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随着传统的五大大众媒体日渐饱和,在现代广告变换多姿的背景下,传统媒体已不能满足广告表现和诉求要求。中国传统媒体的经营压力也逐渐增大,利润不断下滑。另一方面,不同于传统媒体的新媒体以其个性化、互动性、自组织等特点,营销推广时更加精准化,得到广告主以及广告公司、公关公司等营销机构的认同,新媒体逐渐成为企业整合营销中的重要组成部分。与此同时,城镇化比例越来越大。媒体技术的飞速发展,新型媒介形态多姿多彩,广告商也越发重视受众的需求。
With the gradual saturation of the traditional mass media, the traditional media can no longer meet the requirements of ad performance and appeal under the background of modern advertising. The operating pressure of traditional Chinese media has also gradually increased, profits continue to decline. On the other hand, new media different from traditional media are more accurate in marketing and promotion due to their individualization, interactivity and self-organization. They are recognized by advertisers, marketing agencies such as advertising agencies and public relations companies, and new media gradually become Business Integration Marketing an important part. At the same time, the proportion of urbanization is increasing. The rapid development of media technology, colorful new media forms, advertisers also pay more attention to the needs of the audience.