Research On The Transformation Of Traditional Advertisement Media In The New Media Era

The old and new media integration background,with the prosperity of innovation and information platform for the dissemination of new media technology,traditional media is by virtue of its single communication channel in the media market advantage of integration is a kind of traditional media to continue to play a role in the way and new media.In recent years,TV media as the representative of the traditional media through the opening of new media,new media,micro community integration,leveraging each drainage,benign publicity and other innovative ways to build a new field of public opinion at the same time,it also laid the foundation for winning new media users groups of all ages,this is a useful attempt to traditional media and the integration of new media.Inspired by this,based on the new media television media advertising as an example,in the analysis of the traditional media and new media development current situation,combined with the media theory and the current industry actual situation,proposed to enhance the traditional media and new media influence strategy,hoping to promote the transformation of traditional media in the new media era,in the driving force of innovation for traditional media to find new market position.Aiming at the existing problems of the traditional media,through literature review,comparative analysis and qualitative analysis,in the domestic and foreign traditional media,new media influence strategy to improve the related research results of theory,characteristics and evolution trend analysis based on the analysis of the problems from the macro micro view to the research process the present study attempt to fill the gaps,to solve the problem and improve the innovation scheme.The layer depth,divided into six chapters:the first chapter is an overview of the research,including the research environment,research object and research objective,combs and summarizes the related research status at home and abroad,put forward research ideas clearly,list the innovation of research;the second chapter is a theoretical overview of the influence of new media,is discussed from the definition and function of new media,traditional media development status;The third chapter describes my understanding of the concept of influence,combined with my years of practical experience in the advertising industry,analysis of China's traditional media influence related evaluation system problems;the fourth chapter summarizes the current part of the media in the presence of operational aspects of the strategy In the fifth chapter;TV media advertising as an example,from the title,content,form,time,release position,analysis of the characteristics of TV media advertising articles have high impact,and summarized the TV media advertising to improve the influence of new media strategy;the sixth chapter sums up and prospects of research.