Essay代写：Advertising communication in the new media era－r51due

下面为大家整理一篇优秀的essay代写范文- Advertising communication in the new media era，供大家参考学习，这篇论文讨论了新媒体时代的广告传播。新媒体时代下，人们对个性的追求日益强烈，同时受个体年龄、职业、兴趣爱好等的影响，对广告的需求也呈现出个性化和阶层化的特点。因此，当前的新媒体广告应针对广大受众进行准确定位，在对受众进行细分的基础上，使新媒体广告传播满足不同受众的需求。同时广告传播需要以受众需求为导向，准确定位受众群体，制定相应的广告传播策略，在提高传播效果的同时，进一步节省传播成本。

The rapid development of new media technology constantly promotes the integration and development of traditional media advertising in the direction of digitalization, thus meeting the increasingly complex and diversified psychological needs of advertising audiences. With the help of new media, advertising has new communication advantages, that is, more diversified communication channels, more popular ways of participation, and more accurate media positioning. Therefore, only by making full use of the advantages of new media advertising communication and innovating advertising communication strategies can we promote the prosperity and development of advertising industry.

Compared with traditional media, new media is highly trusted and favored by the public due to its strong interactivity and participation. New media advertising is the collection of different advertising forms relying on new media, such as microblog advertising, WeChat advertising, network advertising and so on. With the help of new media advertising communication, has become an important way of advertising communication, with traditional media advertising incomparable unique advantages.

Compared with traditional media advertisements, new media advertisements have more abundant and diversified carriers of advertising information. Pictures, video, audio and text can all become effective carriers of new media advertisements. With the strong interactivity and broadcasting of new media, the advertising audience changes from passively receiving information to actively participating in information interaction. Meanwhile, according to different advertising content and different forms of information, it can be spread through weibo, WeChat, webpage links and other forms.

In the era of traditional media, people are faced with relatively single forms of media, and the content transmitted by media information tends to be homogenized, so the audience can only passively receive information. In the current new media era, people can freely choose or decide whether to receive information, as well as the content and form of information. People are more willing to spread the advertising information they trust through Internet carriers, and the audience has more opportunities to participate in and interact with each other. Every audience may become a potential disseminator of advertising information.

Digitalization is a prominent feature of new media. In the current new media era, through the analysis of big data technology, the target customers can be precisely positioned to achieve the precision of advertising and communication. At the same time, advertising investment can be reduced to achieve the best communication effect. New media advertising is becoming more and more popular among advertisers and audiences due to its features of accurate communication, high cost performance, strong interaction and participation. Advertisers collect user data, mine high-quality customer resources, and conduct accurate positioning of the market from a forward-looking perspective, so as to obtain favorable data support in the market competition. In addition, the audience can also use new media to search and filter the product information they need, so as to obtain satisfactory products and services.

Under the new media era, people's pursuit of individuality is increasingly intense. Meanwhile, influenced by individual age, occupation, interests and hobbies, the demand for advertising also presents the characteristics of individuation and stratification. Therefore, the current new media advertising should be targeted at the broad audience for accurate positioning, on the basis of subdivision of the audience, so that new media advertising communication to meet the needs of different audiences. At the same time, advertising communication needs to be oriented to the needs of the audience, understand their consumption demand, expected price, psychological characteristics, etc., give full play to the advantages of new media interactive and customized communication, accurately locate the audience group, formulate corresponding advertising communication strategies, improve the communication effect, and further save the communication cost. If the enterprise chooses to advertise in the bus or waiting room and other densely populated places, it will be more targeted, fit the psychological needs of ordinary consumers, and receive better communication effect. Therefore, new media advertising communication should be built on the basis of in-depth analysis of audience groups and their psychological needs, so as to maximize the advertising communication effect.

Advertising communication is an important means for businesses to publicize and expand the popularity of their products. In today's society, there are many kinds of advertisements everywhere, and the audience is not willing to pay attention to the advertisements with similar features. In order to attract the attention of the audience, we cannot only rely on the visual display and straightforward explanation. How to maximize the scope and influence of advertising communication is an important issue for us to consider. Innovation of communication form and improvement of advertising connotation are effective ways to improve advertising communication effect, which can bring a fresh and fresh feeling to the audience, improve the artistic effect of advertising, avoid straightforward description of product advantages, and more easily arouse the emotional resonance of the audience, thus improving the communication efficiency.

Audiences of different ages have different media dependence, so the audience scope of different media is also different. The Internet and mobile Internet are the main front of the mass communication for teenagers, while digital TV is the main media of advertising communication for middle-aged and elderly groups. If you want to expand the reach of advertising, you must integrate different media. Moreover, the scarcity of advertising resources is a practical problem facing many advertising media at present. It is difficult to obtain better communication effects by simply relying on a certain media for advertising communication, so it is difficult to attract more advertising resources. In the face of this situation, only to strengthen the integration of media, so that the information resources between different media to get the maximum optimal allocation, while saving the cost of advertising production, but also can enhance the efficiency of advertising information, save the cost of communication. In the process of media integration, we should not only consider the integration of different carriers between new media, but also consider the integration between old and new media. New media is mainly based on digital technology for advertising communication, its integration is less difficult, has a large space for integration; the old and new media have their own advantages. Integrating the two can not only give play to the advantages of high credibility of traditional media, but also make use of the advantages of convenient communication and strong interactivity of new media to realize the complementary advantages of old and new media and achieve the communication effect that one plus one is greater than two.

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