媒介融合背景下广告媒体投放研究
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摘要
伴随着数字化和传媒技术的飞速发展及广泛应用,我国正经历着轰轰烈烈地媒体变革即“媒体大融合”——传统媒体之间原本径渭分明的界线开始逐渐地消融,各种形式的新兴媒体也如雨后春笋般纷纷冒出来。广告必须依赖媒体渠道才能进行传播,因此,媒体形态的融合与变化,给广告业带来了极大的影响,广告媒体投放情况也随之发生了相应的变化。
本文从实际情况出发,首先回顾了学界对于媒介融合背景下广告媒体投放的研究概况；接着分析了广告媒体形态变化对广告媒体投放的影响,包括广告媒体投放空间拓展、广告媒体投放时间延长和受众使用媒体出现差异后媒体选择变得更加复杂；广告媒体形态多样化、广告媒体内容多样化又使媒体组合变得更加多样；同时,可选媒体广告时间间隔更短、可选媒体广告总体数量更多使投放排期更加个性；以及媒体覆盖网络更密集、媒体覆盖层次更丰富又使得投放地域选择变得更加精确。然后提出了媒介融合背景下广告媒体投放的应对策略：广告投放策略的整体原则——有效性原则、整体性原则、节约性原则及互动性原则；媒体选择的应对措施——注重新兴媒体的选择与应用、传统媒体的重新考量与选择；媒体组合的应对措施——主次互补组合、差异捆绑组合；投放排期的应对措施——调节媒体投放间隔时间、调节媒体投放总体数量；地域选择的应对措施——突破固定地域选择、区域市场加权投放。最后,选择了诺基亚N97作为个案,分析了它在上市后的广告媒体投放策略,包括诺基亚N97上市的广告媒体投放原则、广告媒体选择与媒体组合、广告投放排期与地域选择。
目前,业界对于新兴广告媒体的投放与运用已有不少尝试,但正如创新的扩散总需要经历一定量的积累过程才能发展质变。大多数的广告主对于新广告媒体的运用目前还仍处于观望状态。本文通过对于广告媒体投放现状的扫描及分析,希望能给业界在面对媒介融合背景下出现的广告媒体投放的问题时,带来一定的启示。
With the rapid development and wide application of digitallization and media technology media, China is experiencing dynamic changes happened in the media field which is called "media convergence":the original borderlines between traditional media is no more clear but gradually melting, at the same time, just like the mushrooms after the spring rain, lots of new media with different forms have come up in succession. As we know that media is the one and only carrier during ads communication, information including in an advertisement must rely on at least one kind of medium or spread channel to reach its effect. That's why even a tiny change happen in media's features, functions, forms as well as the developing trends such as the convergence, would have made a great impact on the advertising industry, and the condition of media planning would change by corresponding.
Proceeding from the actual situation, this thesis gave a quick review of research on the background "media convergence", and then on the basis of the conclusion from specialists and scholars worldwide, the author analyzed the impact resulted by the convergence such as:the more difficult media planning resulted from new media's time extension and space expansion as well as the further subsection of the media audiences; Otherwise, diversification of media's modality and contents brought out the rich diversity of advertising media mix. At the same time, optional media's time interval was shorter, the number of ads on optional media was larger, which promoted the specific character of media arranged period; With a highly intensive, complex and generous network, advertisers'media geographical selection could be precise enough to lead the ads reach their target people. At last, the author brought forward some effective measures to cope with media convergence, presenting the overall principle of advertising media casting including four principles of effectiveness, integrity, conservation and interaction. Secondly, the strategy in media selection:to pay more attention to the choice and application of new media, to rethink the choice of traditional media. Thirdly, the responses strategy of media mix:to make complementary combination of the primary and the secondary media or combination of different media types. Fourthly, the responses strategy of media schedule:to regulate delivering time interval as well as the total number of advertising media. Last but not least, the response strategy of regional selection:to piercing through the limit of a fixed market, to discriminate the primary and secondary markets. At the last chapter, the author chose Nokia N97 as a case, through analysis of its advertising strategies including the advertising principles during its market access promotion, the principle of media selection, media combination, delivering schedule as well as the regional selection.
Up to now, for the appliance of new media in advertising, the industry have made lots of tries, whereas, just like any innovation's spread and sufficient acceptance, including its further development and qualitative changes must rely on a certain period of time and quantitative accumulation, it is no wonder that most advertisers nowadays are still straddling the introduction of new media in advertising. That's just the original intention of this thesis that through analysis of the medium delivery in advertising's existing conditions to search for the effective measures in order to well cope with media convergence background, and meanwhile to offer some inspirations for the industry when they're confronted with relating problems emerged in the context of media convergence.
