………………………….…（）…………………………………………………… ……………...（）ABSTRACT In todays rapidly changing advertising industry, forms of advertising have emerged of a growing number of new changes, the delivery of advertising and publishing has not only restrictions on the traditional media, now has more ads main carrier in the ad before. How to choose the most appropriate advertising media advertising has become the main one of the important choices. Network in the modern game played in the lives of more and more important role in the game people have not only a form of entertainment, but also become a major target of advertisers favor. Internet-based advertising into the game advertising industry into a new form and new trends, its implantation advertising strategy has become online game operators and advertisers to consider the subject. This paper into the game on the network-based advertising strategy starting from the online games and the status of the target audience, advertising network into the game in the form of embedded advertising strategies and the development of online games into advertising the advantages and disadvantages of the corresponding The solution is to explore, and other areas. Key words: Implantable ads; Online games; Ad Strategy; Advantages and Disadvantages 网络游戏的植入式