互联网语境下的广告创意趋势:消费者生成广告策略研究

The Advertising Creativity Trend in the Internet Context: Research on Consumer-Generated Advertising Strategies

互联网时代,消费者生成广告正在成为一种广告创意的流行趋势。论文从市场营销发展历史的角度论述了消费者生成广告这一必然趋势,并以案例形式归纳了消费者评论转化为广告和消费者创造广告这两种广告创意策略,以期为广告策划者提供灵感与方法。

In the internet era,consumer-generated advertising is becoming a popular trend of advertising creativity.From the perspective of marketing development history,this paper discusses the inevitable trend of consumer-generated advertising,and also summarizes two kinds of advertising creative strategies in the form of cases,namely,the transformation of consumer comments into advertising and the creation of advertising by consumers,so as to provide inspiration and methods for advertising planners.