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随着互联网时代的到来,传统媒体与新媒体之间日益融合互通,信息传播手段层出不穷,传播方式也在不断丰富。电视、网络、报纸、移动通讯、广播、杂志、电影在内的各类传播工具,涵盖视、听、形象、触觉等人们接受资讯的全部感官,大数据、碎片化、全媒体时代来临。面对形形色色的媒体和不同的传播路径,企业该如何选择最适合的媒体形式和管道,深度融合,实现巧传播?在传播的过程中如何分配各种媒体的预算?如何充分了解媒体、更好地发挥媒体价值?本期《广告人》“月度聚焦”栏目和您共同探讨全媒体时代如何实现巧传播?
With the advent of the Internet era, the traditional media and new media are increasingly integrated and interoperable with each other, information dissemination means are endless, and modes of communication are constantly being enriched. Television, the Internet, newspapers, mobile communications, radio, magazines and movies, covering all the senses, big data, fragmentation and all-media era of information, such as sight, hearing, image and touch. In the face of all kinds of media and different ways of communication, how to choose the most suitable media and pipeline, how to choose the most suitable media and channels, how to make the best communication? How to allocate various media budget in the process of communication? How to fully understand the media, To play the media value? This issue of “advertising” “monthly focus ” section and you to explore the whole media era how to achieve clever dissemination?