Analysis Of Microfilm Advertising And Consumers' Brand Experiences

When consumer is choosing to purchase goods is no longer just focus on the function of commodity benefit and practical value,goods requires not only has the practical value is also required to provide an emotional benefits to consumers to help consumers when shopping for a better choice,it also requires marketers to give consumers a good brand experience.Injecting brand value is a process,which needs to give consumers some information to make them understand.With the development of commodity economy,the increasingly innovative communication technology is bringing new surprises to people.Since 2010,micro film advertising has been widely used as a marketing tool.As a microfilm advertisement that can not only provide an attractive story but also occupy users'time,it has quickly attracted a large number of users.Microfilm advertising has become a hot spot for brands vying for consumer attention.However,all development is inseparable from the consumer,how to attract new consumers,retain fixed consumers,how to provide consumers with better consumer brand experience,this has become all micro film advertising producers and brand owners must face the problems.The research methods used in this paper are case study,qualitative study,questionnaire survey and interview.In the second part,"the effect of microfilm advertising on brand experience",case study method is applied to analyze the sensory,achievement,emotion,spirit and spiritual experience brought by brand experience to consumers' psychology by combining specific cases of different fields and brands.In the third part of the practice of "microfilm advertising to enhance consumer brand experience way" is used in the interview,ask some consumers to select the goods of reason,microfilm advertising message whether brand value and brand in the consumers,mind has the same impression,and microfilm advertising to present the content of the next time will become consumers choose the brand products in reason,summed up the micro film advertising in the process of production of brand products and consumers the value of precise positioning,selection of matching symbols and adapted from three aspects of narrative and logical structure.At the end of the paper,data feedback of audience responses is sorted out in combination with questionnaires,After audiences watch microfilm advertisements,relevant questions are answered and the results are compared with the expectations of brand communication.It is concluded that the brand image easy to appear in the process of enhancing consumer brand experiences should be consistent,attention should be paid to avoid the repeated use of the form of microfilm advertising,transmission symbols that may be misinterpreted by consumers and the three aspects of microfilm hero selection.