关于商业微电影的广告效果调查研究

《关于商业微电影的广告效果调查研究》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、万方数据浙江大学硕士学位论文关于商业微电影的广告效果调查研究AbstractThisisaagewithfragmentinginformationandfastandeasy-grabbedculture．Alongwiththegrowingofthepopular”micro—culture”，anewtypeofvideoformmicro—filmcameintobeing．Meanwhile，theinterventionofadvertisers，networkmedia，celebritiesfromentertainmentci

2、rcle，aswellasothermulti．dimensionalbodies，worksasaforcetopromotetherapiddevelopmentofmicro-film．Asaresult，itbecomesabridgingcommunitythatcombinesmovieandadvertisement，abrandnewmarketingfieldwithconsiderableconcern．Againstthebackdropofnotolerancetowardsadvertisementfromaudienc

3、e，thedevelopmentofcommercialmicro—film，however,showsastrongmomentum，drawingincreasingattentionintheindustryandacademia．Therefore，insomesense，thestudyandtheanalysisofthecurrentmarketingstateofcommercialmicrofilmanditsspreadeffect，aswellasitsadvertisingeffectiveness，isofpractic

4、alsignificanceandresearchvalue．Thispaperisdividedintofiveparts．Thefirstpartisintroduction．Itpresentsthebackgroundandsignificanceoftheresearch，anditscontentandobjectives．ThesecondChapterisanoverviewofcommercialmicro-film．BasedonInternetmarketingandmicro-film，theconceptandchara

5、cteristicsofcommercialmicro·filmisdefinedandclassified，whilethedifferencesamongmicro-film，commercialproductplacementandtraditionalmarketingmeansareclarified．ThethirdChapterdemonstratesthecommercialstatusofmicro—filmindustry．Thediscussionaboutthecurrentstateofcommercialmicro—f

6、ilmindustrycarriesoutfromfiveaspects，namely,theindustrydistribution，marketingmode，thefilmtheme，filmlength，anditseffectiveness．Thefourthchapterisabouttheinvestigationofthegeneralcommercialadvertisingeffectivenessofmicrofilm．Thestatisticsoftheamountofplaybackandthenumberofcomme

7、ntsandtheanalysisofthecontent，comefromthe97samplesofcommercialmicro—film．Inthispart，thegeneralcommercialmicro-filmadvertisingeffectiveness，thefactorsinfluencingaudiences’recognition，emotions，behavioralattitudesandfavorableimpressionaregivenafurtherthought．Inthefifthchapter,ba

8、sedonquestionnairesandonlineinterviews，morein-depthresearchaboutprac