央视地域形象广告的整合营销传播理论分析——以关键词为例

Analysis of Regional Image Advertising on CCTV with Integrated Marketing Communication Theory: A Case Study of Keywords

地域形象的广告关键词,高度概括该地域的独特资源,传播地域品牌形象。从广告学的整合营销传播理论看,央视播出的各省市地域形象广告,提炼出基于区域现状定位的关键词,配合地域形象视觉识别系统,选择传统媒体与网络媒体双渠道播出平台,进行组合推广,注重与受众的沟通,方便受众获取广告的便利性。但是,也存在地域形象定位浮于表面、形象识别系统层次不清、播出平台分散、不能与时俱进等现象。

Regional image advertisings set up and communicate the region＇ s image by pinpointing the region＇ s unique resources and generalizing them by the keywords. From the perspective of Integrated Marketing Communication Theory, keywords of regional image advertisings of various provinces and cities broadcasted on the CCTV, cooperating with visual identification system, choosing the traditional media and network media platform for combined promotion, are convenient for audience＇ s reception and communication, although the regional image positioning is ambiguous, image recognition system hierarchy is not clear, communication platform is scattered, and keywords of regional image is out - dated.