网络游戏的植入式广告策略.doc

网络游戏的植入式广告策略
指导老师:尹亚辉
作者:郑志锋
目录
中文摘要………………………………………………………………………..(I)
英文摘要………………………………………………………………………..(I)
引言………………………………………………………………………..……(1)
1网络游戏植入式广告的概念及现状………………………………….………( 1)
…………….…………………………………(1)
………………………………………….…….(1)
2网络游戏植入式广告的形式…………………………………………….……(2)
…………………………………….….…(2)
…………………………………..……….(3)
3网络游戏植入式广告的优劣势分析及其对策…………………..…………….(4)
…………………………………….………..…(4)
…………………………………….………..…(5)
…………………………………….………..…(5)
4网络游戏植入式广告策略及其制定………………………………..……....(4)
………………………………….……..…….(6)
…………………………….…..……..(7)
6总结…………………………………………………………………………..(8)
致谢………………………………………………………………………….…(9)
参考文献…………………………………………………………………...(9)
摘要
在广告行业日新月异的今天,广告形式已经出现了越来越多的新变化,广告的投放与发布已经不只是限制在传统媒体之上,如今有了更多的广告载体出现在广告主面前。如何选择合适的广告媒体已经成为广告主的重要选择之一。
网络游戏在现代人的生活中扮演了越来越重要的角色,游戏已经不仅仅是人们消遣的一种方式,而且也成为了各大广告主青睐的对象。网络游戏的植入式广告成为广告行业的新形式和新动向,其植入式广告的策略也成为网络游戏运营商和广告主考虑的对象。
本文就网络游戏的植入式广告策略出发,从网络游戏的现状和目标受众分析、网络游戏植入广告的形式、植入式广告策略的制定和网络游戏植入式广告的优劣势分析以及相应的对策是等几方面进行探索。
关键词:植入式广告;网络游戏;广告策略;优劣势
ABSTRACT
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Network in the modern game played in the lives of more and more important role in the game people have not only a form of entertainment, but also e a major target of advertisers favor. -based advertising into the game advertising industry into a new form and new trends, its implantation advertising strategy has e online game operators and advertisers to consider the subject.
This paper into the game on work-based advertising strategy starting from the online games and the status of the t