目 录
摘 要
Abstract
第一章 绪 论
一、研究背景
二、研究的意义和价值
三、文献综述
（一）关于“新媒体”概念的研究
（二）关于新媒体广告的形态研究
（三）新媒体广告的生存形态、传播形态、意识形态、产业形态研究
（四）人类传播形态的发展研究
四、研究方法
第二章 新媒体广告传播的发展阶段
一、新媒体广告的概念
（一）新媒体概述
（二）新媒体的特征
（三）新媒体传播的手段
二、新媒体的广告时代
三、新媒体广告的发展阶段
（一）传统意义上的网络广告
（二）富媒体广告
（三）交互式广告
第三章 新媒体广告及其传播重点
一、新媒体广告类型
二、新媒体广告主要传播形式或特征
（一）广告形态/硬广告
（二）非广告形态/软广告
三、新媒体广告传播特征
四、新媒体广告传播中的问题
第四章 新媒体广告传播的优势分析及策略
一、新媒体广告传播优势分析
二、针对新媒体形势下广告应该采取的传播策略
三、新媒体广告传播策略的缺陷
四、新媒体广告传播策略的实现途径
（一）分析受众、找准定位
（二）科学预算、分众传播
（三）选准广告主题，提高创新意识
（四）利用娱乐化传播
（五）重视互联网口碑效应
结 语
摘 要
数字技术、网络技术、信息技术的迅速发展和普及给互联网、移动网络终端等为代表的新媒体以普及的机会，这些新兴媒体有别于任何传统意义上的媒体形式，它们的出现不仅改变着信息传播和接受模式，也早已渗入人们的工作和生活，在社会信息传递方面发挥着越来越无可替代的作用，将全球带入到一个信息传播无处不在、无孔不入的新媒体时代。在新媒体全球化的时代背景下，针对传统媒体的各种消亡论不绝于耳，报纸杂志、广播电视等传统媒体的统领地位已经受到致命威胁，受到了来自新媒体广告严峻的挑战态势。机遇同时也伴随着挑战，新媒体广告如何直面新环境的挑战、实现自身的突围发展，形成新的经济增长点，也是我们必须要解决的问题。
本文釆用定量研究和定性研究相结合的方法，辅之以资料分析法、问卷调查法和案例分析法，旨在通过对新媒体广告传播现状的分析，找出新媒体广告传播面临的机遇和挑战，在分析当前受众对新媒体广告认知的基础上，把握新形势下新媒体广告价值提升的新机遇，为新媒体广告的有效传播提供有益探索。
本文共分为三大部分。第一部分阐释新媒体广告传播的发展阶段，指出新媒体广告是新媒体传播方式下的一种具体广告形式，新媒体广告的兴起对传统的媒体广告环境造成了冲击，为传统媒体广告传播带来了颠覆性变化，广告的内容、表现形式、呈现方式也与传统广告区别甚大。第二部分分析了新媒体广告及其传播重点。主要包括新媒体广告的类型、传播形态、传播特征，已经传播中出现的问题。第三部分立足于受众调查，通过对新媒体广告传播优劣势的分析，从传播关系、传播内容、传播技术、传播平台以及受众者等多个角度，为新媒体广告的有效传播提供策略上的建议或意见。
关键词 新媒体 广告 传播策略
Abstract
The rapid development of digital technology, network technology, informationtechnology and the opportunity to popularize the Internet, mobile network terminals asthe representative of the new media in order to promote these new media is differentfrom any form of media in the traditional sense, they appear not only changinginformation dissemination and acceptance model, has long been infiltrated people'swork and life, playing an increasingly irreplaceable role in social informationtransmission, will be brought into a global information dissemination ubiquitous,pervasive new media age. In the new media era of globalization, background, for avariety of traditional media Extinction heard, commanding position in newspapers andmagazines, radio and television and other traditional media have been fatally threatenedby the challenge from the new trend of media advertising. Opportunities alsoaccompanied by challenges, new media advertising how to face the challenges of thenew environment, to achieve their breakthrough development, the formation of neweconomic growth point, but also we have to solve the problem.
This article preclude the use of quantitative and qualitative research method ofcombining, complemented by data analysis, questionnaire and case analysis, aimed onthe status of new media advertising communication analysis to identify opportunities fornew media advertising and dissemination face challenges in the analysis of the currentaudience for new media advertising based on cognitive, seize new opportunities toenhance the value of new media advertising under the new situation, provided a usefulexploration for the effective dissemination of new media advertising.
This paper is divided into three parts. The first part explains the development stage ofnew media advertising communication, noting that new media advertising is a specificform of advertising new media mode, the rise of new media advertising on traditionalmedia advertising environment caused by the attacks, as traditional media advertisingcommunication brings disruptive changes in advertising content, forms, presentation isalso great difference with traditional advertising. The second part analyzes the newmedia advertising and dissemination of focus. Including new types of media advertising,communication patterns, propagation characteristics, it has spread in problems. Thethird part based on the survey, the analysis of the advantages and disadvantages of newmedia advertising communication, a plurality of angles from the communicationrelations, communication content, communication technology, communicationplatforms and audiences who like to effective dissemination of new media advertisingstrategies on offer suggestions or comments.
Keywords New Media Communication Strategy
