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买点,寻找购买的意义合众最初侧重传媒的广告策划可以上溯到1992年在《广州日报》上的一组策划案例。《广州日报》案例的成功之处在于,将广告作为一种沟通的方式,将单向传播转变为双向互动的沟通。当时国内广告业刚起步,如此系统地为纸质传媒做广告策划在国内还是非常少见,因此它们做的案例在当时也是非常典型的。从那时候起公司内部开始初步形成了对买点的模糊认识,开始注重消费者的反馈,也就是“we searchfor meanings in what we buy” (我们在寻找购买的意义)。
Buy something, look for the meaning of purchase... The first focus on advertising the media planning can be traced back to 1992 in the “Guangzhou Daily” on a set of planning cases. The success of the Guangzhou Daily case is that using advertising as a means of communication transforms one-way communication into two-way interactive communication. At that time, the domestic advertising industry was just beginning. It is still very rare that such a systematic planning of advertisements for the paper media in China is so typical at the time. Therefore, the cases they did were very typical at the time. Since then, the company has initially formed a vague awareness of buying and started to pay attention to consumer feedback, that is, “we search for meanings in what we buy”.