目录
摘要……………………………………………………… I
第一章 引言……………………………………………….. 1
1.1课题研究的背景…………………………………………. 2
1.2课题研究的现状…………………………………………. 2
1.3国内外研究现状…………………………………………. 2
第二章 网络广告定向传播特性分析……………………………. 4
2.1网络广告的定义及定向传播…………………………………. 5
2.1.1 网络广告的定义及传播要素……………………………… 6
2.1.1 网络广告定向传播的特征及功效………………………….. 6
2.2网络广告定向传播的动因分析……………………………….. 5
2.3网络广告定向传播的实现机制……………………………….. 5
第三章 网络广告定向传播及其应用案例分析…………………….. 4
3.1定向传播的平台分析……………………………………… 5
3.2定向传播的不足之处……………………………………… 5
3.3定向传播投放案例分析……………………………………. 5
3.3.1影视作品的网络广告传播……………………………….. 6
3.3.2大众品牌网络广告分析…………………………………. 6
第四章 网络广告定向传播对策研究……………………………. 4
4.1媒体平台对策………………………………………….. 5
4.1.1制造热点，传播扩散………………………………….. 6
4.1.2多平台合作传播策略………………………………….. 6
4.2受众市场定向对策……………………………………….. 5
4.2.1强化与用户即时互动活动……………………………….. 6
4.2.2实现网络+地面活动结合形式…………………………….. 6
4.3信息诉求定向对策……………………………………….. 5
4.3.1关注用户需求，提供定制化信息…………………………… 6
4.3.2实现用户“网络圈”建设及合理信息推广…………………….. 6
结论……………………………………………………… 4
参考文献………………………………………………….. 4
致谢……………………………………………………… 4
摘要
本文通过分析总结国内外有关网络广告发展的学术观点，对网络广告的定向传播功效及理论分四个章节进行了详细阐述和论证。通过笔者的调查取证及社会实践发现了该行业的已有不足和有待改进之处，创造性的提出了一些建设性意见和策略方针，旨在提高网络广告定向传播的实效性和准确性，为今后他人的研究提供参考。
关键词：广告；网络；定向传播；网络广告
Abstract
Through analyzing and summarizing the domestic and foreign academic viewpoints on the development of online advertising, this paper elaborates and demonstrates the effectiveness and theory of the directional communication of online advertising in four chapters. Through the investigation and found the existing shortcomings of the social practice of industry and improvement, and creatively puts forward some constructive suggestions and strategies, in order to improve the effectiveness and accuracy of the network advertisement directional communication, for future research to provide the reference of others. Through analyzing and summarizing the domestic and foreign academic viewpoints on the development of online advertising, this paper elaborates and demonstrates the effectiveness and theory of the directional communication of online advertising in four chapters. Through the investigation and found the existing shortcomings of the social practice of industry and improvement, and creatively puts forward some constructive suggestions and strategies, in order to improve the effectiveness and accuracy of the network advertisement directional communication, for future research to provide the reference of others.
Key words: advertising; network; directed communication; internet advertising
