( 此文档为 word 格式,下载后您可任意编辑修改! ) 毕业论文论文题目: 手机 APP 广告的精准化传播研究 A Study of the munication of Mobile Applications Built-in Advertisement 声明我谨在此郑重声明:本人所写的毕业论文《手机 APP 广告的精准化传播研究》均系本人独立完成,没有抄袭行为,凡涉及其他作者的观点和材料, 均作了注释,若有不实,后果由本人承担。承诺人(签名): 年月日浙江传媒学院本科毕业论文手机 APP 广告的精准化传播研究手机 APP 广告的精准化传播研究摘要:手机 APP 广告能够被内置在成千上万数量的手机 APP 应用程序中,并根据人群(用户使用行为数据库)、 APP 应用程序内容类型、手机品牌机型、操作系统平台、手机价位、地域、投放时间、电信运营商等多重定向维度,将目标受众可能感兴趣的广告或者与目标受众感兴趣的 APP 应用程序内容匹配度高的广告推送到用户的手机屏幕面前,实现对手机用户受众的精准化广告传播。以国内多个在实际市场运营中表现卓越的优秀手机 APP 广告平台为目标案例,本文试图较为深刻地探讨分析品牌广告或效果营销广告被内置在手机 APP 应用程序这一新兴广告平台上的传播精准性,并以此来帮助和劝导企业广告主开阔广告投放媒介的选择思路,使得投放出的广告在最小化成本的前提上实现最大化的传播到达效果。关键词:手机 APP ;广告;精准化;传播 A Study of the munication of Mobile Applications Built-in Advertisement Abstract : A dvertis ements can be built in tens of thousands of number of mobile APP .And according to some directional dimensions like the crowd ( the database of user s' behavior s) ,the type of APP content ,the brand and model of mobile phone ,the platform of operating system ,the price ,the district,the time and the operators ,and so on,it can deliver advertisements,which target audience might be interested inor extremely match the APP content that target audience interested in,onto the screen of users ' mobile phone ,all of these isdone for realizing the munication of advertising with target audience .With target cases that many good domestic advertising platform of mobile APP in the actual market , this paper tries to deeply analyze the precision 浙江传媒学院本科毕业论文手机 APP munication of the brand advertising or the marketing effect advertising that is built-in mobile APP .And it is for help ing and advi sing enterprise advertisers to open the thought of choice sof the advertising media, to achieve the maxi mum effect of advertising in the premise of minim um costs . Key words : mobile APP ; advertisements ; precision ; communication 浙江传媒学院本科毕业论文手机 APP 广告的精准化传播研究目录绪论……………………………………………………………………………………… 1 一、手机 APP 广告的概述…………………………………………………………… 2 (一) 手机 APP 广告的定义……………………………………
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