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Media Selection

Author: KangTeMo
Tutor: ZhouZuoHua
School: Fudan University
Course: Global Media and Communications
Keywords: Advertising and New Media Chinese Market \Luxury goods and services Media selection theory
CLC: F713.8
Type: Master's thesis
Year: 2011
Downloads: 141
Quote: 0
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Abstract


As advertising spending from traditional model to the transfer of new media, the do within the scope of the use of new media also increased the causal logic in English correctly, but Chinese causal logic is inverted, should be the new media is widely used and embodied in the advertising model transfer. , but seldom on the investigation of the efficiency difference. New media advertising industry namely, luxury goods and services has increased. In this article, through depth conversation belongs to the pull of China's new media and luxury consumption growth "generation Y" group of ten kinds of professions, surveyed the public perception of luxury advertising in different media channels, probes into the difference of traditional media and new media. At the same time, this paper determined the many on the application of Chinese luxury consumption and media studies have found that the same applies to "generation Y". This paper argues that although the new media frequently used in daily life, but the luxury brand road instead of the traditional media advertising make people more good feeling. This article also thinks the use and satisfaction theory, media richness theory, the use situation and product type theory together, help to understand different channels of media advertising is the cause that causes different response. And are lack of this field is a comprehensive theory as a whole.

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Advertising
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