基于深度访谈的地铁广告效果质化研究——以网易云音乐地铁乐评专列为例

A Qualitative Research on the Effect of Subway Advertisement Based on In-depth Interview——A Case Study of NetEase CloudMusic Subway

本文结合社交媒体时代广告测评模式进行了深度访谈,认为“网易云音乐”地铁乐评专列产生了较好的广告效果,主要表现在沉浸式的红色车厢打造、优质用户生成内容、广告影响品牌认知、刺激受众参与和利用社交媒体共享扩散;同时营销活动也存在音乐版权受限、宣传方式单一、乐评质量良莠不齐等问题。最后,本次研究针对“网易云音乐”地铁广告提出了相关改进策略:以音乐为根本,向立体化传播转型;增加赞踩功能,打造优质评论环境;线上线下结合,播撒城市多点开花。

Based on the in-depth interview with the advertising evaluation mode of social media,this paper supposed that the“NetEase CloudMusic”subway music campaign had positive advertising effect,which is mainly manifested in the immersion red carriage,high-quality user-generated content,influence of advertising on brand cognition,stimulation of audience participation and sharing and diffusion of social media;at the same time,music campaign also have limitations about music copyright,the single way of propaganda,the quality of music reviews.Finally,the study puts forward relevant strategies for“NetEase CloudMusic”subway advertising campaign:taking music as fundamental;transforming to three-dimensional communication;increasing the function of praise and to create a high-quality comment environment;combining online and offline to broadcast the blooming of many cities.