经典传播,广告人日渐缺席

• 作 者: 本刊专题部
• 出 处: 广告大观(综合版)
• 发表日期: 2014年04期
• 关键词: 广告人 广告公司 传播活动 去哪儿 脑白金 淘宝 双十 圈子 传播时代 高达

纵览近年来的经典传播活动,很多优秀的作品都不是出自正统广告公司的广告人。在本应是广告人最擅长的圈子里,却常常找不到他们的身影。广告人去哪儿了?曾经风靡一时的“今年过节不收礼”的脑白金广告、一天交易额高达350多亿的淘宝双十一活动、微信支付用户暴涨的抢红包活动等经典营销活动,很多都不是由传统广告人发起。传统广告人更深谙“秀”的艺术,但显然我们已经进入一个“爆”的时代。

In the past few years, we have noticed that many excellent works are not advertisers from the orthodox advertising agencies. In the circle that advertisers should be good at, they often can not find their presence. Advertisers where to go? Has been all the rage “This year’s holiday is not receiving gifts ” Melatonin ads, day trading volume up to 35 billion Taobao Double Eleven activities, WeChat payment users soaring grab red envelopes and other classic marketing activities Many are not sponsored by traditional advertisers. Traditional advertisers are more familiar with the art of “show”, but apparently we have entered a “burst” era.