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根据消费者的统计变量来设定广告媒体的目标阶层、选择媒体、进行广告创意的方法,正在面临着严重危机。这一危机源于网络时代的消费者的异化。按照互动理论,即使是在大众传播中,受众也不完全是信息的被动接受者,受众的属性对传播效果起着重要的制约作用。根据这些包括性格、兴趣、关心、态度、生活形态等个人属性所建立起来的新的人际传播网络和群体归属关系,正在打破根据传统的人口统计变量———诸如年龄、性别、收入、婚姻、职业、教育等所划定的整齐划一的消费者区隔。
According to the consumer’s statistical variables to set the target level of advertising media, media selection, advertising creative approach, is facing a serious crisis. The crisis stems from the alienation of consumers in the Internet age. According to the theory of interaction, even in the mass media, the audience is not the passive receiver of the information. The attribute of the audience plays an important role in restricting the communication effect. Based on these new networks of personal communication and group affiliation established by personal attributes such as personality, interests, care, attitudes and lifestyles, breaking the gap between traditional demographic variables such as age, gender, income, marriage, Occupation, education, etc. defined by the uniform consumer segmentation.