Advertising Marketing Communication Strategy under the Background of Media Convergence-Based on the Generation after 80s Advertising of Audience Behavior Changes

摘要

With the continuous development and spread of computer technology, information technology and network technology, the media convergence formed gradually, which makes the advertising industry has undergone tremendous changes. This paper analyzed the characteristics, causes and trends of media contact behavior and information received behavior and consumer behavior of post-80s under the background of media convergence. And it proposed mode of transmission of converged media, advertising content' innovative models, the use of new media prominent feature of open advertising. Audience interaction and to enhance literacy training of advertising audience and make the products and brands are accepted by AD audience in the new advertising strategy materials environment.