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Comparative Study of Graphic Advertising and Interactive Advertising in Renren

Author: ZhouJing
Tutor: WangYuanZuo
School: Xiangtan University
Course: Communication
Keywords: social networking sites Renren graphic advertising interactiveadvertising comparative study
CLC: G206
Type: Master's thesis
Year: 2012
Downloads: 41
Quote: 0
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Abstract


Graphic advertising and interactive advertising is the two main advertising onRenren.To comparative study, we focused on two kinds of forms of advertising,content, delivery and effect. More attention form graphic and interactive advertisingvisual presentation, content comparative about graphic and interactive advertisingfocused on load information, comparison of visitation graphic and interactiveadvertising strategy, the effect of compared of Graphic and interactive advertisingfocused on actual effectiveness.Comparison of the form of advertising, we know the graphic advertisingpictures are smaller, the colors of the pictures is relatively single, usually black texton a white background; interactive advertising picture area is large, the colors of thepictures is relatively rich, creative and rendering power. Advertising content on thecomparison, graphic advertising is use of promotional strategies to high quality andinexpensive advertising theme;interactive advertising are different, it using hands-onstrategies to joy and to reach the audience and brand for good interactive advertisingobjective. Ads on the comparison, graphic advertisers to focus on network servicesor FMCG industry,but interactive advertising is mainly concentrated in thetransportation, the electronics industry; from advertisement advocate brand valueview, interactive advertisement advocate general than graphic advertising.Advertisements published in the associated with a large degree of album pages;advertising page selection bias in the exposure rate higher personal home page.Effect of advertising on the comparison, we make sure that these two kinds of formsof advertising will be attracted to click when the audiences for a product or branddemand; Audiences don’t click on any form of advertising when the product or brandis not interested as a result of instinct ads exclude psychological, but a smallaudience will choose interactive advertising.The interactive participationimperceptibly and the zero distance contact of brand affecting its future purchasebehavior.The form and the content is the body of advertising, running as theadvertisement operation process, effect of advertisement operation results. Throughontology, process, results of empirical studies, we can be more comprehensiveunderstanding of Renren in graphic and interactive advertising related laws, and forthese two types of advertising creation and effect on the effective theory guide.

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