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当今世界,用广告策略进行影视片宣传已经成为一种普遍的社会行为。我国广告行业起步较晚,基础薄弱。在电影放映行业中掌握广告专业知识者更为缺乏,对如何运用广告策略进行影片宣传的研究甚少。电影作为商品进入市场,如何运用广告策略进行影片宣传,是市场经济新形势的需要,竞争的需要。现就这一问题谈些粗浅的看法。 一、广告策划在影片宣传上的应用 广告策划是广告的战略和策略的整体筹划。影片广告策划是针对某部影片,进行广告宣传的方针、手段、对策、谋略的组合。
In today’s world, the use of advertising strategies for film and television publicity has become a common social behavior. China’s advertising industry started late, the foundation is weak. There is a lack of mastery of advertising expertise in the motion picture industry, and very little is known about how to use advertising tactics to promote films. Film as a commodity into the market, how to use advertising strategies for film promotion is the needs of the new situation of the market economy, the need for competition. Now talk about this issue some superficial view. First, the advertising planning in the film advertising application Advertising planning is the advertising strategy and strategy of the overall plan. Film advertising planning is directed at a film, advertising the guidelines, tools, strategies, the combination of strategy.