论传播新生态下的广告角色转换
发布时间：2018-08-28 14:22
【摘要】：数字营销时代,传播从媒体传播转变为人际传播。传统媒体投放形式已无法适应自媒体时代的传播需求,互联网思维是传统传播转型的方向。广告与公关的边界走向模糊,原生广告应运而生,新的组织架构正在形成。移动互联网的飞速发展使得广告营销市场充满了无限的可能,其魅力已经显现。本文试图通过从现象到本质的分析,探寻广告全新的价值,指出"互联网+"时代广告变革的四大关键点,提出广告应审时度势,实现融合创新发展。
[Abstract]:In the era of digital marketing, communication has changed from media communication to interpersonal communication. The traditional media form has been unable to adapt to the communication needs of the media era. Internet thinking is the direction of the traditional communication transformation. The boundary between advertising and public relations is blurred, native advertising comes into being, and a new organizational structure is being formed. The rapid development of mobile Internet makes the advertising marketing market full of unlimited possibilities, its charm has been shown. This paper attempts to explore the new value of advertising through the analysis of phenomenon to essence, points out four key points of advertising reform in the era of "Internet", and puts forward that advertising should judge the situation and realize the integration of innovation and development.
【作者单位】： 广西艺术学院;
【分类号】：F713.8
本文编号：2209645
[Abstract]:In the era of digital marketing, communication has changed from media communication to interpersonal communication. The traditional media form has been unable to adapt to the communication needs of the media era. Internet thinking is the direction of the traditional communication transformation. The boundary between advertising and public relations is blurred, native advertising comes into being, and a new organizational structure is being formed. The rapid development of mobile Internet makes the advertising marketing market full of unlimited possibilities, its charm has been shown. This paper attempts to explore the new value of advertising through the analysis of phenomenon to essence, points out four key points of advertising reform in the era of "Internet", and puts forward that advertising should judge the situation and realize the integration of innovation and development.
【作者单位】： 广西艺术学院;
【分类号】：F713.8
【共引文献】
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，本文编号：2209645
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