花开别样红,由《生理穿越指南》说起——微信营销广告“三画”谈

THE RED FLOWER,FROM "PHYSIOLOGICAL TRAVERSING GUIDE" ——SPEAKING OF MICRO CHANNEL MARKETING ADVERTISING "THREE PAINTINGS"

集多样性、快速化、高价值、低密度四种特性为一体的大数据时代已经到来,互联网和信息行业的发展尤其不容小觑。互联网的开放性和互动性让广告营销的形式已经不仅仅拘泥于电视、书刊等传统媒介,有着庞大用户数量的微信公众平台也成为广告营销的有效新手段。本文在界定微信营销和"广告三画"的概念基础上,以《生理穿越之南》这篇广告文为例,着力研究了插画、漫画和动画在微信营销广告中的重要作用、"三画"在微信广告营销中的多样性及其趋势,探析了"广告三画"在微信营销中存在的主要问题,旨在为微信营销多样性的建设和发展提供参考和借鉴。

With four characteristics of diversity, rapid, low density, high value, the big data era has come. The development of internet and information industries should not be underestimated. The openness and interactive of the Internet makes the form of advertising marketing is not limited to traditional media, such as television, books and other traditional media, and it has a large number of users of micro channel and it has become an effective way of advertising and marketing. On the basis of defining the concept of micro channel marketing and advertising three paintings, this paper takes ＂the southern part of the physiological＂ as an example, which is a case study of the tension effect and the trend of ＂three pictures＂ in micro channel advertising.