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当产品与市场越来越被细分化, 当媒体资源的利用与整合手段越来越成为品牌竞争的致胜武器, 当信息的过度传播与浪费越来越令商家头疼……如何准确的找到那些特定的人来传达你产品和服务的信息?你所采用的传播媒介是否能清楚的区分出你的目标受众,并且将这些信息准确而有效的传达给他们?你不得不承认,有时候传统的媒介手段和传播策略已经不能实现成本最小化和效益最大化之间的平衡,因此,不断创新的媒介思维方式必须被倡导,近年来地铁广告的备受青睐和日新月异也正是在这种背景下出现。观察上海地铁,发现创意无处不在,包括媒体空间的创新利用、不同媒介之间的结合,还有在广告创意方面的另辟蹊径等等。
As products and markets become more and more subdivided, when the means of utilizing and integrating media resources become the winning weapon of brand competition more and more, when the excessive dissemination of information and waste are more and more a headache for businesses, how to find those accurately? Specific people to convey your product and service information, and whether your media can clearly identify your target audience and communicate them accurately and effectively? You have to admit that sometimes the traditional Media methods and communication strategies have failed to achieve the balance between cost minimization and profit maximization. Therefore, innovative media thinking methods must be promoted. It is against this background that the subway advertisements have become so popular and rapidly changing in recent years appear. Observing the Shanghai Subway, I found that creativity is everywhere, including the innovative utilization of media space, the combination of different media, as well as another way of creative advertising.