Research On Present Situation And Countermeasures Of Advertising Media Under Media Convergence

In recent years,with the rapid development of network information technology,the technical bottleneck of new media has broken through and is widely used.As a result,traditional advertising media that have long dominated the market have been greatly invaded by the advertising market,and the habits of audience media applications have changed,resulting in a large number of advertisements.Businesses have gradually changed their delivery platforms,and traditional media are facing tremendous pressure for transformation.Therefore,research on the integration of advertising media and media is even more crucial when the media is in turmoil.This article considers from the angle of industry and academia,and analyzes the domestic and foreign media convergence seminars from shallow to deep.Based on the actual application of advertising and advertising media in the market,it interviews many advertising practitioners and learns from experience,knowledge and media.In the background of the integration of the times,we have forward-looking thinking.In the investigation and research,I found that advertisers often choose to follow the trend of media choice,but blindly to the best hot media,do not necessarily be the optimal solution.The advertising needs to be combined with its own brand,product attributes to choose,expand product influence,increase brand volume,maximize the limited resources to be the ultimate goal of each advertiser,integrate new media and traditional media is future advertising An important direction for media development.This article attempts to answer these development difficulties by exploring various aspects of advertisers,advertising agencies,advertising media,audiences,and government policies.The case study of the integration of excellent advertising media at home and abroad is suitable for China's media integration,and the application of new media technologies is discussed to analyze the realization of more advertising integrated marketing.It is gratifying that the development of "media integration" has established its correctness in the deliberations of Chairman Xi Jinping's 4th meeting of the Central Deepening Reform Leading Group,which further encouraged me to continue to deepen exploration on this issue.In the future,the ultimate development of media integration will reach the era of “Omnimedia”.It covers a full range of sensory reception including visual,auditory,tactile,and imagery.It will provide audiences with multiple perspectives and a new model of full coverage of advertising content..Integrating marketing communications,media integration will be the only way for the development of advertising media.I believe the study of this thesis will have some guidance and reference significance for the advertising media industry that has just begun to enter the media integration.