浅析微信广告的创新—以迪奥七夕营销案例为例.docVIP

PAGE PAGE I 浅析微信广告的创新——以迪奥七夕营销案例为例 摘 要:本文以微信广告的发展创新为例，通过迪奥七夕广告策略发展，基于当下微信广告营销的现状，从微信广告形式，内容的各个方面出发，对于微信广告的宣传策略做了深入研究，以期进一步促进微信广告创新的发展。 关键词：微信营销；广告创新；迪奥；产品； Analysis on the innovation of we chat advertising -- Taking the marketing case of the Seventh Festival of Dior as an example Abstract: in the era of artificial intelligence, the innovation of we chat advertising makes the development and innovation of advertising present a diversified trend. On the one hand, the innovation of we chat advertising increases the depth and breadth of the advertising resources the audience obtains, and promotes the audiences deep understanding of the products advertised. On the other hand, the real-time situation of wechat advertising makes the current advertising audience only pursue the shallow sensory experience and ignore the deep thinking, which also makes the current we chat advertising innovation present a new development crisis. This paper takes the development and innovation of we chat advertising as an example, through the development of advertising strategy of Chinese Valentines day of Dior. Based on the current situation of we chat advertising marketing, from all aspects of the form and content of we chat advertising, this paper makes in-depth thinking on the publicity strategy of we chat advertising, in order to further promote the development of we chat advertising innovation. Keywords: we chat marketing; advertising innovation; Dior; products PAGE PAGE 7 1 引言（前言） 传播学先驱麦克卢汉说：“媒介即是讯息，各个时代下最重要的信息并不是某一个具体的信息本身，而是媒介所带来的信息维度和可能引发的信息变革”。 人工智能时代，信息的收集和处理从IT时代进入了DT时代，这使得大数据，海量广告在不断发展的过程中影响着每个受众的发展情境，并在自身的遮蔽中形成一种基于政治立场和经济话语的文化遮蔽，在这样的过程中，我们更需要通过深入鉴别的方式，以微信广告的发展为例，破除媒介对于当下信息的遮蔽，减少扁平化，碎片化信息的摄入，促进微信广告营销的进一步发展。 然而在人工智能时代，扁平化媒介引起受众观念上对于新兴媒介的思考，海量信息不加甄别引起微信广告服务的傻瓜式撒网却不能取得很好的效果，给当下的微信广告发展状况提出了难题。本文试以当下的迪奥在微信上的广告营销为例，分析微信广告中的创新路径，通过案例分析当下微信广告在新兴时代下的发展之道，并提出促进微信广告进一步发展的策略。 1.1 网络广告的定义和分类 通过互联网的手段，将传统媒体情境下的广告加互联网，促进广告形式的进一步创新，并让传统广告在空间和时间上进一步扩展。这样通过互联网的媒介和广告的属性向受众双向宣传商品即是网络广告