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在经济新常态下,广告行业的生存与发展也需要创新思路。目前,媒体碎片化已经达到顶峰,单一的线上广告传播策略已经不能满足全传播时代客户进入市场的需求;另一方面,电视媒体的广告份额虽然正在遭受新媒体的蚕食,但仍占据主体地位。这说明,电视媒体在全媒体资源整合的浪潮中仍占据着有利位置。
Under the new economic normal, the survival and development of the advertising industry also need innovative ideas. At present, the fragmentation of the media has peaked. A single online advertising strategy can no longer meet the needs of customers in the era of full communication. On the other hand, although the share of television media is suffering from the erosion of new media, it still occupies the dominant position . This shows that television media still occupy a favorable position in the wave of all-media resource integration.