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最近几年,企业的品牌传播行为正在发生深刻的变革,我把这种变革命名为“AD2.0”即广告的2.0运动。它主要表现在三个方面。一是在传播理念上,企业开始从“节约思维”向“作战思维”转变。我们目前奉行的媒介计划和广告效果评估的原则,都是以最小的广告投入获得最多的收视率,无论是点成本、千人成本等等概念都是基于这种“节约思维”。
In recent years, corporate brand communication is undergoing profound changes. I named this change “2.0”, the 2.0 campaign of advertising. It mainly shows in three aspects. First, in the concept of communication, enterprises began to change from “saving thinking” to “operational thinking.” Our current media planning and advertising effectiveness assessment principles are based on the minimum advertising investment to get the most ratings, regardless of the point of cost, the cost of thousands of people, etc. are based on the concept of “saving thinking.”