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当下,各种媒介都在蓬勃发展,作为新媒体,应当具备很强的危机感。数据显示,互联网广告点击率从2010年前的9%,降到如今的0.2%。2012年全球网络广告调查显示,约有33%的广告未被受众看到,互联网的广告效果正在经受挑战,如何能让广告真正走进人的生活是我们现今所面临的问题。关注传播渠道和消费者的改变首先,需要关注传播渠道的变化。传播渠道在传统媒体时代以电视为主,广告侧重于信息告知。互联网崛起以
At present, all kinds of media are booming. As a new media, they should have a strong sense of crisis. Data show that the Internet advertising click-through rate from 9% before 2010, down to 0.2% today. According to the 2012 Global Internet Advertising Survey, about 33% of ads are not seen by the audience. The effectiveness of Internet advertising is being challenged. How to get ads into people’s lives truly is the problem we are facing nowadays. Focus on Communication Channels and Changes in Consumers First, attention needs to be given to changes in communication channels. Communication channels in the traditional media era to television, advertising focused on information to inform. The rise of the Internet