The Research On Ad Audience Under The Background Of Media Convergence

With the development of digital communication and network technology, information communication method and media communication trends to diversity, media convergence has become an unstoppable trend and reality. Advertising, which has always been inextricably linked with the media, information communication and media communication of the continuous form of advertising communication will inevitably lead to a rich form of advertising media and advertising shape changes in living patterns, concrete manifestation of this change in:advertiser diversity, advertising contents information, integration of advertising media, ad audience segmentation, advertising effectiveness precision. Marshall·McLuhan thinks that the medium, as the human being's extension of the electronic media, is beyond time, space and extend people's sense of vision, hearing and touch. Paul·Levinson has put forward to "human nature tendency" of the media evolution in digital age, and strengthens the audience central position of media development and information communication. In the context of media convergence, in the 21st century, the mass audience trends to subdivision, and gradually gives birth to the consumer as the center, starting from the needs of the audience of advertising and marketing concepts. Ad audience research field therefore becomes a very important part. In the context of media convergence, simply relying on the "uses and gratifications theory" has not fully explained the relationship between advertising information communication and purchase behavior in the digital age. Massive information storage, and information search and experience sharing have never been such an important and convenient. AISAS theory is to do a more complete summary. Generally, structure analysis, behavior analysis, social and cultural analysis are three points of view in ad audience research. Among them, the change of ad audience behavior is the most obvious and direct, also reflecting changes in the core of ad audience. This article as a starting point of the traditional media and new media during the period of the behavioral characteristics of ad audience, that the media in the background of ad audience behavior change can be summarized as the following three aspects. First, the media contact behavior from monotony to abundance. Second, the behavior of information acceptable from passive to active. Third, consumer behavior from offline to inline. In addition, based on the overall analysis, this paper focuses upon this group of 80 selected as the main object of study. Because, the generation who were born between 1980 and 1989 is a very unique group, they had no electronic products when they were young, and they are the first ones to touch the new technology and they are the generation of showing teenagers personalities, after China comes into the new age of information. By 2010,80s generations have been already thirties. Their abilities of acceptance the new things are better than the previous generation. Relative to the next generation, they have already been the spending power. Their growth in a unique environment, out of special psychological, behavioral and consumer values and their spending power, will change Chinese overall consumer trends and the consumption structure of Chinese families. In a certain sense, may be the 80s generations would determine the fate of Chinese enterprises for decades in the future. Last, There are six strategies of advertising communication based on the environment of media convergence for the research of ad audience in the new period. First, audience is the center of advertising communication. Second, ad media comes into convergence. Third, emphasized the ad contents innovation. Fourth, highlight the interactive communication. Fifth, cultivate the audience's advertising literacy. Sixth, maintain audience interests. The aims of this paper, on one hand, the author try to make the launching theory of ad audience used in the Chinese advertising industry more maturely, broadly and effectively. Elaborate functions and effects of advertisement better. On the other hand, the author hopes this research can arouse a wider recognition and inspire more experts and scholars devote to the ad audience research, and thus to form a more mature theory.