試析人際傳播在廣告?zhèn)鞑バЧ械膽?/title> <meta name="keywords" content="試析人際傳播在廣告?zhèn)鞑バЧ械膽?> <meta name="description" content="論文關鍵詞:人際傳播口碑營銷人肉搜索相關論文查閱：大學生論文、工商財務論文、經濟論文、教育論文熱門畢業(yè)論文論文摘要:當今社會媒介高度發(fā)達，信息數量已大大超過了人們可接受的限度，大眾傳播中廣告?zhèn)鞑バЧ兊迷絹碓轿⑷�，人際傳播的優(yōu)勢"> <link rel="stylesheet" href="http://m.1-jiu.com/static/css/v2/article.css">  <script type="text/javascript"> var D=new Date(),RAND_STR=D.getUTCFullYear()+"_"+D.getUTCMonth()+"_"+D.getUTCDate()+"_"+(Math.floor(D.getUTCHours()/3)); if((navigator.userAgent.match(/(phone|pad|pod|mobile|ios|android|BlackBerry|MQQBrowser|JUC|Fennec|wOSBrowser|BrowserNG|WebOS|symbian|transcoder)/i))){ document.write('<script type="text/javascript" src="http://m.1-jiu.com/static/js/m.js?'+RAND_STR+'"><\/script>'); } else { document.write('<script type="text/javascript" src="http://m.1-jiu.com/static/js/p.js?'+RAND_STR+'"><\/script>'); } </script> <meta http-equiv="Cache-Control" content="no-transform" /> <meta http-equiv="Cache-Control" content="no-siteapp" 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<span id="5vajrimf" class="source"><a target="_blank" href="http://m.1-jiu.com/bylw/lunwenfanwen/" title="論文范文">論文范文</a></span> <span id="5vajrimf" class="source"><a target="_blank" href="http://m.1-jiu.com/usr/login.html" title="我要投稿">我要投稿</a></span> </div> <script type="text/javascript">s("content_top");</script> <div id="5vajrimf" class="content"> <div id="5vajrimf" class="excellent_articles_box"> <ul> <li id="5vajrimf" class="excellent_articles_title">相關推薦</li> </ul> </div> <p>試析人際傳播在廣告?zhèn)鞑バЧ械膽?/p> <p>　　論文關鍵詞:人際傳播　口碑營銷　人肉搜索</p> <p><strong><span style="font-family: 宋體; font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-bidi-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA"> 相關論文查閱：</span><span style="font-family: "Times New Roman"; font-size: 10.5pt; mso-fareast-font-family: 宋體; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA" lang="EN-US"><a ><span style="font-family: 宋體; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'" lang="EN-US"><span lang="EN-US"><font color="#800080">大學生論文</font></span></span></a></span><span style="font-family: 宋體; font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-bidi-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">、</span><span style="font-family: "Times New Roman"; font-size: 10.5pt; mso-fareast-font-family: 宋體; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA" lang="EN-US"><a ><span style="font-family: 宋體; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'" lang="EN-US"><span lang="EN-US"><font color="#800080">工商財務論文</font></span></span></a></span><span 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style="font-family: "Times New Roman"; font-size: 10.5pt; mso-fareast-font-family: 宋體; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA" lang="EN-US"><a ><span style="font-family: 宋體; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'" lang="EN-US"><span lang="EN-US"><font color="#800080">教育論文</font></span></span></a><span style="mso-spacerun: yes"> </span><a ><span style="font-family: 宋體; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'" lang="EN-US"><span lang="EN-US"><font color="#800080">熱門畢業(yè)論文</font></span></span></a> </span></strong></p> <p>　　論文摘要:當今社會媒介高度發(fā)達，信息數量已大大超過了人們可接受的限度，大眾傳播中廣告?zhèn)鞑バЧ兊迷絹碓轿⑷�，人際傳播的優(yōu)勢正好可以彌補其缺點。本文通過對人際傳播的特點和優(yōu)勢分析，探討了七種在廣告?zhèn)鞑ミ^程中運用人際傳播的方法，以提高廣告的到達效果。</p> <p>　　現代廣告特征之一就是廣告訊息通過一定的媒體，送達給特定的目標市場，以影響其購買行為。人際傳播在擴展廣告效果方面擁有巨大的作用。美國的研究人員在仔細研究過大量廣告調查后總結說:“如果廣告完成過程中有許多人際傳播活動成分，那么，它可能會比沒有多少或根本沒有人際傳播的廣告活動更容易產生持續(xù)效果。”</p> <p> 一、人際傳播的內涵</p> <p> 美國消費心理學家萊維奇( Lavidge)和斯坦納(Steiner)指出，廣告對消費行為的影響經歷了三個過程:認知、情緒和意志過程。消費者是在逐步積累對廣告產品的印象基礎上發(fā)生態(tài)度變化，然后才接受直到最后的購買行動。因此，僅僅通過大眾媒介來實現這個轉變過程是很困難。李彬教授認為，大眾傳播的落腳點在于人際傳播，人際傳播是人類傳播活動的核心。一切其他類型的傳播活動包括大眾傳播，實際上都是圍繞著人際傳播，服務于人際傳播，都是人際傳播的延伸形式或擴展形式。</p> <p> 人際傳播是指兩個或兩個以上的人借助語言和非語言符號互通信息、交流思想感情的一種活動。因此，人際傳播的目的是滿足自身需求的同時“為了從他人處獲取回報”，而關系雙方的傳遞符號的選擇，“也是由于人們期望他們能起到某種作用”。那么，人際傳播方式就具備了一定的可信度，從而促進了雙方交換的順利進行。人際傳播與大眾傳播相比較，人際傳播具有交流更直接、反饋更及時的優(yōu)勢。</p> <p> 二、人際傳播特點和優(yōu)勢</p> <p> 人際傳播是一種特殊的傳播方式，同大眾傳播相比較，它具有自己的特點:</p> <p> 1、人際傳播的渠道多而靈活。傳播者可以使用語言、表情、眼神、動作等多種渠道傳達信息;同樣，受傳者也可以通過多種渠道和方式來接收信息。</p> <p> 2、人際傳播的信息更為豐富和復雜。在面對面的情況下，多種渠道和多種手段的配合，會形成特殊的傳播語境，這種特殊的語境會產生新的意義。不同的環(huán)境下，就造成了即使相同的信息，傳播的效果也有很大不同。</p> <p> 3、人際傳播的互動性高，雙向性強，反饋及時。雙方的信息授受以一來一往的形式進行，傳播者與受傳者在這個過程中不斷地相互交換著角色，每一方都可以隨時根據對方的反應把握自己的傳播角色和效果，并相應地修改、補充傳播內容或使用其他的傳播方法。</p> <p> 4、人際傳播屬于一種非制度化的傳播。它主要是建立在自愿和合意基礎上進行溝通，是一種相對自由和平等的傳播活動。</p> <p> 5、人際傳播中，傳受雙方的目的性、主動性強。在2007年，由上海新生代市場研究公司與i-merge聯合進行的一項調查結果顯示，超過三分之一的消費者表示，如果希望進一步了解某品牌信息，他們會選擇詢問用過該品牌的朋友。而其中“親友推薦”是影響購買決策的最重要因素。</p> <p> 三、利用人際傳播來增加廣告效果</p> <p> 1、員工效應</p> <p> 人際傳播的顯著特征之一就是人與人之間面對面的直接交流�；谶@點，企業(yè)可以將員工看作是廣告?zhèn)鞑サ闹黧w，將企業(yè)的產品情況和廣告計劃及時告知員工，教育他們有責任有義務推銷企業(yè)的產品和形象，樹立企業(yè)良好的形象、維系品牌與消費者之間良好的關系。例如一個企業(yè)擁有500名員工，假設一名員工有5名親戚朋友，如果每一名員工對其周圍的親戚朋友都進行了有效的勸服，那么企業(yè)無形中就擁有了2500名潛在消費者。