开放教育招生精准广告的投放策略  

Strategies for the Placement of Precise Advertising for Open Education Enrollment

作　　者：许梦雅 XU Mengya(School of Literatire,Law, and Education,Anhui Radio and Television University, Hefei 230022,China)

机构地区：[1]安徽广播电视大学文法与教育学院,合肥230022

出　　处：《安徽广播电视大学学报》2020年第3期75-78,84,共5页Journal of Anhui Radio & TV University

摘　　要：以开放教育招生广告为研究对象,结合开放教育招生工作的现实困境,从精准广告的理论基础和投放优势出发,提出突出开放教育学习优势的产品定位、采取网络宣传与地推活动结合的投放形式、利用CTR和“二次传播”持续优化精准宣传的开放教育招生精准广告的投放策略。Taking open education enrollment advertising as the research object,combining with the practical dilemma of open education enrollment,and starting from the theoretical basis of precision advertising and the advantages of advertising,the paper puts forward the strategies for precise advertising for open education enrollment:highlighting the product positioning of learning advantages of open education,adopting the form of network publicity combined with ground promotion activities,using CTR and“secondary communication”to continuously optimize accurate publicity.

关 键 词：开放教育 招生宣传 精准广告 

分 类 号：G206.3[文化科学—传播学]