基于传播效果的网络广告策略研究

Research on Network Advertisement Strategy Based on Communication Effect

当前网络广告市场规模迅速增长,越来越多的企业选择投放网络广告,而其记忆率差是网络广告的劣势之一,如何提高网络广告的传播效果就成为倍受关注的焦点。网络广告具有投放准确性的特点,互动性是网络广告与传统媒体广告之间的本质区别,网络广告具有双向、互动传播的特点。广告互动性越强,消费者的记忆程度越高。从网络传播过程看,信息内容的真实性与有效性是影响其信任度的最基本因素,改善网络广告的传播效果,应该提升网络广告的信任度。

Now network advertisement spread quickly, more and more enterprises choose network advertisement, but its memory is bad. Thus how to increase communication effect of network advertisement has become a focus for every walk of life. The advantages of network advertisement are accurate release, interaetivity, and bilateral communication, compared with traditional advertisement. The more interactive the advertisement is, the higher its memory. From the process of network communication, authenticity and efficiency is the most fundamental factors influenced its credibility. Therefore, to improve communication effect of network, we should improve credibility of network advertisement.