影响当代广告创意的营销理论

CIS理论、体验营销理论和整合营销传播理论是20世纪下半叶重要的营销理论,它们深刻影响了当代广告创意,包括创意的形式要素、主题选择和思维导向等方面。文章结合理论阐述与案例分析,对这些影响进行深入探讨,力求从营销学的角度来揭示广告创意的规律。

The Marketing Theories Affecting on Contemporary Advertising Creativity

CIS theory,experiential marketing theory and integrated marketing communication theory are the important marketing theories of the second half the 20th century,and they deeply affect contemporary advertising creativity,including the formal elements of creativity,the choice of theme,the orientation of thinking and other aspects.The paper,integrating theory elaboration and case analysis,conducts deep discussion of these effects and strives to reveal the rules of advertising creativity from the angle of marketing.