移动媒体时代的广告传播策略研究——以微博为例.docVIP

PAGE PAGE 21 移动媒体时代的广告传播策略研究——以微博为例 摘要：在移动媒体时代，人们可以通过各种移动媒介获得讯息，尤其是在互联网中，通过手机端口我们可以实现与世界各个角落的信息交流，新型传播方式应运而生。依赖媒介而生的广告迫切需要适应新的传播方式，传统广告公司也面临转型与重建。掌握新型传播媒介的特性并制定针对而有效的策略是作为一名广告从业人员的基本要求，本文将以日趋普遍的微博这一传播媒介为例，从广告学及传播学角度展开讨论，从微博自身属性及影响力出发，总结微博广告的定义，比较微博广告语传统广告的区别。通过对现有的微博广告形态进行了归类，本文从四个角度总结出微博广告投放策略，包括产品、媒介、广告表现及受众策略。由于目前微博广告体系尚不完善，如何规避微博广告投放过程中的常见问题值得我们思考，本文将把影响微博广告传播效果的问题罗列整理，提出可供参考的解决策略。 关键词：移动媒体；广告；传播策略；微博广告 Research on Advertisement Communication Strategy in the Time of Mobile Media - Taking Weibo for Example Abstract: In the mobile media era, we can get information from a variety of mobile media, especially from the Internet, where we can exchange information with people from all over the world by our mobile phone, so new communication ways develop as required. As a result, advertising relying on the media needs to adapt to these new ways, and those traditional advertising agents are facing transformation and reconstruction. Today, the basic requirements for an advertising practitioner are mastering the characteristics of the new media and developing targeted and effective strategies. This paper is based on the increasingly popular communication media Weibo from the perspective of advertising and communication. Considering the attributes and influences of Weibo, this paper sum up the definition of Weibo advertising and find differences between Weibo advertising and traditional advertising. This paper concludes the classification of the existing Weibo advertising form, and draws the conclusions from four perspectives: products, media, advertising performance and audience strategies. As the current Weibo advertising system is imperfect, how to avoid the common problems is worthy of our thinking. This paper will list some spreading problems and put forward solutions for reference. Keywords: Mobile media；Advertising; Communication Strategy; Microblogging advertising 一、移动媒体时代的重要角色——微博 （一）微博的发展历程 1．Twitter的出现与发展近况 当Evan·Williams与合作伙伴Jack Dorsey认识到人们的生活节奏正在变得越来越快，越来越少