摘要
本文通过对新广告媒介的界定,介绍了新广告媒介的几种类型,分析了它们涌现的技术、社会、商业原因,归纳了新广告媒介具有的共同特征,指出新广告媒介的出现为广告人拓展了创意空间,也为广告主进行多重传播、优化媒介投放策略、全方位塑造品牌提供了可能。
The paper introduces several sorts of new advertisement media, analyzes the causes of their emergence and summarizes the common features. The paper points out that the rise of the new advertising media helps expand the originality space for the advertisers and also make the following possible： multi diffusion, optimization of placement strategy and all-around brand shaping.
出处
《新闻界》
CSSCI
北大核心
2007年第4期133-134,共2页
Journalism and Mass Communication
关键词
新广告媒介
互动化
个性化
new advertising media interaction personallzation
