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摘 要随着移动媒体终端的普及应用，越来越多的人通过电子阅读获得资讯信息。传统媒体行业，如报纸、杂志等也开始攻占了移动媒体终端，而以iPad为主导的平板电脑移动媒体终端，是报纸、杂志电子化转型的主要阵地。作为盈利支柱的广告业务和广告设计与此同时也面临着如何更好的适应移动媒体的挑战。本文的研究目的是为了更好的实现交互广告在iPad电子杂志上的植入，以此来提升广告效果和受众的广告态度。通过文献研究、实验调查、问卷调查和案例分析等方法,对iPad功能特性、电子杂志的特点进行了研究，提出了iPad电子杂志交互广告植入设计模型，
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其方法模型包括广告投放植入到广告效果测量的四个环节：用户定位；交互广告的植入时刻与方法；植入交互广告的形式；交互广告植入的效果测量。该方法模型在理论和应用价值上，都将对移动媒体终端的交互广告设计提供参考依据。论文的结论将对相关电子杂志的广告设计和植入提供有益帮助。40262
毕业论文关键词：移动媒体终端；iPad；电子杂志；交互广告；广告植入
Abstract With the popularization of mobile terminals, more and more people has get information through electronic reading. The traditional media industry, such as newspapers, magazines and other media also captured the mobile terminal, and led to iPad tablet computer, mobile terminals, It is the main position of electronic magazines and newspapers, transformation. As advertising and advertising design are also faced with how to better adapt to the challenges of mobile media at the same time the profit pillar.The purpose of this study is to realize the implantation of interactive advertising in iPad electronic magazine better, so as to enhance the effect of advertising and the advertisement attitude. Through literature research, experimental investigation, questionnaire survey and case analysis, the characteristics of iPad features, the electronic magazine has studied, and put forward the iPad electronic magazine ads interactive design model,The method includes advertising model into four aspects of measuring advertising effectiveness: user location, implantation time and method of interactive advertising, interactive advertising in the form of implantation, measuring the effects of interactive advertising implants. The model in theory and application, the interactive advertising design of mobile media terminal to provide reference. The conclusion will be related to the electronic magazine advertising design and implantation to provide useful help.
Keywords: Mobile terminals; IPad; Electronic journal; Interactive advertising; Advertising
目 录
摘要Ⅰ
Abstract．Ⅱ
第一章 绪 论．1
第一节 选题的背景和意义1
一 选题的背景1
二 选题的意义1
第二节 研究内容、创新点与方法2
一 研究内容2
二 研究创新点3
三 研究方法3
第三节 论文研究框架4
一 研究框架图4
二 框架图分析5
第二章 移动媒体交互广告概述6
第一节 交互广告6
一 交互广告的定义6
二 交互广告与传统广告的比较6
第二节 移动媒体广告7
一 移动媒体与移动媒体广告的界定7
二 移动媒体广告的特点7