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2010年中国传媒界热点纷争,其中最惹关注、争议、期待的当属“三网融合”。“三网融合”意味着渠道的多元化,媒体碎片化的加剧,广告受众、尤其是受众的注意力更加分散,广告人捕捉受众眼球的任务随之更加艰巨。“三网融合”时代的到来,让广告人喜忧参半。本文以广告人的视角为分析的切入点,对“三网融合”新媒体环境所带来的机遇与挑战进行剖析;同时,以IPTV为主要的例证来构想“三网融合”对广告的影响。可以推出,“三网融合”下的媒体新贵的各项功能与AISAS消费者行为模型环环相扣,“三网融合”无疑将在4C时代下的营销传播中大显身手。
2010 China media dispute hot spots, one of the most provocateur controversial, looking forward to undoubtedly belong to “triple play ”. “Triple play ” means the channel diversification, media fragmentation, advertising audience, especially the audience’s attention is more dispersed, the task of advertising people to capture the eye of the audience becomes more difficult. “Triple play ” era, so that advertisers mixed. This article analyzes the opportunities and challenges brought by the “triple play ” new media environment from the point of view of the advertisers. At the same time, I will use “IPTV as the main example” to imagine “triple play” Impact on advertising. Can be introduced, “triple play ” under the media upstart features and AISAS consumer behavior model interlocking, “triple play ” will undoubtedly be in the 4C era of marketing communication to show their talents.