论文部分内容阅读
信息碎片化时代,用“融入”的方式打破品牌信息传播的困境,推动被动式广告融入用户,才能更好地凸显其价值。——嵇海荣最近,信息粉尘化成为出现频率非常高的一个词,在它取代多元化、碎片化成为传播新特征的同时,我们也感受到了整个传媒行业的困惑和焦虑。困局:碎片化时代信息如何吸引受众移动互联网的迅速发展让消费者可以随时随地取得任何信息,并且取得成本为零,但对于品牌传播而言,信息爆炸和资讯泛滥令消费者注意力涣散,广告越来越被稀释很难记忆,选择太多成为一个巨大的困境。
Information fragmentation era, “into ” way to break the plight of brand information dissemination, promote passive advertising into the user, in order to better highlight its value. - 嵇 Hairong Recently, the dust of information has become a very frequent word. As it replaced diversification and fragmentation as a new feature of communication, we also felt the confusion and anxiety of the entire media industry. Dilemma: Fragmentation of the Times How to Attract Audiences The rapid development of mobile Internet allows consumers to access any information anytime, anywhere and at zero cost, but for brand communication, information explosion and information flooding make consumers distracted, Advertising is more and more difficult to remember the dilution, the choice of too much to become a huge predicament.