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影射广告自上个世纪80年代广告业全面复苏后开始陆续出现,随着竞争环境的变化,影射广告在形式和内容上呈现出纵深性的发展趋势,逐渐摆脱原先的形而上主义,从简单地博取知名度,到如今结合产品策略和市场定位深度介入市场,试图从主导品牌手中抢占尽可能多的市场份额,其形式更为隐蔽、切点更为巧妙,对于被影射品牌的影响和冲击也更大。作为一种行销手段,影射广告是一把双刃剑,有利有弊,其弊端来自于其自身无法克服的争议性,如何在道德和法律双重制约下,发挥影射广告的优势,克服其弱点始终是营销人员要优先考虑的问题。
Video ads began to appear one after another after the general recovery of the advertising industry in the 1980s. With changes in the competitive environment, video ads have shown a deep development trend in form and content, gradually emerging from the original metaphysics, Popularity, to today with product strategy and market depth into the market, trying to seize as much market share as possible from the dominant brand in the form of more subtle, more clever cut point, for the impact of the brand is also greater impact and impact . As a means of marketing, video ads is a double-edged sword, both advantages and disadvantages, its drawbacks from its own can not be overcome controversy, how the moral and legal constraints, to play the advantages of video ads to overcome its weaknesses always Is the marketing staff to give priority to the problem.