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2008年注定非比寻常,这一年,中国将站在新起点上,同时,政治、经济、体育、外交的种种变化和考验都将接踵而至……意想不到的是,最严酷的一场考验是自然灾害,年初这场持续时间超过半月、影响范围遍及大半个中国的冰雪天气给了华夏大地一个考验。由安瑞索思为荣威汽车策划并制作的“善”舞冰雪间关爱专题第一时间在新浪网发布,获得了社会极高的关注,并取得了热烈的反响。关注这个广告本身,可以看到,这是一个有效利用事件营销的案例,传统的观念认为,只要属于品牌、通俗易懂的并让人大吃一惊的广告就是好广告。但荣威的“善”舞冰雪间关爱专题让我们发现,这个时代赋予了好创意更多的内涵:敏锐、快速、直接整合并且有效。
2008 is doomed to extraordinary, this year, China will stand on a new starting point, at the same time, political, economic, sports, diplomatic changes and tests will follow one after another ... unexpectedly, the most harsh one Test is a natural disaster, the beginning of this duration of more than half a month, affecting more than half of China’s ice and snow weather gave China a test. The “Good” Dance Love and Snow Caring Project, which was planned and produced by An Ruisi Si for Roewe Motors, was released on Sina.com for the first time and gained the highest social attention and achieved a warm response. Focusing on the ad itself, it can be seen that this is an example of an effective use of event marketing, which traditionally holds that advertising that is brand new, easy to understand and startling is a good ad. However, Roewe’s “Good ” dance snow love theme let us find that this era has given a good idea more content: keen, rapid, direct integration and effective.