Research On The Advertising Transformation Effect Of Mobile Application—— Based On The Perspective Of Effect Syncretic

In 2016,China Mobile internet advertising revenue is expected to reach 134 billion yuan,accounting for the Internet advertising market size of 38.8%.it is expected that the mobile internet advertising revenue will reach 250 billion 2018,accounting for the overall internet advertising 52%,while mobile applications advertising in the overall proportion of mobile internet ads will reach 22.9%.With the development of the media form,it changes from the traditional advertisement "call" to the Internet advertisement "relevance",and then to the mobile application advertisement "precise".Advertisement is advertised in people's lives,which has already become one of the main "landmarks" of the times.The arrival of mobile internet age and the popularity of large screen touching mobile terminals,mobile applications based on various operating system developments(APP)become a new carrier of advertisement.Mobile application ads based on mobile internet are the "blue sea" in the "fifth media".Mobile application advertisement refers to the promotion or brand information of the advertisers to the mobile application(app)on the way of marketing.It realizes the advertisement from the plane,the desktop to the platform integration of the leap,which has the features of the precision,the position,the interactivity and the long tail.According to the research of the relevant model of advertisement effect,the behavioral path of consumers is a complete behavioral and psychological process.However,in a large number of practical cases,it can be found that the implementation of the various stages of marketing brand advertising and effect ads are fragmented,so the big data era put forward a new challenge for the mobile application ads targeted demand and media strategy.In the present study,the conceptual definition of brand advertising and effect advertising is defined by referring to the related consumer behavior model,the advertising target action model and the advertising effect acceptance model.Taking the product effect combination as the view,the effect and the transformation of the mobile application advertisement as the research object,the author carries out the definition and comparative study of brand advertising and effect advertising,and tries to find the law behind the different types of advertising effects.This study uses the literature research method to study and analyze the large quantities of literatures at home and abroad,and extract the core six advertisement effect variables.Moreover,it classifies them through three dimensions.On the basis of previous studies,the author tries to propose a universal and empirical research method of mobile application advertisement effect with practical value,and tries to put forward the relevant hypothesis.At last,the paper verifies the key conclusion through the questionnaire survey method,statistic and mathematical analysis method,thus provides valuable information to the brand owners,media platform and advertisement company,which can help them to make advertising decisions.