基于媒介创意的广告信息增值策略

以媒介为切入点,结合现代媒体环境与信息传播环境,明确了广告信息价值与信息增值策略研究的必要性。通过对媒介形态、媒介价值以及病毒式广告、口碑传播、微电影等具体广告形式的分析,重点提出了以媒介创意为核心的广告信息增值策略,包括超链接、分享式、交互式、融合式策略等主要形式,并在此基础上进行了广告信息增值策略的共性分析,总结提出了互动体验、开放自主、灵活多变,以及娱乐话题性等主要特征。

Strategy of Advertising Information Value-added Based on Creativity of Media

Based on media,the necessity of advertising information value-added research was made clear,combined with the environment of media and communication.The form and value of media,viral advertising,oral spreading and micro film were analyzed.The strategies of advertising information value-added based on creativity of media were proposed,including hyperlink,sharing,interaction and integration.The commonness of the strategies was analyzed.All of these presented a series of new characters: interactive experience,open and independent,flexible and entertainment orientation.