A Study On The Brand Propaganda Mode Of The Micro Movie Marketing

The advent of the new media era,the developing of digital transmission mode,and audience “fragmentation” trend has changed the way of people using media.Extensive use of Micro-blog,Micro-message and other social utility,that means the era of micro is coming. Because people’s “zero tolerance”attitude with traditional advertising. With traditional media as the intermediary advertising has received audience’s resistance. The advertising industry find a different way,turn to base on network and other new media,lower production costs and more innovative theme“micro-film marketing”.Because of the micro movie marketing conforms to the habit of people use the media and because of its characteristics of short time received the attention of the advertising people.There are five parts in this essay. The first chapter is an introduction,describes the paper’s background and significance.Then summarize Review based on previous studies on micro-film marketing.In the writing this paper,I use the case study method.Comparative Analysis and literature analyzing. The second chapter summarizes the developed based on the micro movie the definition and characteristics of the micro movie marketing and Micro-film marketing reasons for the rise and development process.The third chapter,from the perspective of communication “5W”to analyze the micro movie marketing model and the model of the difference with other forms of advertising.The fourth chapter from the specific case analysis of this kind of advertising form for transmission of the brand.The fifth chapter according to the present stage lack of micro movie marketing professionals,brand integration,broadcast platform and the dilemma of lax supervision,etc. Put forward the corresponding measures,in order to micro movie marketing towards a more professional steady path of development propose some constructive opinions.