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从旧媒体环境到新生态的变化,说故事的方法发生了变化。但是品牌本质没有变。作为一个广告人,应该了解新的工具,应该让自己去思考使用这些媒体的方式,但是不要忘记品牌本身的意义。以前我们做广告的时候,我们为广告主提供全部的传播计划,包括媒体、公关。当时的广告公司是客户接触外界的窗口,为广告主打理整个营销活动。90年代,品牌创意和媒体代理公司剥离,广告公司开始只做创意。1985年后4A代理商进入中国,品牌创意公司和媒体公司就是分离的状态(电通例外)。当时数字传播很少,真正有较完整的数字传播应该是2005年之后。之前可能有零
From the old media environment to the new ecology, the storytelling method has changed. But the essence of the brand has not changed. As an advertiser, you should learn about new tools and think yourself about how to use these media, but do not forget the brand’s meaning. In the past when we advertised, we provided advertisers with a full range of communication programs, including media and PR. At that time, the advertising company was a window for customers to contact the outside world and took care of the entire marketing activities for advertisers. In the 90s, brand creativity and media brokerage companies, advertising companies began to do only creative. 4A agents enter China after 1985, brand creative companies and media companies is the separation of the state (the exception of the electricity). At that time, there was very little digital dissemination, and truly complete digital dissemination should be after 2005. There may be zero before