Communication Effect Research Of WeChat News Feed Ads On College Students

The continuous progress of science and technology leads to the change of the structure of media.In the era of new media,many factors drives the naissance of the News Feed Ads such as the big data,the fragmentation of information,the mobility,and ect.At the beginning of 2015,WeChat News Feed Ads appeared,as an important tool for marketing.Tt is a popular form of advertising at present,relying on these advantages,for example accurate positioning,strong interaction,audience's active choice,high exposure.College students who love fancy things have shown great enthusiasm for WeChat News Feed Ads.As one of the most advanced and effective ways,WeChat News Feed Ads have an a profound influence on undergraduates.This paper investigated the influence of College Students'cognition,memory,attitude and behavior on WeChat News Feed Ads.The study found that college students have good contact with WeChat News Feed Ads,but they Can't remember all of the contents of advertisements.Undergraduates have an neutral attitude towards WeChat News Feed Ads.And WeChat News Feed Ads make a small effect on students'behavior.In view of the above research results,this paper puts forward three strategies for improving dissemination effect:strengthening the accuracy of launch,enhancing the experience of user,optimizing the creativity of advertising.These measures provide a direction for promoting the propagation effects of WeChat News Feed Ads.