微电影、小情调、大品牌——从益达的微电影广告说起

Micro Film, Small Mood and Big Brand——Analysis on Micro-film Advertising of Extra

随着微时代的来临,广告行业正面临巨大变革。首先,本文介绍了微时代下微电影广告的崛起;其次,本文以益达的微电影广告为例,剖析了益达是如何利用微电影广告制造出不一样的情调的;最后,本文指出了益达利用微电影广告进行情调营销对于中国企业的两点启示。

With micro age to come, advertising industry is facing great changes. Firstly, the paper introduces the rise of micro-film advertising at micro age. Secondly, based on micro-film advertising of Extra as an example, the paper analyzes that Extra is how to use micro-film advertising to create different mood. Finally, the paper points out two inspirations that Extra uses micro-film advertising to do mood marketing for domestic enterprises.