毕业论文 分众传媒楼宇视频和触动传媒广告价值比较研究.doc

诚 信 声 明 我声明，所呈交的毕业论文是本人在老师指导下进行的研究工作及取得的研究成果。据我查证，除了文中特别加以标注和致谢的地方外，论文中不包含其他人已经发表或撰写过的研究成果，也不包含为获得其他教育机构的学位或证书而使用过的材料。我承诺，论文中的所有内容均真实、可信。 毕业论文作者签名： 签名日期： 年 月 日 分众传媒楼宇视频和触动传媒广告价值比较研究 [摘 要] 当大众传播时代向“窄众”趋势发展，如何使得信息更有效的传达至目标受众成为各类新媒体探索的目标。在户外新媒体领域里，分众传媒楼宇视频和触动传媒同将目光聚焦在城市中高收入工作人群中，采取了不同的渠道和内容模式希望吸引受众注意。论文从二者共同的受众细分出发，对媒体的终端环境、传播模式进行了描述比较，并通过受众问卷调查和投放品牌分析来探索二者的广告价值及发展潜力。研究发现，分众楼宇视频以其对渠道的精确把握占据优势，在目标受众群中传播效果相对较好，并由此获得了众多品牌的广告投放；而触动传媒独特的创新传播形式并未获得其预期的互动效果，与分众楼宇视频相较处于劣势，由此得出，目前针对城市中高收入白领人群进行传播，分众楼宇视频具备较高的广告价值。然而综合来看，不论是分众还是触动，这类以广告为内容的媒体形态在未来发展道路上都面临挑战，需要时刻反思和不断创新。 [关键词] 新媒体；户外广告；楼宇视频；分众传媒；触动传媒  Advertising value comparison between Focus Media and Touch Media [Abstract] When the era of mass media gradually changes to narrow media, how to make information more effectively disseminated to the target audience become the exploration of all new media. Among the outdoor new media, Focus Media commercial location network and Touch Media both want to get in touch with high-income group in the city, but they use different channel and content model. Paper starts from the same segmentation of the two, making thorough comparison of their media environment and communicating mode, also use audience survey and advertising brand analysis to explore their advertising value and developing potential. Study found that Focus Media commercial location video has better communication effect due to its accurate place targeting. While Touch Media hasn’t realized the expected results though it has innovative interaction. Comparatively?speaking, Focus Media commercial location video has higher advertising value in high-income working group. But what should be remind is: New media like Focus Media and Touch Media which live without content may face challenge in the future, so they need constant reflection and innovation to keep audience’s eyesight. [Keywords] New media; Outdoor advertisement; Commercial location video; Focus media; Touch media 目 录 TOC \o 1-3 \h \