Research On The Mode And Strategies Of Communication About Precision Advertising

With the media in an increasingly competitive, Audiences'demands are more and more difficult to grasp, advertisers on the effectiveness of advertising have become increasingly demanding, Traditional advertising is difficult to capture the consumers'actual demands accurately,also can not meet the needs of the enterprise. "Precision" is becoming the advertising industry's pursuit of the goal.The emergence of new media provides a more accurate carrier for advertising,such as mobile phone advertising,narrow advertising,points advertising,words ads,and so on.Compared with traditional advertising, The target audience of precision advertising is more accuracy,advertising effectiveness is measurable, advertising costs are more economic. As a result, more and more enterprises and medias have begun to enter the field of precision advertising. As the precision advertising in our country is still in the preliminary stage of development. So, the study and exploration of precision advertising is becoming more and more important.The thesis get started from difficulties and deficiency in mass communication study,and generalizes several subjects such as precision marketing,advertising,psychology to analyze and research the whole process of the communication of precision advertising on the base of the analysis for the background,content,types of precision advertising, researching on the dissemination of precision advertising in the process of the elements: disseminator,audience,information,channel,interference,results. Ihen, exploring the communication circle and mode. All links of communication are connected with the core of the communication mode——audience database. Although the audience database does not participate in the dissemination of data,however, because of its importance,the thesis will be innovative to include it into the communication model of precision advertising. Finally, analyzing the existing problems, such as the accuracy of content matching is not high enough,the rates of malicious click affect the effectivenesses'authenticity,the recognition of audiences are not high. And tried to be based on the mode of communication of precision advertising, from the elements, putting forward some strategies to the development of precision advertising, such as to strengthen the audience database management,to enhance the disseminators'influence,to strengthen the accuracy of the content of the match,to improve the management of the monitoring process,to strengthen audience acceptance of psychological,to establish the third-party mechanism.The innovative and value of the thesis is to set up a set of theoretical system for precision advertising. And focus on the process and model, to analyze some problems,to research on the development strategies. With the technology and the development of the theory of maturity, precision advertising will be the development of new forms of advertising.