资源描述：
《危机广告产业链整合传播》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。
1、危机·广告产业链整合传播该论文提交给2008公关与广告国际论坛匿名评审姓名：陈瑛王媛任职机构：华中科技大学博士生武汉大学硕士生职称：教授联络地址：武汉大学电话：13377880048电子邮箱：chenying1213@163.com二○○八年八月中文摘要随着传播媒介的高速发展和信息时代的来临,广告整合传播的发展不断分得了现实中注意力资源，它是以制定、优化、执行并评价协调的、可测度的、有说服力的品牌传播计划。鉴于目前企业与消费者沟通的模式正从以广告为主，向广告、公关并重、综合运用多种推广形式的阶段过渡。本文用产业链理论分析当前广告产业面临的危机，指出广告产业链的整合传播是化解危机的有效出路。通过
2、分析，挖掘出广告产业链的整合传播的深层推动因素，提出思维创新、人才创新、管理创新、经营创新等对策来弥补广告产业链的脱节和缺失，建立广告与受众的密切关系，有效达到广告传播和产品行销的目的，并以此来推动整个广告产业的运营和发展。关键词危机整合广告产业链整合传播传播模式IAbstractWiththefastdevelopmentoftransmissionmediumandthearrivalofinformationtimes,integrationcommunicationofadvertisementwhichcontinuousdevelopmentofthesub-wonrealityo
3、ftheattentionresources,Itisformulation,optimization,actionandcoordinate,measuring,persuadabletrademarkcommunicationprojectoptimization.Atthemomentthecommunicatemodeaboutenterpriseandconsumerischanging.Beforeadvertisementisthemostofimportant,nowadvertisementandpublicrelationsarethemostofimportant,whi
4、chutilizethevariationofspreadform.Thecurrentcrisisofadvertisingindustryisanalysizedbytheindustrychaintheory.Thegoodwaytoresolvetheproblemistheintegrationcommunicationofadvertisementindustrychaintheory.Throughanalysis,excavationthedeep-seatedfactorsofpromotingconvertingtheintegrationcommunicationofad
5、vertisementindustrychaintheory.Itincludethought,people,managementandadministrationwhichbringforthnewideas.Anditextendthisconcepttothelineofadvertisementindustry,establishlong-termcloserelationshipbetweentheproductandaudience,andachievethepurposesofproductmarketing,andpromotetheoperatinganddevelopmen
6、tofthewholeadvertisementindustry.KeyWords:integrationofcrisis,thelineofadvertisementindustry,integrationofcommunication,communicationmodeII目录中文摘要.............................................................IABSTRACT...............................................................II目录..................
7、............................................III一、研究背景与动机„„„„„„„„„„„„„„„„„„„„„„„„„„1二、广告产业链发展的市场形态„„„„„„„„„„„„„„„„„„„„„12.1广告市场的新动向„„„„„„„„„„„„„„„„„„„„„„„„„„12.2什么是广告产业链„„„„„„„„„„„„„„„„„„„„„„„„„„22.3广告
