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世界杯期间的直播,是广告投放无比黄金的时段;但不幸的是,这个时段的广告必须要与球迷夜里三点钟爬起来看球的倦意和其他广告做斗争,争夺观众有限的注意力。在这场注意力的大战中,唯一的武器就是广告的创意。与产品和商业模式上的创新相比,广告创意需要的资源和协调的关系相对要少很多,所以基本上可以把广告视作一个最简单的创新。通过考察一下竞争非常激烈的世界杯广告竞赛,其实可以通过这个最单纯的创新环节,看看畅谈了半年的创新,取得了什么样的进展。
The live broadcast during the World Cup was the prime time for ads to run, but unfortunately the ads for this period had to contend with the fans’ tiredness and other ads getting up at 3 o’clock in the night for the audience’s limited attention. In this war of attention, the only weapon is the creative idea. Compared with the product and business model of innovation, advertising creative needs resources and coordination is relatively less, so basically can regard the advertisement as one of the most simple innovation. By examining the very competitive World Cup advertising competition, in fact, through this most simple part of innovation, take a look at talk about six months of innovation, what progress has been made.