The application of mass media on marketing communication_英语论文

摘要

大众媒体与营销传播之间具有密切的联系。当今社会上广泛使用的大众传媒渗透人们生活的各个方面。同时大众传媒也推动经济的发展。人们作为消费者可以通过媒体了解产品信息，从而选择并购买。而营销传播则是运用各种手段实现与消费者的有效沟通，因此大众媒介在市场营销传播中是必不可少的。本文主要是关于大众媒体如何应用于营销传播，分析大众媒介在营销传播中涉及的方法，通过这些手段对传播信息效果产生的影响，总结大众媒体在营销传播中的重要性。

关键词：大众传媒；市场营销传播；应用；消费者

Contents

Introduction 1

1. The Definition of Mass Media and Marketing communication 2

1.1 The Definition of Marketing Communication 2

1.2 The Definition of Mass Media 2

1.3 The Relationship Between Mass Media and Marketing Communication 2

2. The Influence of Mass Media and the role of Marketing Communication 3

2.1 The effect of mass media 3

2.2 The role of Marketing Communication 3

3. The Application of Mass Media on Marketing Communication 4

3.1 The Application of Advertising 4

3.2 The Application of the Internet in Marketing Communication 6

3.3 The Application of Newspapers and Magazines on marketing communication 7

3.3.1 Newspapers 8

3.3.2 Magazines 8

3.4 Auxiliary Media 10

3.4.1 Outdoor media 10

4. The Effect of Mass Media on Marketing Communication 10

4.1 The Advantages of Mass Media 11

4.2 The Influence of Mass Media on Channels of Marketing Communication 11

5. The Impact of the Two on the Economic Field 12

5.1 The Impact of Market Communication on Economy 12

5.2 The Influence of Mass Media on Economy 12

5.3 The Combination of the Two Effect on Economic Field 13

Conclusion 13

Reference 15