體驗(yàn)營(yíng)銷(xiāo)時(shí)代互動(dòng)電視廣告的傳播策略.pdf

1、中國(guó)科學(xué)技術(shù)大學(xué)碩士學(xué)位論文體驗(yàn)營(yíng)銷(xiāo)時(shí)代互動(dòng)電視廣告的傳播策略姓名：沈智偉申請(qǐng)學(xué)位級(jí)別：碩士專(zhuān)業(yè)：傳媒管理指導(dǎo)教師：周榮庭20090501AbstractABSTRACTWiththeeraofexperientialmarketing，customerorientandaudience—centralideahasbecomesmoreimportantThedevelopmentofdigitalTVmakesinteractive

2、TVadvertisinghasbecomethemostpotentialofexperientialmarketingadvertisingandgetsconcernintheadvertisingindustryHowever，mostofthemhaveneithertheoreticnorstrategicguidanceIn0111“countryithasnotreallystarted，therewillbesomec

3、onstraintsonitsdevelopmentToaddressthissituation，thispaperanalyzesthisnewadvertisingmodelandexploresthetheoreticalanalysisanditsapplicationinpracticetoprovidetheguidingprinciplesInthispaper，theauthorfirstsummeduptheinter

4、activeTVadvertisingonthegeneralunderstanding，andmeanstheinteractiveTVadvertisingasthemessagepostontheinteractiveTV，whichmainlyusedinreal—timewaytopromoteideas，goods，orservices；itisbasedondirectmanipulationofthedemandforp

5、ersonalads，toselectthecontentofadvertisingAccordingtothecharacteristicsofinteractive“IVadvertising，analyzetherelationshipbetweeninteractiveTVadvertisingandexperientialmarketing，thearrivalofmarketingexperientialhascreated

6、ademandforinteractiveTVadvertising，interactiveTVadvertisingisthebestmediainexperientialmarketingInthispaper，drawingonthedisseminationofrelevantinteractivemodel，Iproposeapattemwiththecharacteristicofcommunicationuniversal

7、ityandadvertisementparticularityWiththeanalysisofthepattern，IanalyzetheexperientialofmeprocessofaudienceAlongtheinterpretationoftheconsumermarketingenviromentandconsumerdemandintheexperientialera，Ianalyzetheinnovationoft

8、hepattemchangesinaudiencereactionLast，basedonthemodelandaudiencebehaviorbetweentheinteractiveTVadvertisingandtraditionalTVadvertising，thispapergivessomestrategiesoninteractiveTVadvertisingThestrategiesspecifictothemacroa

9、spectsofadvertisingregulationconstructionpersonnel，aswellascustomerrelationshipmanagementandenterpriseintegrationstrategy，microaspectsofadvertisingcreative，payattentiontotimesensitiveadvertising，advertisingeffectiveness，