The New Media Era Of Micro Film Advertising And Marketing Research

According to new statistics, there are over 0.6 billion netizens in China. Nowadays,everyday life is tightly wrapped by Internet under which each individual is not only a branch but also a hub connecting with others.In the era of new media, the way people accept and diffuse information of various types has been gradually changed because of Internet. With the development of information technology, microfilm advertising as an artwork of times comes into being combining fragmentation and film features. It is also a new field cultivated by sensitive adpersonins in fierce competition. Recently years, online advertising obtains an outstanding performance focusing on the establishing cultural connotation of enterprises ’brand. All the advertisements integrate the cultural concepts of companies with current information technology, pay more attention to audience’s feelings, abandon nonreversing publicity and turn to Internet. Since its emergency in 2010, micro film advertising has widen its road with dramatized content structure, cinematic manifestation pattern and rapid marketing mode within 5 years. Micro film advertising grows quickly for a series of reasons, such as technic support provided by new media,protection offered by the times, continuous exploration of adpersonins, needs of advertisement market and concerns and participation of audiences. Through interacting with audience, micro film advertising mainly relies on micro blog as its spreading platform and utilizes diversification of diffusion to realize marketing mode, which have given a big shock to traditional advertising marketing pattern. A characteristic of micro film advertising is audiences ’spontaneous focus via natural feelings. The definition of micro film advertising in China is not clear. All the researchers still summarize the classic cases; therefore, the development prospect of micro film advertising still has a long way to go. Meanwhile, the development of micro film advertising will face both opportunities and challenges. This paper analyzes the background of the times, sums up the development history of micro film advertising in the era of new media and explains its features. Owing to its nature of business, marketing is what should be paid more attention to. This paper will focus on the marketing features and modes of micro filmadvertising, strive to find the solutions and strategies and hope make some theoretical contributions to its development.