病毒式营销中的视频广告研究

病毒式营销中的视频广告研究
摘  要
本文针互联网的兴起，催生了新的营销方法与广告形态，病毒式营销与视频广告就是其中的代表。在病毒式营销中使用视频广告，成本低廉、传播自发性强，正受到越来越多的广告主的青睐。病毒式营销中的视频广告，是一种崭新的广告形态，如何提高这种广告的传播效果，是非常值得研究的问题。
通过研究，本文认为，要提高病毒式营销中视频广告的传播效果，首先要做到准确找到目标受众及易感人群，才能达到好的传播效果；其次，设计出的足够强大的“病原体”，足够强大的“病原体”可以快速吸引受众，其中，视频广告内容有创意是最重要的因素；第三是选择合适的传播渠道，恰当地选择投放时机。
本文的研究意义在于，通过研究，对病毒式营销中的视频广告这一新的广告形态的使用者提供有益的参考建议。

关键词：视频广告  病毒式营销  综合创意  网络平台

Research on Video Advertising in Viral
Marketing

ABSTRACT
The rise of Internet has expedited new marketing methods and advertising forms, of which viral marketing and video advertising is representatives. The use of video advertising in viral marketing, because of its low-cost and high spreading spontaneity, is more and more popular among advertisers. Video advertising in viral marketing, is a new advertisement form, so, how to improve the effect of advertisement dissemination, is a problem that deserves much research.
Through research, this paper argues that, in order to improve the viral marketing video advertisement dissemination effect, first of all, marketers need to locate the target audience and susceptible population accurately to achieve good communication effects; secondly, marketers should design a powerful enough "pathogen" to attract the audience quickly, wherein, creativity in the contents of video ads is the most important factor; third, marketers should select appropriate communication channels and appropriate delivery time.
The significance of this paper is, through the research of viral marketing, providing useful reference proposal to user of video advertising in this new form of advertisement.

Key Word:Video Advertising  Viral Marketing  Integrated Creativity  Network Platform

*若需了解更多与协助请咨询↓→[电脑QQ][手机QQ]【数据协助】