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目前,把广告预算投放在单一媒体上,仍是大多媒体策划工作的做法。而身处现在这样一个媒体环境越来越复杂,消费者越来越个性化,整合营销传播愈加重要的年代,只有通过立体交叉的媒体组合,用不同的方式、不同的渠道,把信息传达给消费者才能产生效果。近年内地户外广告的发展非常迅速,并已开始被越来越多的消费者关注并接受。我们需要在了解传统媒体观念和理论的基础上,尽量接受和尝试新的想法与观念,才能达到突破性的效果,“1
At present, the advertising budget in a single media, is still the practice of most media planning work. However, in a time when such a media environment is becoming more and more complex, consumers are becoming more and more individualized, and integrated marketing communication becomes more and more important, information can only be conveyed through different ways and channels through the three-dimensional media mix Consumers can produce results. In recent years, the development of outdoor advertising in the Mainland has been very rapid and has begun to be more and more concerned and accepted by consumers. We need to understand and understand traditional media concepts and theories based on try to accept and try new ideas and concepts in order to achieve a breakthrough effect, ”1