本文選題：Banner　切入點(diǎn)：網(wǎng)絡(luò)廣告　出處：《湖北工業(yè)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：互聯(lián)網(wǎng)的快速發(fā)展掀起新興技術(shù)運(yùn)用的趨勢(shì),傳統(tǒng)媒介正被互聯(lián)網(wǎng)新媒介侵蝕,傳統(tǒng)廣告的形式有廣播、報(bào)紙、雜志等,而新型的廣告形式也不斷涌現(xiàn),造成傳統(tǒng)的廣告環(huán)境被打破,地位受到動(dòng)搖。筆者所研究的網(wǎng)絡(luò)廣告banner與傳統(tǒng)廣告有所不同,在營(yíng)銷的手段和策略上有不同的地方和一定的優(yōu)勢(shì),例如網(wǎng)絡(luò)廣告banner便于受眾查閱、互動(dòng)性強(qiáng)、設(shè)計(jì)費(fèi)用低、不會(huì)受到時(shí)間和空間的限制、整體性、平民化等優(yōu)勢(shì),從而使網(wǎng)絡(luò)廣告Banner具有廣泛的受眾閱讀。提高客戶Banner的點(diǎn)擊率是本論文研究的主要目的,只有讓廣告主所投放的Banner被充分點(diǎn)擊才能延續(xù)站點(diǎn)的廣告經(jīng)費(fèi)。廣告banner的設(shè)計(jì)直接決定著是否被受眾點(diǎn)擊、是否讓受眾喜愛,直接決定著網(wǎng)站的經(jīng)濟(jì)效益,以及投資是否能收到回報(bào)。本文以嚴(yán)謹(jǐn)?shù)捏w系、樸實(shí)的語(yǔ)言、實(shí)踐的經(jīng)驗(yàn)對(duì)Banner廣告進(jìn)行了全面論述,將從網(wǎng)絡(luò)廣告Banner的自身因素,也就是圖形、文字、版式、色彩等方面闡述,然后分析出如何提高受眾的點(diǎn)擊率,如何吸引受眾的眼球,從而使受眾看到的信息都足夠的豐富、全面、準(zhǔn)確。全文一共分為5個(gè)部分,第一部分介紹了本篇論文的研究背景與意義、研究目的與方法、國(guó)內(nèi)外研究現(xiàn)狀分析;第二部分首先介紹了網(wǎng)絡(luò)廣告Banner的歷史沿革,再對(duì)網(wǎng)絡(luò)廣告Banner的優(yōu)劣勢(shì)進(jìn)行分析;第三部分通過對(duì)網(wǎng)絡(luò)廣告Banner的構(gòu)成要素、文案設(shè)計(jì)、尺寸、圖像類型等視覺要素結(jié)合前述優(yōu)劣勢(shì)分析,認(rèn)為網(wǎng)絡(luò)廣告Banner的特征在于其不受限性、交互性、多媒介性、整體性和平民化;第四部分,站在網(wǎng)絡(luò)廣告Banner特征背后分析其受眾的需求以及企業(yè)主所應(yīng)當(dāng)具備的策略意識(shí)。第五部分,結(jié)合本文的理論與本人實(shí)踐經(jīng)驗(yàn)總結(jié)網(wǎng)絡(luò)廣告Banner的創(chuàng)作思路。
[Abstract]:The rapid development of the Internet has raised the trend of the application of new technologies. The traditional media is being eroded by the new media of the Internet. The forms of traditional advertising include broadcasting, newspapers, magazines, etc. As a result, the traditional advertising environment is broken, and the position is shaken. The online advertising banner studied by the author is different from the traditional advertising. There are different places and advantages in the marketing methods and strategies. For example, Internet advertising banner is easy for the audience to consult, interactive, low design costs, not limited by time and space, integrity, civilian advantages, etc. So that the network advertising Banner has a wide audience reading. To improve the customer Banner click rate is the main purpose of this paper. Only if the Banner put in by the advertisers is fully clicked can the advertising expenses of the site be continued. The design of the advertising banner directly determines whether or not it is clicked by the audience, whether it is loved by the audience, and directly determines the economic benefits of the site. And whether or not the investment can receive a return. This article, with a rigorous system, plain language and practical experience, will comprehensively discuss the Banner advertising, and will elaborate on the Banner's own factors, that is, graphics, words, typography, color and so on. Then it analyzes how to increase the click rate of the audience, how to attract the audience's attention, so that the audience can see enough rich, comprehensive and accurate information. The full text is divided into five parts. The first part introduces the research background and significance of this paper, research purpose and method, domestic and foreign research status analysis, the second part introduces the history of the network advertising Banner, and then analyzes the advantages and disadvantages of the network advertising Banner. In the third part, by analyzing the elements of Banner, copy design, dimension, image type and so on, the author thinks that the characteristic of Banner is its unlimited, interactive and multi-media. Part 4th analyzes the needs of the audience and the strategic awareness that business owners should have in the background of the Banner features of online advertising. Part 5th, Combined with the theory of this paper and my practical experience to summarize the network advertising Banner creative ideas.
【學(xué)位授予單位】：湖北工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：J524.3

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