Study On The Internet Customized Advertising Drama In China

In recent years, the media environment is increasingly diversified. On account of the New Media, a great amount of transformation is generated in media habits and psychology of audiences, and role of audience changed accordingly, the traditional mode of advertising communications has been unable to meet the demand. With the rise of the internet video, mode of advertising communications have broken new ground due to the appearance of advertisement in internet videos. The Internet Customized Advertising Drama emerged in consequently, the majority of which are well-made, popular and profitable. By the reasons of exquisite production, emphasizing in artistry and entertaining, Internet Customized Advertising Drama is able to be accepted more easily, and form Secondary Spread virally so that expressing Brand Connotation and Enterprise Culture deeply. Internet Customized Advertising Drama is an organic combination of traditional media and new media, which have characteristics of excellent interaction with audience, integration of fragmented spare time and flexible choice of broadcasting, and it ’ s more suitable for future “Integration of multiple screens” developing pattern of Media Convergence. Meanwhile, as internet technology becomes mature and hardware conditions are improved gradually, there is broad development prospects of Internet Customized Advertising Drama along with the quantity of user are increasing. As one of the major form of internet video advertisement, Internet Customized Advertising Drama is still in its early stages. However, it shows trends that Internet Customized Advertising Drama have become main current of advertisement model with rapidly developing recent years, and is received a favorable reception by advertiser for its integration of Media and Marketing. The Internet Customized Advertising Drama is a trend that develops advertising in new media environment, it believed that benign and orderly industrial chains can be formed with the concerted efforts of all participants, in order to win by content in multiple screen entertainment environment and gain recognition of the industry and audiences and achieve good economic results and social influences.This thesis analyzes the Internet Customized Advertising Drama which broadcasting as series drama, and summarize its developing process, characteristics and advantages. By the means of discussing excellent cases combining with theories of Communication, Advertising, Psychology and Marketing, attempting to explore the way among the past achievement for future and getting better communication effects. In addition, it aims to detect the deficiency of Internet Customized Advertising Drama and present corresponding strategies by analyzing develop process and current situation. Thereafter, it discusses how Internet Customized Advertising Drama can develop substantially in intensified competition, and achieve the balance between economic performance and social benefit.