Advertising Effectiveness Research Under Media Convergence

With the rapid development of media technology, new forms of media constantly come into being, traditional media have being suffered a huge user drain. Thus, the four traditional media newspapers, magazines, radio and TV, which represent the traditional media, have being forced to constantly expand their territory towards new media'. The boundary between traditional media and new media is gradually blurred, which supplies possibility for the further fusion of the different media. Three major driving forces:media technology, market demands together with the certain necessity of economic interests promoted the emergence of an unprecedented significant trend during the development of media---Convergence. Regarded as the revolution of the world media sector, the trend of Media Convergence quietly and quickly spread from the new century and now has being much concerned all global countries.Media convergence has made great impact on media form and attribute, the media industry, as well as the global communication environment. Be carried by the converging media, advertisements come into a fresh times in which its communication and the realization of effectiveness might be affected to show some new features. On the one hand, more and more new media are constantly invented and widely used, as the types multiply, their functions are also improving. with kinds of communication carriers and media combinations, advertising time and space to achieve a cross, cross-media communication, advertising reach and awareness greatly enhance the degree of psychological effect; At the same time, the media and optimize resource allocation, and further promote sales, reduce advertising costs; with a variety of new media, advertising on the community as a whole culture and values of the guidance and interference function more fully, will help accelerate the development of new favor of social values, consumption and the formation of the modern way of life. Conversely, advertising information dissemination capacity enhancement, the attention of consumers is very limited. Flood of information in front of potential customers inside the functions of various selection mechanism will be significantly enhanced, selective attention, selective perception, selective memory and so would weaken the psychological effects of advertising; media diversity again the process of media advertising Selection and combination of strategies put forward higher requirements, media monitoring costs have increased; with powerful new media, advertising communication channels more directly, the effect is more obvious, the "gatekeeper" of media mechanism of weakening or even absence, to the ad dissemination of bad information and ideas so will the overall attitude of society, and values have a negative impact. In response to the new situation of global media development, media convergence must be the background of the impact on advertising effectiveness in-depth research and analysis, and then under the impact of the mechanisms, targeted to take effective measures to achieve the profit and avoid loss, effectively enhance advertising effectiveness purposes.This thesis centers around the hot topic "media convergence", based on the passed research achievements about the specific developing trend in media field, the author starts with a brief introduction of media convergence from angles of meanings, contents, features and some important impact towards media as well as the concerning fields. On the basis of detailed analyses and precise research on the positive and negative factors the media convergence might bring about during the whole process of advertising communication, the thesis aims to explore a number of significant strategies and useful measures to deal with media'converging trend nowadays. Through this statistical research project, civil advertisers in the context of the media convergence are provided more rational theories for conference in making feasible advertising strategies with which it will be possible for more advertisers to take effective measures to draw on advantages and avoid disadvantages, thus succeed in dealing with the new communication surroundings. That's where the thesis'central target, main innovation and realistic significance locate.