Research On The Branding And Communication Strategy Of Micro Film Advertising

Accompanied the development of network technology such as twitter and video applications, people went into the "micro-Year" from2010A film forms of artistic expression with rich storyline, but whose duration considerably shorter than the traditional film and television skits coming into view, the concept of "micro-film" came into being. Micro-film from the beginning of the birth are inextricably linked with advertising and commercial promotion.Cadillac’s90seconds super video "explosive" opened the prelude to the micro-film advertising and marketing, while also make the micro-film advertising as an innovative form of advertising in the context of "micro-age" and "fragmentation".In modern times more and more consumers’attitude to advertising are critical and repulsive, when the unity of marketing and mandatory advertising fall into a more and more difficult situation in obtain the expected dissemination of results, the micro-film advertising make centrifugal tendencies and "zero tolerance" attitude of audience great reversal. Many enterprises and products are successful through shouting micro-film advertising as a mode of transmission in terms of brand image import, establish a brand image and brand activation which is a sense of the times salvation for contemporary marketers and businesses. As background, I tried to study positive and negative features of micro-film advertising as a role in branding in order to understand the value and shortcomings of micro-film advertising in branding in the context of integrated marketing, and then further asked the positive interaction communication strategies between micro-film advertising and the brand equity.This paper is divided into five parts. The first chapter introduces the research background and significance of the entire article, research of Summarization, research ideas and research methods. Chapter II micro-film advertising overview, a comprehensive definition of the concept of micro-film advertising, and on this basis, carding the background of the emergence and development of micro-film advertising. Analysis difference between micro-film advertising and traditional television advertising and product placement. Then classify the micro-film advertising from three dimensions.The third chapter elaborated on the positive function of micro-film advertising in branding. To explore on the basis of the interaction in advertising, brands and consumers this paper use the four components of brand equity as a starting point, combined with vivid case studies, demonstrated positive function of micro-film advertising to build brand equity such as brand loyalty, awareness, brand association one by one. The forth chapter micro-film advertising branding difficulties, combined with the practical problems in the process of the development of micro-film advertising, tease out the top three reasons for identity, content, technology constraints of micro-film advertising brand expressive. The last chapter brand communication strategy of micro-film advertising, on the basis of the previous analysis, propose innovatively the micro-film brand communication strategy from the perspective of integrated marketing communication recommendations. Firstly, brand communication should into the whole media environment, through updating the concept and interacting operation, the whole idea is placed in the macro-Scene, the details of the design precipitation in micro-polished, propose the targeted strategy about the plight of identity and reality of micro-film advertising referred to in Chapter IV. Secondly, emphasis on the establishment of efficient feedback mechanism to assess the practical significance of the brand. Lastly conclude the misconducts of micro-film advertising, brand review urgent need to resort to legal norms and proposed regulatory measures.