| 从口碑营销看二级传播在工告信息传播中的应用策略 |
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| 引用本文： | 严亚,晏菁.从口碑营销看二级传播在工告信息传播中的应用策略[J].广播电视大学学报,2008(2):75-79. |
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| 作者姓名： | 严亚 晏菁 |
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| 作者单位： | 重庆教育学院,重庆,400067 |
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| 摘 要： | 在广告传播实践中，二级传播模式出现了一些应用形式，其中最有名的就是“口碑营销”模式，而二级传播在广告信息传播中有着其他类型的传播形式无法比拟的作用。将口碑营销作为研究二级传播在广告信息传播中的应用策略的切入点，探讨如何更有效地在广告传播实践中发挥舆论领袖的作用，无疑会拓宽理论研究的思路和实践运用的范围。
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| 关 键 词： | 口碑营销 二级传播 广告 舆论领袖 |
| 文章编号： | 1008-0597(2008)02-0075-05 |
| 修稿时间： | 2007年4月5日 |
The Strategies of the TWO-step Flow of Communication in Advertisement According to the Buzz Marketing |
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| YAN Ya,YAN Jing.The Strategies of the TWO-step Flow of Communication in Advertisement According to the Buzz Marketing[J].Journal of TV University(Philosophy & Social Sciences),2008(2):75-79. |
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| Authors: | YAN Ya YAN Jing |
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| Institution: | (Chongqing Education College, Chongqing China 400067) |
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| Abstract: | In the information communication of advertisement,the 2 step flow of communication have more and more form,in which the most well-known is the buzz marketing.The 2 step flow of communication is more effective than any other communication in the advertisement.So,the thesis choose the buzz marketing as the point to study the effect of the 2 step flow of communication in the advertisement,and manage to answer how to make the opinion leader play their role in the procedure,and how to get the better advertisement effect. |
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| Keywords: | Buzz marketing The 2 step flow of communication Advertisement Opinion leader |
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