广告学毕业论文-以微信为广告传播途径的研究.docVIP

浙江传媒学院本科毕业论文 以微信为广告传播途径的研究 毕业论文 ( 2015届 ) 论文题目 以微信为广告传播途径的研究 Analysing The Advertising Broadcasting Of Wechat 学 生 姓 名： 学 号： 二级学院名称： 专 业： 广告学 指 导 教 师： 职 称： 以微信为广告传播途径的研究 摘要：现如今新媒体、新技术的日新月异, 促进了广告产业的突飞猛进, 使得广告主对新媒体的投放持续升温, 逐渐将投放于传统媒体广告的部分费用转移至新兴媒体。这一发展趋势，体现了新媒体广告的迅速崛起与规模成长正深刻的改变着广告传播的方式与效果。而在这样一个以新媒体为主的广告产业中，微信这一新媒体广告传播方式，其及时性、个性化、精准化等优势，能让广告传播更为有效，开拓了更广的宣传平台。但同样也不可忘记，新媒体的“新”所带来的潜在的不稳定因素。 本文借鉴了传播和新媒体方面的最新调查和研究成果，在广告传播的基础上，以哈根达斯品牌的微信广告传播为实例，对其在新媒体广告传播途径上进行研究，剖析其在微信上的广告传播和营销的途径，总结了微信的新媒体广告传播的特点及其存在的问题，并对微信如何进行新媒体广告传播进行初探。 关键词：微信；新媒体；广告传播 ANALYZING ADVERTISING BROADCASTING OF WECHAT Abstract：Nowadays,?new media and new technology?are changing rapidly,? promoting advertising industry?make a spurt of progress,?these advertisers?would like to display advertisement on ?new media. Gradually, they transfer the part of cost of?the traditional media?advertisement to the new media.?This developing trend reflects that the emerged new?media advertisement and?the scale growth?are?changing?the?spread way and the effect of?advertising communication.?In such?a?new?media based?advertising industry,?Wechat which stands for the new?media?advertisement spread way, is timeliness, personalized,?precision and the other advantages,?can make?advertising?more effective,?open up?wider?publicity?platform.?But?also?can not?forget that the new media of the new brought about by the?potential factors of instability. This dissertation draws on?the latest?survey propagation, many research of the new media as well as the advertising communication,?Wechat account of Haagen Dazs?brand as an?example,?I do many?researches of the new?media advertisement, and even analyze?some approaches?in?Wechat of?advertising