传统媒体广告与网络广告协同效应研究评述  

A review of synergetic effect between offline advertising and online advertising research

作　　者：李凤萍[1] 

机构地区：[1]中国人民大学新闻学院

出　　处：《广告大观（理论版）》2013年第5期78-85,共8页Journal of Advertising Study

摘　　要：尽管在业界传统媒体与互联网之间的广告组合投放实践已是屡见不鲜,但国内关于互联网与传统媒体广告间相互作用的研究还较少,而国外在相关方面的研究已取得初步进展。本文试图从目前关于网络广告和线下广告协同效应研究所采用的分析角度或理论框架[1]对这一领域的学术成果进行总结,以期描述出目前关于传统媒体与网络媒体广告投放协同效应研究的概况。研究结果显示在该领域最常采用的研究框架是整合营销传播(IMC)、广告信息加工等。Although the combination between traditional media and internet advertising in the practice is common, there are only few studies on the synergy effect between internet advertising and offline advertising in our country while the related researches abroad have achieved initial progress. This article summarizes the academic achievements of this field from the respective of theoretical framework of current studies, in order to describe the general situation of the synergies studies. The results show that the framework used in researching the synergies are as follows： integrated marketing communications （ IMC ） , advertising information processing, the nteractive influence between the attitude toward online advertising and other adverting.

关 键 词：协同效应 整合营销传播（IMC） 广告信息加工 

分 类 号：G206-F[文化科学—传播学] F713.8[经济管理—广告]