| In the 21 st century,the main attention of consumers gradually shifts to new media,and the traditional marketing communication model has a lower return on investment.In 2015,the growth rate of internet advertising reached 37.5%,while the growth rate of mobile internet advertising was as high as 105.5%.Based on the analysis of the status quo of domestic and foreign mobile Internet new media research,this article adopts the comprehensive application of literature analysis,case analysis,and investigation and analysis methods,with the help of the classic integrated marketing communication theory,AIDA model theory,and the accumulation of advertising effects.Factors theory,positioning theory and other representative theories have studied the integration and application of traditional media and new media,especially WeChat advertising,in the process of marketing communication.Through the statistical analysis of hundreds of representative cases,we have summarized some experiences in how the forms and contents of copywriting in the WeChat circle of friends can make it easier for the audience to read,pay attention to,forward and improve the exposure rate and sales conversion rate.The paper elaborates the arguments of the article through three parts.The first part is the basic theory part.It mainly introduces the significance and background of the research,as well as domestic and foreign scholars on the integrated marketing communication(IMC),mobile Internet new media and WeChat advertising related research,and elaborated research methods,introduced the relevant concepts and theories.The second part is the analysis of the necessity and feasibility of the company's advertising campaign for WeChat friends.Based on the explanations of the meanings,characteristics,and textual writing rules of the new media marketing communication on the mobile Internet and the WeChat circle of friends,the necessity and feasibility of the analysis are analyzed.Because the advantages of advertising in WeChat's circle of friends are obvious compared with other forms of communication,it is necessary and feasible to promote a variety of forms and implement them easily.The third part is the core part of the thesis research.Taking the example of more than one hundred WeChat ads and marketing communication examples of HY,the conclusions are as follows: 1.New media and traditional media each have their own advantages and disadvantages.The innovative use of WeChat circle of friends and traditional media integrate marketing and marketing to achieve better communication results..2.Wechat advertisements are highly time-sensitive,and advertising effectiveness has developed parabolically over time and ad volume.3.Through in-depth research on the common problems and optimization strategy of WeChat friends' advertising exposure and WeChat advertising effectiveness optimization strategies,find out the rules and guide practice.The innovation of this article is that there are many current researches on the application of WeChat,but there are few researches on the specific optimization strategies of We Chat advertising,such as improving the exposure rate,precise orientation,advertising optimization,and so on.Sub-domains have certain improvements and supplements,and this has important guiding significance for the practice of advertising. |