本文从实际情况出发,首先回顾了学界对于媒介融合背景下广告媒体投放的研究概况；接着分析了广告媒体形态变化对广告媒体投放的影响,包括广告媒体投放空间拓展、广告媒体投放时间延长和受众使用媒体出现差异后媒体选择变得更加复杂；广告媒体形态多样化、广告媒体内容多样化又使媒体组合变得更加多样；同时,可选媒体广告时间间隔更短、可选媒体广告总体数量更多使投放排期更加个性；以及媒体覆盖网络更密集、媒体覆盖层次更丰富又使得投放地域选择变得更加精确。然后提出了媒介融合背景下广告媒体投放的应对策略：广告投放策略的整体原则——有效性原则、整体性原则、节约性原则及互动性原则；媒体选择的应对措施——注重新兴媒体的选择与应用、传统媒体的重新考量与选择；媒体组合的应对措施——主次互补组合、差异捆绑组合；投放排期的应对措施——调节媒体投放间隔时间、调节媒体投放总体数量；地域选择的应对措施——突破固定地域选择、区域市场加权投放。最后,选择了诺基亚N97作为个案,分析了它在上市后的广告媒体投放策略,包括诺基亚N97上市的广告媒体投放原则、广告媒体选择与媒体组合、广告投放排期与地域选择。
目前,业界对于新兴广告媒体的投放与运用已有不少尝试,但正如创新的扩散总需要经历一定量的积累过程才能发展质变。大多数的广告主对于新广告媒体的运用目前还仍处于观望状态。本文通过对于广告媒体投放现状的扫描及分析,希望能给业界在面对媒介融合背景下出现的广告媒体投放的问题时,带来一定的启示。
With the rapid development and wide application of digitallization and media technology media, China is experiencing dynamic changes happened in the media field which is called "media convergence":the original borderlines between traditional media is no more clear but gradually melting, at the same time, just like the mushrooms after the spring rain, lots of new media with different forms have come up in succession. As we know that media is the one and only carrier during ads communication, information including in an advertisement must rely on at least one kind of medium or spread channel to reach its effect. That's why even a tiny change happen in media's features, functions, forms as well as the developing trends such as the convergence, would have made a great impact on the advertising industry, and the condition of media planning would change by corresponding.
Proceeding from the actual situation, this thesis gave a quick review of research on the background "media convergence", and then on the basis of the conclusion from specialists and scholars worldwide, the author analyzed the impact resulted by the convergence such as:the more difficult media planning resulted from new media's time extension and space expansion as well as the further subsection of the media audiences; Otherwise, diversification of media's modality and contents brought out the rich diversity of advertising media mix. At the same time, optional media's time interval was shorter, the number of ads on optional media was larger, which promoted the specific character of media arranged period; With a highly intensive, complex and generous network, advertisers'media geographical selection could be precise enough to lead the ads reach their target people. At last, the author brought forward some effective measures to cope with media convergence, presenting the overall principle of advertising media casting including four principles of effectiveness, integrity, conservation and interaction. Secondly, the strategy in media selection:to pay more attention to the choice and application of new media, to rethink the choice of traditional media. Thirdly, the responses strategy of media mix:to make complementary combination of the primary and the secondary media or combination of different media types. Fourthly, the responses strategy of media schedule:to regulate delivering time interval as well as the total number of advertising media. Last but not least, the response strategy of regional selection:to piercing through the limit of a fixed market, to discriminate the primary and secondary markets. At the last chapter, the author chose Nokia N97 as a case, through analysis of its advertising strategies including the advertising principles during its market access promotion, the principle of media selection, media combination, delivering schedule as well as the regional selection.
Up to now, for the appliance of new media in advertising, the industry have made lots of tries, whereas, just like any innovation's spread and sufficient acceptance, including its further development and qualitative changes must rely on a certain period of time and quantitative accumulation, it is no wonder that most advertisers nowadays are still straddling the introduction of new media in advertising. That's just the original intention of this thesis that through analysis of the medium delivery in advertising's existing conditions to search for the effective measures in order to well cope with media convergence background, and meanwhile to offer some inspirations for the industry when they're confronted with relating problems emerged in the context of media convergence.
引文
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