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以往,终端传播被认为是广告链条中的最后一环,也被看作是把产品“踢”入消费者怀中的临门一脚。但在当前媒体“碎片化”发展和信息爆炸时代,终端传播已不再是广告链条上最后一环,而是成为媒体资源整合传播中的中坚力量,其成败足以影响到一次传播行为的成功与否。
In the past, the spread of the terminal is considered to be the last link in the advertising chain, also seen as the product “kick ” into the arms of the consumer’s fate. However, in the current media “fragmentation ” development and the era of information explosion, the terminal communication is no longer the last link in the advertising chain, but rather become the backbone of the integration of media resources, its success or failure is enough to affect a communication behavior success or failure.