The Research On Problems And Countermeasures Of " Advertising Play Of New Media"

Advertising play of new media is a new drama form of advertising .Corporate could integrate the brand with the plot over using this continuous narrative form of advertising that will effectively deliver brand content and brand value. The new forms of advertising, "Advertising of new media drama," first appeared in the Sunny Day which was sponsored by the American coffee chain Starbucks in November 2007. Sunny Day was thought as the advertising play of new media, it is precedent to use mobile TV of the subway cars, blog and video portal Tudou as the delivery medium to achieve the integration of cross-media operations. The testing of Starbucks caused a sensation in the industry. This new form of advertising was gradually recognized by the industry and used in the next few years, the new Bora, Master Kong, NINE WEST, Piano and other companies have joined the marketing team of new media play , and has made people envious eye attention.Advertising play of new media in just four years swept through China's advertising industry. It is consistent with the interaction and participation, the core of the modern audience mentality. The continuity of narrative style in softly allows the audience to reach the brand-oriented advertising experience. It provides a more accurate and personalized form of advertising for enterprises in the increasingly fierce competition in modern market environment. However, the development of advertising play of new media is still in its infancy. Its advertising business model isn't known by the industry yet so that it is difficult handy of enterprises in use of the tool to do publicity for the corporate brand. Integrated advertising play of new media, the high capital investment requirements limited scope for the nature of business. Less creative team is the strength of the overall drama of new media advertising shoot level. All of these constraints further exacerbate the problem of advertising play of new media the universal and widespread.Due to environmental constraints, the sitcom of advertising play of new media shows a tendency of"genre". It reflected entertainment situational understanding in the video age that the people have no time to take into account the inherent characteristics of objective things, and emotional factors alone. But the scenario lack of creative performance of comedy elements that interact with the audience and depart from the audience participatory experience, which affect new media advertising brand awareness and understanding of the play. Second, the drama has its fatal flaw as a result of its born in the new media platform, the spread of narrowcasting environment limited scope and impact of communication. In the modern time traditional media today still occupy the main position, the characteristics of the professional, authoritative, organization that new media are unparalleled. Moreover, the short time and centralized delivery method affected the audience for new media brand awareness and experience of the play, the lack of the auxiliary line activities to promote it more difficult for brand recognition and reputation in the minds of consumers'impression. Finally, environment of advertising play which content of restricting by the space-time interference and noises impacts on the transmission of advertising information. The compression of advertising play of new media reduces the consumer brand impression and affects the brand's long-term development.Due to new media environment, enterprises must recognize and grasp the problems and shortcomings in the practice of advertising play of new media, put the theory into practice, and play in the established framework of new media innovation, integrate variety of communication methods with consumers to start deep level of interaction, promote the brand image rooted in the minds of consumers and ensure the brand's long-term development. Firstly, making the best use of "sitcom" advantage, not only put the social and livelihood topic into play and cause the audience word of mouth, but also increase the interactive aspects of the story setting, and fully mobilize the enthusiasm of audience, so that form to communication mechanism between the brand and audience good. Secondly, open up more channels, using the power of the Internet micro-content campaign and cross-media promotion through advertising play of new media, result in the interaction between old and new media convergence. Furthermore, to develop and expand new media music, themes and other elements of the existing advertising play of actively, combined with the line activities to promote communication, so that the brand content which advertising play of new media built up can be continue and delivered. Finally, enterprises should develop tools to meet the consumer's thinking of innovative real-time playback (such as mobile phones), so that makes the audience experience the charm of drama at any time.