数字传播时代商业广告已经不再是传统的商品性能和特征的展示,而是商家之间广告创意的博弈。文章以玛莎百货2014年在YouTube上推出的系列食品广告Adventures In Imagination为例,以创意管理理论为基础,分析当前的广告传播规律,提炼出广...数字传播时代商业广告已经不再是传统的商品性能和特征的展示,而是商家之间广告创意的博弈。文章以玛莎百货2014年在YouTube上推出的系列食品广告Adventures In Imagination为例,以创意管理理论为基础,分析当前的广告传播规律,提炼出广告创意传播的策略。展开更多
In the digital age, people＇ s lifestyles and ways of thinking are in a series of changes, this change also makes it a big shift in consumer attitudes. It gives consumers a broader perspective, while also improving th...In the digital age, people＇ s lifestyles and ways of thinking are in a series of changes, this change also makes it a big shift in consumer attitudes. It gives consumers a broader perspective, while also improving the self-consciousness of consumers. These effects will no longer fully believe in traditional consumer marketing ＂bombing＂ the dissemination and indoctrination, they are more inclined to be questioned brands and products, and they can express their views on the basis that affects other people. In this era of environment, if businesses and vendors for their view is indifferent attitude, they will lose a lot of attention to the crowd, and also it makes the influence of the traditional marketing model spread greatly reduced.展开更多
文摘In the digital age, people＇ s lifestyles and ways of thinking are in a series of changes, this change also makes it a big shift in consumer attitudes. It gives consumers a broader perspective, while also improving the self-consciousness of consumers. These effects will no longer fully believe in traditional consumer marketing ＂bombing＂ the dissemination and indoctrination, they are more inclined to be questioned brands and products, and they can express their views on the basis that affects other people. In this era of environment, if businesses and vendors for their view is indifferent attitude, they will lose a lot of attention to the crowd, and also it makes the influence of the traditional marketing model spread greatly reduced.
