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The Research on Ad Audience under the Background of Media Convergence

Author: YeBingQing
Tutor: ZhangPinLiang
School: Jiangxi University of Finance
Course: Communication
Keywords: Media Convergence Your audience After 80 Advertising and marketing strategy
CLC: G206
Type: Master's thesis
Year: 2010
Downloads: 546
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Abstract


With the development of digital communication and network technology, information dissemination and vector-borne structure is becoming more diversified, the Media Convergence become an unstoppable trend and reality. For ad has been inextricably linked with the media, information dissemination, and vector-borne form rich will inevitably lead to changes in the form of advertising communication, advertising media forms and advertisers survival form, this change is specifically manifested in the diversification of the main advertising, advertising content information, the fusion of the advertising media, advertising audience segmentation and advertising effectiveness precise. Marshall McLuhan, the media is an extension of the electronic media beyond time, space and extend people's visual, auditory and tactile. Paul Levinson media evolution of the digital age \In the context of media convergence, the popularity of your audience is segmentation of audiences transition to the 21st century, the continued breakdown of the audience market and niche trend, gradually gave birth to a consumer-centric advertising departure from the needs of the audience the concept of marketing communications, advertising and audience research to become a very important part of the field of advertising research. In the context of media convergence, simply rely on the uses and gratifications theory \like today and convenience, AISAS theory has done more complete summary. In general, the advertising audience research often from the three dimensions of the structure, behavior, social and cultural considerations. Your audience behavior change is the most obvious, the most direct, but also reflect the core content of your audience to change. As a starting point of the period of traditional media and new media advertising audience during the behavioral characteristics that the context of the integration of media advertising audience behavior change can be summarized in the following three aspects: First, the Media Contact monotonous to rich; Second, the information receiving behavior change from passive to active; Third, consumer behavior from the live trading to the virtual network. In addition, on the basis of the overall analysis, we focus on select 80 this group as the main object of study. Because 80 is a very unique a group, they spent the era of electronic products, and to become the first generation of China into the forefront of a new era of learning new things and highlight the ethnic Junior personality. 2010, 80 has entered the thirties. Relative to the previous generation, they have the ability to accept new things, with respect to the next generation, they have begun to have a spending power, they cultivated a unique environment for the growth of special psychological, behavioral and consumer values ??and its consumption ability, the overall change from China's consumer trends and consumption structure of Chinese families. A certain sense, after 80 generations may be the generation to decide the fate of the Chinese enterprises in the coming decades. Finally, for your audience analysis and research in the context of media convergence, articles six based advertising and marketing communication strategy in the context of media convergence, namely: the advertising communication must adhere to the audience as the center, advertising communication we need to move media converged dissemination of advertising communication must be emphasized that innovative advertising content, advertising communication must highlight the interactive advertising communication must cultivate the audience of advertising literacy, advertising communication must maintain audience interest. In this paper, these responses, want your audience through this study the research results can be more mature, more widely, more effective use of advertising communication industry in China, better play the role of advertising and efficacy. On the other hand hope to attract more people's attention through their own research, so that more scholars and experts into in the context of the integration of media advertising audience research, and ultimately the formation of the mature theory.

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