手机APP广告的精准化传播研究毕业论文.doc

PAGE 22 精品资料 精品资料 毕业论文 论文题目： 手机APP广告的精准化传播研究 A Study of the Precision Communication of Mobile Applications Built-in Advertisement 声明 我谨在此郑重声明：本人所写的毕业论文《手机APP广告的精准化传播研究》均系本人独立完成，没有抄袭行为，凡涉及其他作者的观点和材料，均作了注释，若有不实，后果由本人承担。 承诺人（签名）： 年 月 日 浙江传媒学院本科毕业论文 手机APP广告的精准化传播研究 手机APP广告的精准化传播研究 摘要：手机APP广告能够被内置在成千上万数量的手机APP应用程序中，并根据人群（用户使用行为数据库）、APP应用程序内容类型、手机品牌机型、操作系统平台、手机价位、地域、投放时间、电信运营商等多重定向维度，将目标受众可能感兴趣的广告或者与目标受众感兴趣的APP应用程序内容匹配度高的广告推送到用户的手机屏幕面前，实现对手机用户受众的精准化广告传播。以国内多个在实际市场运营中表现卓越的优秀手机APP广告平台为目标案例，本文试图较为深刻地探讨分析品牌广告或效果营销广告被内置在手机APP应用程序这一新兴广告平台上的传播精准性，并以此来帮助和劝导企业广告主开阔广告投放媒介的选择思路，使得投放出的广告在最小化成本的前提上实现最大化的传播到达效果。 关键词：手机APP；广告；精准化；传播 A Study of the Precision Communication of Mobile Applications Built-in Advertisement Abstract：Advertisements can be built in tens of thousands of number of mobile APP.And according to some directional dimensions like the crowd (the database of users behaviors),the type of APP content,the brand and model of mobile phone,the platform of operating system,the price,the district,the time and the HYPERLINK app:ds:telecomtelecom HYPERLINK app:ds:operatorsoperators,and so on,it can deliver advertisements,which target audience might be interested in or extremely match the APP content that target audience interested in,onto the screen of users mobile phones.Last,all of these is done for realizing the precision communication of advertising with target audience.With target cases that many good domestic advertising platform of mobile APP in the actual market,this paper tries to deeply analyze the precision communication of the brand advertising or the marketing effect advertising that is built-in mobile APP.And it is for helping and advising enterprise advertisers to open the thought of choices of the advertising media,to achieve the maximum effect of advertising in the premise of minimum costs. Key words：mobile APP；advertisements；precision；communication