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曾经被认为“神秘”的广告创意在传播制胜的新形势下,已失去了往日的光环。广告创意是否已完成了自己的历史使命?本文认为,广告创意只要找到自己真正的位置,就能发挥其品牌加速器的作用。近年来,不少广告界与营销界的人士对广告创意效果的下降越来越感到困惑,觉得过去非常有效的一套东西失灵了。其实,这个世界的神秘与多变是每时每刻都存在的,当社会营销环境发展变化到一定程度时,这种困惑与“郁闷”的出现是自然的事。
Once thought to be “mysterious ” advertising creative spread in winning the new situation, has lost the aura of the past. Advertising creativity has completed its own historic mission? This article believes that as long as the advertising creative to find their true location, you can play the role of the brand accelerator. In recent years, many people in the advertising and marketing communities have become more and more confused by the decline in the effectiveness of advertising. They think that a very effective set of things has failed in the past. In fact, the mystery and variety of the world exist at all times and every moment. When the development of the social marketing environment changes to a certain extent, such confusion and the emergence of “depression” are natural.