Study On The Communicating Effect And Optimization Of Micro Film Advertising

The development of mobile communication technology and new media application technology has brought people into a fragmented era.Under the constraints of the psychological demands of information fragmentation and entertainment,as well as the restrictions on entertainment and advertising,a new form of advertising--micro film advertising emerges at the right moment.Compared with traditional advertising,micro film advertising,which is based on Internet platform,the precise positioning,topic,interactive and flexible communication even more popular,although from birth to now only less than ten years,but have produced many excellent works,quickly grow up to be a popular means of marketing,popular with advertisers and the audience.In this paper,different age groups of audiences were selected to explore the current audience's recognition and contact degree of micro film advertising and the communication effect of micro film advertising through the form of questionnaire survey,in order to understand the communication status of micro film advertising.Based on the theories of communication,advertising and marketing,this paper adopts qualitative and quantitative research methods.First comb the birth of the concept of micro film advertising,background,development stage and edge features,and then using a questionnaire to obtain the respondents degree of recognition on micro film advertising,contact and relevant data of micro film advertising communication effect,puts forward the four hypothesis,and research on the use of SPSS analysis data to verify the hypothesis that the audience at present of micro film advertising,the definition of the concept of fuzzy,high degree of the respondents to the micro film advertising have higher resolution and micro film advertising attitude and more positive;The way of media use influences the audience's exposure to micro film advertisements.Women have a more positive impression of the brand in micro film advertisements than men.Audiences prefer the themes related to family and friendship,which are less than 6 minutes long,with vivid plots and strong creativity.After that,this study focuses on the analysis of three micro film advertisements,and points out their success and shortcomings in communication.Finally has analyzed the factors that influence the effect of micro film advertisement mainly include: content of the story level,degree of implant products,production of fine degree,transmission channel of the diversification degree,brand popularity,and on how to improve micro film advertising communication effect Suggestions are given: to carry forwardthe mainstream values,reflect the cultural connotation;Integrated marketing to achieve three-dimensional communication;Win with quality,pay attention to the diversification of content structure;Increase interaction and build effective feedback mechanisms.