| 基于Internet媒介的体育广告宣传的特征分析 |
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| 引用本文： | 陈德敏,邓龙安.基于Internet媒介的体育广告宣传的特征分析[J].北京体育大学学报,2004,27(3):322-323. |
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| 作者姓名： | 陈德敏 邓龙安 |
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| 作者单位： | 1. 四川大学体育学院,四川,成都,610065
2. 中山大学教育学院体育系,广东,广州,510275 |
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| 摘 要： | 与其它体育宣传媒介相比,基于Internet媒介的体育广告宣传具有直接交互、灵活性大、成本低、效率高的优势,和宣传有效性难以准确估量、容易引起宣传混乱、宣传信息不能传达到某些特定消费群体的局限性;基于Internet媒介的体育消费群体的特征可概括为受过大学教育的、年龄在18～34岁之间的、以男性为主的消费群体.
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| 关 键 词： | Internet媒介 体育广告宣传 体育消费群体 体育产品 Internet 宣传媒介 体育广告宣传 特征分析 Based Advertising Sports Characteristics 男性 年龄 大学教育 消费群体 宣传信息 宣传有效性 优势 效率 成本 活性 直接交互 |
| 文章编号： | 1007-3612(2004)03-0322-02 |
| 修稿时间： | 2003年10月17 |
Analysis of the Characteristics of Sports Advertising Campaign Based on Internet |
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| CHEN De min ,DENG Long an.Analysis of the Characteristics of Sports Advertising Campaign Based on Internet[J].Journal of Beijing Sport University,2004,27(3):322-323. |
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| Authors: | CHEN De min DENG Long an |
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| Institution: | CHEN De min 1,DENG Long an 2 |
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| Abstract: | Compared with other media, sports advertising campaign based on the Internet possesses its advantages, such as direct interaction, high flexibility, low cost and high efficiency, as well as limitations. For example, its effectiveness is hard to accurately measure; it easily causes chaos and the messages can't reach certain consumers. We can sum up the characteristic of sports consumer as college educated, aged between 18 and 34, and men as the main part. |
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| Keywords: | Internet media sports advertising campaign sports consumer sports product |
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