网络病毒视频广告的传播策略分析  

The Communication Strategy Analysis on the Internet Viral Video Advertisement

作　　者：马瑞[1] 陈小雨[1] 

机构地区：[1]河北经贸大学人文学院,河北石家庄050061

出　　处：《河北经贸大学学报（综合版）》2013年第4期12-14,共3页Journal of Hebei University of Economics and Business(Comprehensive Edition)

摘　　要：近年来,网络视频广告成为了一种重要的广告形式。它具有制作成本低、传播速度快、传播效果出众的特点,而病毒式网络视频广告表现上述特点最为突出,从而被各大品牌厂商和其他广告主所重视,并成为整合营销传播的一个重要传播手段。In recent years, internet video advertisement has been a kind of important ad formats. It have characteristics of low cost, fast transmission and communication effect superior, and online viral video advertisement has outstanding performance of the above, which is important for major brands and other advertisers, and become an important spread means of integrated marketing communications.

关 键 词：网络视频 病毒式传播 广告 病毒营销 人际传播 两极传播 

分 类 号：G206[文化科学—传播学]