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随着市场经济的不断发展以及传播技术的不断发展与变化,广告业也随之获得了新的发展前景。作为消费品以及理念传播的重要途径,随着科技日益提高,广告业也已经迈入了现代化。在此背景下,广告创意则不仅仅代表一种传统的表达述求,更成为一种如何表达述求的一种形式,而广告策划则是在这种形式下的广告运行中的纲领性性指导,是在以实现广告创意为原则的策划手段。
With the continuous development of the market economy and the continuous development and change of communication technology, the advertising industry has also gained new development prospects. As an important means of disseminating consumer goods and ideas, the advertising industry has also entered modernization as technology has increased. In this context, advertising creativity not only represents a traditional expression of expression, but also becomes a form of how to express the requirements. Advertising planning is the programmatic nature of advertising in this form. Guidance is a means of planning based on the principle of advertising creativity.