1、论如何提高网络广告的传播效果How to improve the effect of network advertisement论如何提高网络广告的传播效果（How to improve the effect of network advertisement）= page first =How to improve the effect of network advertisement200840403108AdvertisementZhangyingxianAbstract:In recent years, the Internet has maintained a high speed o
2、f development, and the Internet advertising relying on the Internet has also developed rapidly. networkThe vast network of information, how to make the dissemination of advertising information to achieve the desired results is essential. Give full play to network advertisement information,Informatio
3、n dissemination in a timely manner and interactive strong, rich means of expression, large information capacity, network communication channels and other diverse disseminationAdvantage enables advertising to communicate effectively to target consumers, and connects e-commerce platforms to enhance ac
4、cess from advertising information to purchaseConversion rate.Key word：online advertisinginteractive qualityFor entertainmentViral marketingNetwork communication channelcommunication effectText:Online advertising, that is, the network as the media to convey advertising information to the audience. Th
5、ere are various forms of online advertisement, such as banner advertisement and insertingPage ads, button ads, sponsored ads, email ads, game placements,FlashAdvertising, search engine biddingThe ranking, rich media advertising, advertising, promotion and competition of enterprise website advertisin
6、g, advertising wallpaper and so on. Normally, the net is calledInternet advertising generally refers to banner advertising, which is a continuation of traditional media advertising formsThe exhibition is relatively perfect, but it does not give full play to the advantages of the network. The emergen
7、ce of the Internet has led to a qualitative leap in communicationWell, online advertising should make a qualitative leap in advertising and enter the era of big advertisement.The era of big advertisement breaks through the one-way and feedback of traditional media advertising, and emphasizes the int
8、eraction channel with consumersThrough giving full play to the creative power of the audience, the network integrates various channels of information dissemination and carries out two-way dissemination of advertisements. Big advertisementTime integration, advertising information dissemination, activ
9、ity planning, consumer purchasing channels and so on, make it a way from information transmission to production purchaseThe chain of behavior breaks the limitation of time and distance between traditional media and advertising information. Following will be from the networkThe network advertisement
10、and the network information transmission channel integration two aspects, enhances the network advertisement the dissemination effect.I. advertisement making on the InternetThe creation of online advertising itself is based on traditional media advertising, and follows the originality, relevance and
11、 owner of advertising creationTitle, communication, accuracy, etc. On this basis, to play the advantages of online advertising, the use of rich and varied means of expressionEnrich the capacity of advertising information, make the advertising expression more attractive, and timely convey to the targ
12、et audience. Because of the advantages of the network,Online advertising has many different ways of expression, and there is no time and plate restrictions, even a small banner ad ClickGo in all contain infinite information, this gave network advertisement a more wide space. This is the advantage of
13、 online advertising,It is also a disadvantage. If the advertisement is not attractive, then the advertisement will be buried in the vast network of information. That Internet adWhat principles should be followed?Oneinteractive qualityAfter the network advertisement releases, must cause the audience
14、to participate in the desire, but the interaction key is in the advertisement activity at least one deedSupporting the interests of consumers. If the advertisement attracts the audience and pays attention to the audiences attention, it wants to be acceptedAudience interaction must seize the hearts o
15、f the audience. The realization of online advertisement interaction should be based on the audiences point of view, and gradually increase the bannersAds audience browsing space, people tried to insert advertising and traditional media, the audience passively acceptedReport, this is not the directio
16、n of the development of online advertising health. The advantage of network advertisement is the selectivity and initiative of the audienceMust arouse consumer interest and curiosity, take the initiative to click and participate in them.Use curiosity and reward activities to attract consumers to par
17、ticipate actively: such as Coca Cola Cos rescue planSHEGet some action，The way the game is played is communicated in the first advertisementSHEIs Warcraft stolen, immediately leads to salvationSHEAdvertisingTheme, and vigorously promote at the end of the advertising filmIcokeWeb site. Advertising gi
18、ves the audience a fresh and exciting topic. saveSHEAnd provide a platform for the audience to participate in, so that the audience to participate in the advertising, so that the audience actively saveSHESeek outPhotography, a short period of timeIcokeGathered a large number of people, then another
19、small film gradually unravel the mystery, useCuriosity constantly attracts the attention of the consumer. The main purpose of this ad is to do short-term activities, and two toPromote a website that specializes in advertising marketing on Coca-Cola networksIcoke. These two purposes are given full pl
20、ay to the audienceSubjective initiative has reached the same timeIcokeContinue to attract consumers through the introduction of various activities, and then interact. As delicious= page second =What coke is doing now is drink Coca-Cola, enjoy Tencent online life, by buying drink deliciousHappy, enjo
21、y Tencent online life, promotional equipment, enter the bottle capThirteenpositionIcokeCharacter acquisitionQQRelated awards, such asQQShow suit, yellow diamond, red diamond,QCoinUse social focus to attract consumers to participate actively:08In 2008, Coca Cola Co launched the torch online transmiss
22、ion campaign,The specific content of the event is that the Internet users won the title of torch ambassador after they got the torch online transmission qualificationQQThe avatar also gets an unlit icon, if it is availableTenThe icon will be lit when you invite friends to join you in 10 minutes.And
23、so on, in the way of viral marketing spread shortFortyWithin days, there will beFour thousandTen thousand people participated in it. This eventUse the focus of attention to attract the audience to participate actively and voluntarily.In the era of entertainment news socialization and social news ent
24、ertainment, people advocate freedom and hope to participate more in each otherDynamic. If we can mobilize the initiative and enthusiasm of Internet users, it will devote more manpower and material resources than we haveMuch more effective.TwoFor entertainmentTwo characteristics of communication in t
25、he Internet Age: entertainment and freedom. With the flagship entertainment Hunan television station suddenly rises, entertainment becomesOne of the necessary conditions for todays media is that people are entering the age of entertainment economy. The network is an integrationA variety of entertain
26、ment resources platform has become an indispensable part of leisure relaxation. The network acts as an office worker at workRole plays an entertainment role in amateur life. Internet advertising can be fun for people in their stressful lives,So that the audience at a happy hour to remember the brand
27、 name, that will achieve good communication effect.The game, the game has the pursuit of happiness in nature, people have an instinctive desire for the game. Advertising games, bothEntertaining the audience, but also inadvertently pass their advertising information. For example, Coca Cola Co makes a
28、ds for Fanta sodaFourA small game, ice world, happy surfing, thermal elastic ball, ice sledge, Fanta orange soda through the gameFeatures, both interesting and in communication to achieve their goals. Another kind of online game advertising is not tailor-made for brands,But it can also play a very g
29、ood effect, such as online games, implantable advertising. Embedding brand ads into the game also makes the game more excitingAuthenticity, this way has also been recognized by the audience.To create a popular network, the media itself is a media that leads fashion,Internet advertisement creates a k
30、ind of societyWill be popular, will cause a lot of people follow the trend of the effect, the magic of viral marketing will play again. If the object, that is, where the guestA style of advertising or copywriting. Copy original: love network, love freedom, love night, love food stalls at night, love
31、 the car,LoveTwenty-nineblockT-SHIRTI am not a standard bearer, who is not endorsement, I am Han Han, I represent myself, meLike you, where am I?. Love acting, not acting; love to struggle, love to enjoy;Love beautiful clothes, more discount labels,No, its not Qian Xiaoyang. Its not a big star. Im Wang Luodan. Im nothing special, Im special. Me and others do notThe same, Im the same as you, where am I?. Copywriting uses almost contradictory language, teasing mainstream culture, highlighting brand personalityAn imitation and spoof of the audie
