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在调结构、转方式和信息拥塞、争夺注意力的大背景下,旨在营销城市的各类广告纷纷挤占荧屏,但“多、乱、散”的信息设计和“高大全”的诉求设定,这一有悖于城市品牌化发展方向的传播实践,并未引起学界关切和探讨。本文认为,营销的本质是传播,传播的核心是信息,信息的极致是生成品牌,明确提出信息管理是城市传播的根本所在。
In adjusting the structure, mode and information congestion, competing for attention against the background of various types of commercial advertising aimed at marketing the city have squeezed the screen, but “more, random, casual ” information design and Of the appeal set, this is contrary to the direction of urban development of brand communication did not cause academic concern and discussion. This paper argues that the essence of marketing is communication. The core of communication is information. The ultimate of information is to generate brand. It clearly states that information management is the fundamental part of urban communication.