传统广告及新媒体广告传播模式的运作结合研究  

Research on the Operation of Traditional Advertising and New Media Advertising Communication Model

作　　者：程瑶[1] 张慎成[1] 

机构地区：[1]安徽工程大学艺术学院,安徽芜湖241000

出　　处：《长春师范大学学报》2015年第11期193-195,共3页Journal of Changchun Normal University

摘　　要：随着信息技术的快速发展,基于数字化平台的新媒体广告强势崛起,其定向、精准、互动等传播优势更易获得广告效果,并进一步对传统广告传播的主导地位形成冲击。但若从宏观角度分析,两种广告模式的共存并不相悖。信息传播中融合传统广告的覆盖优势和新媒体广告的平台特征将是未来广告发展的主导方向。因此,进一步探究此趋势下两种广告模式的结合及创新显得尤为重要。With the rapid development of information technology, the new media advertising based on the digital platform has a strong rise. Its orientation, precision, interaction and other communication advantages are more easy to reach advertising effects, and further- more to strike the dominant position of the traditional advertising. However, from the macroscopical point of view, the co - existence of these two advertising models is not incompatible. In the dissemination of information, the integration of the advantage of traditional adver- tising coverage and the platform features of new media will be the leading direction of future advertising development. Therefore, it is es- pecially crucial to further explore the combination and innovation of the two advertising models.

关 键 词：传统广告 新媒体广告 传播 融合 

分 类 号：G206[文化科学—传播学]