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在大融合的趋势下,广告形态、传播渠道以及策划方式都在发生深刻的变革,这种变革已经涉及到品牌传播价值链的各个环节,包括企业、广告公司、媒体以及市场研究公司。大融合的趋势首先体现在广告形式的持续演变之中。传统广告像电视广告和报纸广告独立于其他媒介内容,多年来以人们熟悉的形式,将品牌信息展示在消费者面前。然而,随着消费者的成熟、市场竞争的加剧和广告创意的突破,近年来新的广告形式层出不穷,从杂志软文到产品植入到品牌化娱乐,产品信息与其他媒介内容逐步融为一体。
In the context of convergence, profound changes have taken place in the form of advertising, the channels of communication and the ways in which planning is carried out, and this transformation has been involved in all aspects of the brand communication value chain, including businesses, advertising agencies, the media and market research firms. The trend of big convergence is first reflected in the continuous evolution of the form of advertising. Traditional advertisements such as TV ads and newspaper ads are independent of other media content and have been presented to consumers in familiar forms over the years. However, with the maturity of consumers, the intensified market competition and the breakthrough of creative advertising, new forms of advertisements have emerged in recent years. From magazine soft articles to product implants to branded entertainment, product information is gradually integrated with other media contents.