网络植入式广告在大学生受众中的传播效果——基于厦门软件职业技术学院的实证分析  

The Spread Effects of Internet Product Placement in Group of College Students——Based on The Empirical Analysis of Xiamen Institute of Software Technology

作　　者：何宇玫 HE Yu-mei(Xiamen Institute of Software Technology,Xiamen,Fujian,363000,China)

机构地区：[1]厦门软件职业技术学院,福建厦门361021

出　　处：《漳州职业技术学院学报》2018年第3期35-39,共5页Journal of Zhangzhou Institute of Technology

基　　金：厦门软件职业技术学院研究课题(XMRJ-JG2016-10)

摘　　要：随着网络时代的到来,网络广告也开始崭露头角,并迅速占据了广告业的主导位置,相较于传统的电视广告、路边广告牌等广告形式,大学生群体更易于接受网络广告,这对于以大学生为消费目标群体的商家而言,有着较大的吸引力,然而受制于资金实力和广告传播效果,商家无法判定应该投放何种网络广告性价比最高,采用面对面访谈法,对厦门软件职业技术学院学生进行调研,以分析网络植入式广告的传播效果,推动网络广告业的发展,提供相关商业参考。With the development of the Internet,network advertisements begin to emerge,and held the dominant position of the advertising industry rapidly.Compared with the traditional television advertisements,roadside billboards,and other forms of advertisements,college students are more likely to accept online advertising network advertisement,which attract those whose target consumers are college students.However,subjected to the financial strength and advertising spread effect,the merchants are unable to determine which network advertisement has the highest cost performance.Therefore,the author adopts the way of face-to-face interview to students in Xiamen Institute of Software Technology to analyze network spread effect of product placement,to promote the development of the advertising industry,and to provide a reference for related business.

关 键 词：网络植入式广告 大学生 传播效果 

分 类 号：F713.8[经济管理—广告]