The Investigation Of The Advertising Effectiveness Of Commercial Micro-film

This is a age with fragmenting information and fast and easy-grabbed culture. Along with the growing of the popular "micro-culture", a new type of video form micro-film came into being. Meanwhile, the intervention of advertisers, network media, celebrities from entertainment circle, as well as other multi-dimensional bodies, works as a force to promote the rapid development of micro-film. As a result, it becomes a bridging community that combines movie and advertisement, a brand new marketing field with considerable concern. Against the backdrop of no tolerance towards advertisement from audience, the development of commercial micro-film, however, shows a strong momentum, drawing increasing attention in the industry and academia. Therefore, in some sense, the study and the analysis of the current marketing state of commercial micro film and its spread effect, as well as its advertising effectiveness, is of practical significance and research value.This paper is divided into five parts. The first part is introduction. It presents the background and significance of the research, and its content and objectives. The second Chapter is an overview of commercial micro-film. Based on Internet marketing and micro-film, the concept and characteristics of commercial micro-film is defined and classified, while the differences among micro-film, commercial product placement and traditional marketing means are clarified. The third Chapter demonstrates the commercial status of micro-film industry. The discussion about the current state of commercial micro-film industry carries out from five aspects, namely, the industry distribution, marketing mode, the film theme, film length, and its effectiveness.The fourth chapter is about the investigation of the general commercial advertising effectiveness of micro film. The statistics of the amount of playback and the number of comments and the analysis of the content, come from the97samples of commercial micro-film. In this part, the general commercial micro-film advertising effectiveness, the factors influencing audiences’ recognition, emotions, behavioral attitudes and favorable impression are given a further thought. In the fifth chapter, based on questionnaires and online interviews, more in-depth research about practical advertising effectiveness of actual commercial micro-film and differentiating advertisement effectiveness has been carried out. The paper argues that, although commercial micro-film is more popular than traditional advertising, the micro-film itself seems much easily accepted by audience than the advertising/brand effect. The behavior and attitude of audience are also less susceptible to commercial micro-film effectiveness. Overall, if a micro-film wants good marketing results, the key is to balance the plot and product/brand, conforming one to another, and to give an integrated application of multiple favorable impression factors.