Study Of Advertising Information Dissemination Based On The Complex Network

In recent years, the application of complex networks has involved in many fields, but theresearch in the application of advertising communication is very few. With the development ofeconomy, people’s consumption level has been advanced as well as their demands for purchasing.However, in the face of increasing product category and brand, how fast pass the commodityinformation to consumers and cause their buying behavior is the key to success. Hence, advertisingacts as a very important role in nature, and the study of advertising communication has a veryimportant value.Firstly, this article applies the complex network into advertising communication and proposesa method of constructing advertising propagation model. In order to break the limitations ofprevious advertising communication in the communication channels, this article combines the masscommunication with the interpersonal communication, based on the idea of small-word mode,constructs the first layer interpersonal network to reflect interpersonal communication ofadvertising and then sets up the second layer of media network to reflect the mass media inadvertising, and eventually forms the advertising communication model of double networkstructure.Secondly, according to the study of advertising propagation mechanism, this article analyzesvarious factors which affect the advertising communication and defines the degree of mediainfluence, the degree of interpersonal influence and media matrix parameters and so on. This articlecarries on a series of simulation by adjusting the parameters. This simulation architecture indicatesthat: the choose of the initial propagation medium, the weight of mass communication and mediaproperties in itself all have some effect on advertising communication. Specific performance: In acertain range, using the combined selection than the single selection is more conducive to thedissemination of advertising; The weight of mass media under the circumstance more than0.5, thehigher the value, the greater will be the degree of advertisement spreading and earlier reaches asteady state;The greater the media coverage rate, the higher will be the advertising communicationdispersion;The credibility of media appears piecewise phenomenon obviously, when credibility islower than0.6or is higher than0.6, the effect of advertisement are almost the same; Mediaadvertising hit rate can play a larger role in early advertising communication, the higher the hit rate,the better will be the advertising communication effect.Finally, based on the above simulation results, this article puts forward three effectiveadvertising propagation strategies:1) Media strategy: advertising media selection and the use ofthem;2) Sponsors post time strategy: the advertising communication strategy will change in theprocess of spreading;3) Advertising interactive strategy: by adding or expanding interpersonalimpact of the ads to promote the dissemination of advertising messages in the propagation process.