传统媒体广告和网络广告的协同效应及其影响因素探讨

文章摘要

传统媒体广告和网络广告的协同效应及其影响因素探讨

The synergistic effect of traditional media advertising and online advertising and its influencing factors

投稿时间：2017-09-16 修订日期：2017-09-16

DOI：

中文关键词: 整合营销传播协同效应网络广告传统媒体广告

英文关键词: Integrated marketing communication synergistic effect traditional media advertising online advertising

基金项目:

作者	单位	邮编
武丽^*	安徽财经大学	233030

摘要点击次数: 2016

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中文摘要:

互联网的迅猛发展使得网络广告超越传统媒体广告，成为了企业营销的主力军。文章从网络广告和网络媒体广告的差异着手，分析了网络广告和网络媒体广告的协同效应及其影响因素，在此基础上为企业的营销管理提供建议，并指出现有研究的不足及未来研究展望，以期推动国内学者对广告协同效应的研究。

英文摘要:

The rapid development of Internet has made Internet advertising more than traditional media advertising, and has become the main force of enterprise marketing.The article start from the differences of network advertising and media advertising, has analyzed the network advertising and media advertising synergistic effect and its influencing factors, on the basis of the marketing management for the enterprise to provide advice, and points out the shortcomings of existing studies, and future study outlook, in order to promote domestic scholars study on advertising synergies.

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