新媒体环境下的广告过程公关化

Public Relations Tendency of Ad in the New Media Circumstances

随着媒体环境和受众生活方式的变化,传统广告营销的弊端已渐渐地暴露出来,广告信任危机加剧,大众传播媒体的硬广告边际效益下降,广告信息噪音越来越强,媒体购买费不断攀升让广告主发出了"不打广告要死,打了广告死得更快"的哀叹,一支广告打天下的时代一去不复返。广告的创新不仅仅是自身内容的创新,还包括执行方式的创新。现在越来越多的企业在广告运动中利用广告活动的各种元素和资源,运用新媒体把公关活动与广告活动相融合,使广告过程公关化,取得了非常好的传播效果。

Along with change of medium environment and the audience＇life style, defect of tradition advertisement marketing has already gradually emerges, advertising trust-crisis has become worse, mass media hard advertisement＇s limit performance descend, advertising information noise is more and more stronger.The fee for hiring medium continually increase make advertisement owner think that no advertisement will be dead, to advertise die sooner, the ages of an advertisement can seize market has passed.The innovation of advertisement includes not only the innovation of the content but also the innovation of performance method.More and more enterprises make use of various element and resources of advertising in the advertisement activity now, make use of new medium to blend the public relations activity and the advertisement activity.These enterprises make advertisement process become public relations activity in a certain sense and finally obtain very good communication effects.