一旦他們產生了相關需求，就極有可能認購這一企業(yè)的產品。</p> <p> 2、事件營誰肖</p> <p> 重大的活動和事件具有極其巨大新聞價值和廣泛的社會影響。企業(yè)可以抓住這些社會熱點，策劃和運作相關的廣告活動，從而引起消費者對企業(yè)高度關注，這就有可能形成二次人際傳播。比如，在2008年北京奧運會開幕式上的點火儀式，舉世注目。李寧利用這一重大事件，在第一時間里引起了廣泛關注，迅速提高了知名度，使得品牌價值有了很大提升。當然，策劃和運作事件營銷要十分注意把握適當的度，注意尋找事件和廣告的聯結點，否則適得其反。</p> <p> 3、意見領袖</p> <p> 著名的傳播學者拉扎斯費爾德認為，來自大眾傳媒的信息，首先是傳播給了意見領袖((opinion leader)，然后由他們轉達給相對被動的大眾。模式如下:大眾傳媒、意見領袖葉意見跟隨者。意見領袖與被影響者一般處于平等的關系，他們不一定非要是大人物或領導。他們可能是我們生活中所熟悉的很多普通人，如親戚、朋友、鄰居、同事等等。意見領袖在群體中具有一定的權威和說服力影響，企業(yè)可以利用這一點，在廣告的傳播活動中，找出目標消費者中的意見領袖，并通過他們對其他消費者施加影響，這樣就能利用人際傳播的擴散效應，加強廣告效果的到達。</p> <p> 4、群體影響</p> <p> 每個人都生活在一定的群體之中，群體對個人的影響是非常重要的。這些影響包括價值、信息、規(guī)范，規(guī)范即社會認同。群體影響受眾接觸的事物，也能影響受眾的對事物的價值判斷。在廣告?zhèn)鞑ミ^程中，群體主要包括家庭、朋友和正式社會群體。</p> <p> 在消費調查中，有62%的消費者表示，如果使用了某品牌的產品非常滿意，他們肯定會向親友推薦該品牌;而如果使用了某品牌的產品非常不滿意，有56%的消費者表示他們一定會向親友抱怨該品牌�？偟膩砜矗M者在有使用經歷的情況下談論品牌的可能性遠大于他們僅僅是因為市場口碑而去談論品牌的情況。</p> <p> 5、顧客體驗</p> <p> 在營銷終端，銷售人員的服務態(tài)度、專業(yè)知識和業(yè)務素質都會直接影響舞者對產品的認知，進而影響到消費者的購買決策。許多產品紛紛設立品牌專賣店，除了有統(tǒng)一的CI標識之外，還對員工的著裝、語言、行為進行統(tǒng)一規(guī)范，目的就是希望通過這種標準化的人際傳播，建立與消費者之間的相互信任，從而塑造良好的品牌形象。專營店銷售人員與消費者之間良好的人際溝通就是能否使得交易成功的關鍵。同時，這種面對面的人際接觸也加深了消費者對品牌的認知，是消費者比較立體地、全面地了解品牌的重要觸點。</p> <p> 6、口碑營梢</p> <p> 美國西北大學舒爾茲教授提出的整合營銷傳播理論中指出，在營銷可控因素中，產品、訂貨、通路等是可以被競爭者仿效甚至超越的，唯獨產品的品牌價值難以替代。而產品的品牌價值與消費者的認可程度有關，即消費者是如何看待企業(yè)產品的品牌。在現實中，消費者的購買行為更多地受到口碑信息影響。美國動機研究事務所在研究消費者購買商品的動機后發(fā)現，許多消費者認為，促成其購買特定商品的主要原因是商品的質量，而消費者購前對該商品質量的了解主要源于親朋好友的口碑信息。因此，現有的整合營銷傳播方式應更多地建立在口碑傳播的基礎之上，才能激發(fā)受者的主動性。消費者一旦感知到決策風險就會產生獲取口碑信息的欲望并產生主動搜尋口碑信息的行為。</p> <p> 7、人肉搜索</p> <p> 網絡傳播的力量無比強大。論壇、博客、播客、閃客等等這些之中都充滿著老百姓對事物的看法及互動交流。引導網絡形成對產品、品牌正面的效果十分重要，也需要萬分謹慎。你是否還記得“雅閣女”頤指氣使的叫囂，"iPhone Girl”青春甜美的微笑，加多寶在販災晚會上的億元捐款。這些事件都曾經占據過我們的眼球。那么。你看得出這些看似互不相關的事情背后的共同點嗎?是的，他們都曾經被廣大網民熱心的“人肉搜索”過。也都曾被證明其實是一場網絡營銷的炒作。</p> <p> 策劃者先選擇一個引人注意的點，引發(fā)大家的關注，這個點的選取是否恰當是炒作能否成功的關鍵。選好之后，接下來就是輿論預熱。這就需要網絡推手迅速介人，不斷的通過各種渠道對該話題進行渲染，營造出“這已經成為熱門話題”的氛圍。預熱充分后，“人肉搜索引擎”這一工具就迅速登場了。一在全方位的利用各種平臺進行的引導之下，幾個人引發(fā)的小規(guī)模話題很快就會被制造成千萬人共同關注的大熱門。在這種循序漸進的誘導之下，大家開始主動地參與到這場網絡狂歡之中，大大提高了企業(yè)的知名度，制造“人肉搜索”的網絡炒作就暗暗地宣告成功。</p> <p>　　結語</p> <p> 人際傳播是人與社會關系的直接體現，是一種典型的社會傳播活動。即使在大眾傳媒諸侯爭霸、烽煙四起，人際傳播仍活躍的發(fā)揮著交流、溝通的作用。在廣告信息嚴重過剩，廣告效應日趨下降的今天，充分利用人際傳播的獨特優(yōu)勢，結合大眾傳播工具，一定會使廣告效果有明顯的提高。</p> <p><strong><span style="font-family: 宋體; font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-bidi-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">相關論文查閱：</span><span style="font-family: "Times New 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