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在媒介环境日益嘈杂的今天,常规媒介投放的作用日益消减,传统广告操作越来越不能直接地打动消费者。当然,广告历来也不能单枪匹马解决问题,我们常常需要其它各种手段来配合,才能最终完成销售。但是广告也从来没有像今天这样尴尬过,策略型广告公司可能都会有这样的感受,客户的预算越来越多地拨划到互动行销和公关活动那边去了。好在我们卖的是脑子,研究的是人,不管广告环境如何变化,和消费者沟通的语言是不会变的,传统广告受影响,我们有没有其它办法呢?不做广告(常规媒介广告投放)行不行?不做广告可以做公关,可以做终端促销,但是这两样也都不新鲜了,我们还有没有其它妙招?对此,我们精选出来自广告主和广告公司的几篇文章,从媒介、策略、品牌等方面进行论述,希望能给广大的从业人员一些启示。
In the increasingly noisy media environment today, the role of conventional media increasingly diminished, more and more traditional advertising operations can not directly impress consumers. Of course, advertising has never been a single solution to the problem, we often need other means to cooperate in order to eventually complete the sale. However, advertising has never been as embarrassing as it is today. Strategic advertising agencies may feel that way, and their clients’ budgets are increasingly being allocated to interactive marketing and PR activities. Fortunately, we are selling the brain, the study of people, no matter how the advertising environment changes, the language of communication with consumers will not change, the traditional advertising is affected, we have no other way? Do not advertise (conventional media advertising Put) OK? Not advertising can do public relations, you can do the terminal promotions, but neither of these are fresh, we have other coup? In this regard, we selected a few articles from advertisers and advertising companies , From the media, strategy, brand and other aspects of the discussion, hoping to give some enlightenment for the majority of practitioners.