The Research Of Following Advertising Copy In The Internet Context

With the development of the Internet and the Internet marketing, Following Advertising Copy, a new style of advertising copy and the Internet marketing approach has appeared in recent years.Educational circles have not defined Following Advertising Copy temporarily. This paper has tried to define it:after one brand issuing one or one set of advertising copies with The Tipping Point, other brands issued some new ones by imitating or adapting those original advertising copies. At the some time, some people on the Internet also join it. Following Advertising Copy means advertising copies in this process. Many brand marketers achieve a great marketing effect by using Following Advertising Copy, so Following Advertising Copy also means a new marketing approach.The paper is divided into five parts. The first part expounds the definition of Following Advertising Copy and research methods. The second part analyses some situations of Following Advertising Copy and its audiences. Include its styles, features, issuing platforms, audience characteristics and so forth. The third part analyses some reasons of the Following Advertising Copy boom and points out problems in practice. The fourth part makes some strategies to help brand marketers use Following Advertising Copy felicitously. In the last part, the paper poses the conclusion to Following Advertising Copy.By studying the known, Following Advertising Copy, a new style of advertising copy and the Internet marketing approach different from blindly following other companies marketing methods, is worth spreading and exercising. If brand marketers use Following Advertising Copy on the right way, such as strengthening the cooperation between brands, inviting Internet celebrities to share, strengthening the interaction with people on the Internet and so on, it can help them get a better marketing effect in the fierce competition.