摘要
21世纪正在进行着一场深刻的行销革命,即从传统的产品功能行销转向体验行销。NI-KE作为体育运动用品的第一品牌在体验营销上一直走在行业的前列。文章通过分析NIKE体验营销策略在电视广告视听语言上的表现方法,以期从战略到战术的执行力上,为当代中国正在推动体验营销进一步向前发展的广告业界探索者提供有益的参考和启发。
An influential revolution is taking plaee in the marketing field. The traditional produet marketing has been ehanged into a kind of experieneing marketing. Nike is the leader of experieneing marketing. This paper analyzes the visual and audio language of the advertisements produced by Nike and attempts to find some meaningful experienee for the Chinese advertisement field.
出处
《湖南大众传媒职业技术学院学报》
2007年第4期38-41,共4页
Journal of Hunan Mass Media Vocational and Technical College
关键词
NIKE
体验营销
电视广告
视听语言
Nike
experieneing marketing
TV advertisement
visual and audio Ianguage
