大众传播条件下利用人际传播放大广告效果的策略研究

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1、大众传播条件下利用人际传播放大广告效果的策略研究摘要：在现今“信息爆炸”的时代，企业直接面向消费者的广告和促销等传播活动已越来越难以得到消费者的注意和信任。然而，人际传播正在成为影响现有或潜在消费者对产品、服务或品牌的购买决策的信息来源之一。企业也逐渐运用大众传播结合人际传播的模式，但很多企业在运用中并未见成效，致使人际传播在企业中运用受到阻碍，但观察运用成功的企业，其运用好的传播效果远远超出大众传播。本文将从运用不成功的企业中归纳出运用中存在的问题，提醒企业注意，并运用传播学的理论结合运用成功的典型事例分析原因，帮助企业认识出现问题的原因。最后本文提出解决策略，为企

2、业改善运用人际传播提供实际建议。如企业能正确使用本文策略，那么在大众传播下运用人际传播放大广告效果就能达到比单用任何一种都强的效果。企业便可用同样的广告费达到更好的传播效果。关键词：传播效果；意见领袖；人际传播；大众传播；互动；扩大；信息UndertheConditionofMassCommunication,theStrategyResearchofAdvertisingEffectivenessbyUsingInterpersonalCommunication'sEnlargementAuther:leitianTotor:zhubingAbstract:Thef

3、iercecompetitionofmarketeconomybroughttheChinesemediagroups.Inthe“informationexplosion”ofsociety,direct-to-businessadvertisingandconsumerpromotiongs,andothermarketingcommunicationsmoreandmoredifficuletogetpeople’sattentionandtrust.However,itisbecomingainterpersonalcommunicationspreadthe

4、impactofexistingorpotentialconsumersofgoods,servicesorbrandstomakethedecisiontobuyoneofthemainsourcesofinformation.The15enterprisesalsograduallymakeuseofthemasscommunicationwiththeinterpersonalcommunicationmode.Butalotoftheseenterprisesdonotgeteffectiveresultsduringtheapplication,andeve

5、nusinginterpersonalcommunicationintheenterprisehasintrouble.Bycontrast,intheenterpriseswhichhaveobtainedgoodeffectssuccessfully,thosegoodcommunicationeffectsexceedremotelythemasscommunication.Thispaperwillanalysistheproblemsoftheunsuccessfulenterprisesandtrytoalertotherenterprises.What’

6、smore,thispaperwillcombinetheCommunicationtheoryandthesuccessstoriestoanalysisthereasonstohelptheenterprisestoknowtherootoftheproblems.Attheend,itgivesouttheresolutionstrategy,andgivestheadvicetotheenterprisestoimproveusingtheInterpersonalcommunication.Ifenterprisesusedthestrategygiving

7、bythispaper,theadvertisingeffectbyusingtheinterpersonalcommunicationinmasscommunicationwillbetterthanusinganyotherways.Enterprisescangetbettercommunicationeffectsbyexpendingthesamecost.Keywords:Disseminationofresults;Opinionleaders;Interpersonalcommunication;Masscommunication;I