The Apply Research Of Augmented Reality Advertisement Based On The Scean Marketing Theory

Augmented reality advertisement is a new form of advertisement under the development of the augmented reality techniques.This type of advertisement has applied a series kinds of the latest media technology which draws the attention of the public and to be discussed at a certain range.It also leads to the following of advertisers and advertisement companies.In the recent 2 years a large number of the augmented reality advertisement cases have occurred.But behind the flourish of the market is a Contradictory fact that the research of the augmented reality-advertisement is still scarce and in delay,or even in the lack.Thus this essay is a qualitative research about augmented reality advertisement under the Theoretical framework of the scene marketing.After Collated and summarized the concepts such as AR-tech,AR-AD,scene marketing and so on,this research also gathered 56 cases of the AR advertisement.Then analyzed and classified the cases as well.On the basis of all above,this research summarized the basic features of AR advertisem-ent and launched a questionnaire survey about the communication effect of AR advertisement.The statistical samples of the questionnaire survey was used to analysis the frequency characteristics of the Audience's backgrounds and their attitude.The Statistical samples were also used to analysis the Relevance between the Audience's backgrounds and the communication effect of AR advertisement.After that,this research has compared the AR advertisement with other advertisement forms of scene marketing.On which this research not only deducted the guidance of scene marketing theory on AR advertisement,but also concluded the promotion of AR advertisement on scene marketing theory.In the end,this essay summarized the AR advertisement industry,then analyzed its dilemma of technique and channel with the Corresponding advices.