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众所周知,曾经在国内荧屏红火过的《玫瑰之约》、现仍在国内电视走红的《开心辞典》、《幸运52》等栏目,从节目理念、制作方法上看并非原创,而是借鉴、模仿海外同类节目成功运营的经验与技巧的基础上取得成功的。随着湖南卫视《超级女声》的飙红成为2005年国内的一个重要社会文化事件,更成为人们茶余饭后的热议话题,如何引进、“拷贝”国外成功的电视节目格式(TV program format)尤其是游艺类节目(game show)格式。 相似文献
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注重媒体传播实效、广告创新技术和实物拼贴艺术,几个案例表现出来的,不仅是西班牙高超的创意水平,还让我们用欣赏的眼光领略到一番独特的情趣。 相似文献
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2005年末到2006初,随着电视剧《亮剑》的全国热播,“亮剑”一词成为网络和社会流行语。流行的东西总是会受到广告人的关注和青睐,因为它最易于传播并为广大目标受众接受,但“亮剑”和“超女”这样的流行语内涵肯定是不同的,一个庄重、一个轻松,一个正规、一个前卫。对广告人来说,把前者运用好,运用的出彩肯定是更难的,如何运用好呢?[编者按] 相似文献
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这是一节人教版八年级下册第二单元介绍知识的科学小品案例。这部分内容与学生的生活经验紧密联系,同时也为学生提供一个多角度思考观察的视角。其中主要目标是使学生了解北极旅鼠的三大奥秘,多角度理解对人的启示的方法,并能在日常生活中提出自己的合理想法。本案例不仅是学习内容的发展,还对提高学生的社会观念、认识周围环境有较大的作用。基于以上的认识,教学流程实现了"趣中教·识中智"的有效教学。 相似文献
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探讨资本运营课程教学和资本运营案例教学的目的和特点,介绍了资本运营案例的设计,案例教学的组织与实施,旨在与同行交流,推动案例教学活动的开展,使学生的资本运营专业理论知识和应用能力得以提升,改进课堂教学,提高教学质量。 相似文献
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扬子江药业通过多年的经营在医药市场上占有一席之地,但品牌传播一直不很理想,2007年它通过一系列创新的营销活动获得了品牌知名度、美誉度的极大提升。其中,“英雄母亲慰问英雄儿女”战略营销传播案例荣获《经济观察报》与香港管理专业协会举办的2007~2008年度中国杰出营销奖提名。本文将与您一道,一探这一杰出营销传播案例的操作幕后。 相似文献
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近年来,越来越多的创意人都站到了营销产业链的最前线,让创意去跨越一切沟通平台,让创意价值渗透至营销的每个环节,在产品设计、品牌战略、传统广告、数字营销、公关推广、体验营销、事件营销等各个营销领域,用创意的力量去成就一个卓越企业,去创造不同品牌的传奇故事,去创造销售上、流量上的神话,引领消费者成为品牌的忠诚粉丝。 相似文献
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《国际广告杂志》2013,32(2):283-304
A study investigated the phenomenon, called the creative code, which is a collection of implicit theories about an advertising agency’s creative product that are held by people within a creative department. A foundation was built upon organisation-culture theory. Evidence in literature supported the conceptualisation of the construct. Personal interviews with creative personnel at a midwestern US advertising agency found evidence for a creative code and its components, sources, conditionality and consequences. The study implies that a creative code should be considered as an independent or dependent variable in research about advertising creativity. Client and agency managers and creative employees also may benefit from being more cognisant of the creative code that exists within agency organisations. 相似文献
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Michael Novak 《Journal of Business Ethics》1993,12(12):975-979
The deepest moral justification for a capitalist system is not solely that, poor system that it is, it serves liberty better than any other known system; not even that is raises up the living standards of the poor higher than any other system has; nor that it better improves the state of human health and the balance between humans and the environment that either real existing socialism or the traditional Third World society has. All these things, however difficult for one to admit, are empirically true. The true moral strength of capitalism, however, lies in its promotion of human creativity.New wealth can be created. Human beings themselves are the primary cause of the wealth of nations. Human creativity is nature's primary resource. Removing the institutional repression that now stifles that creativity is the large task ahead of us.Mr. Michael Novak holds the George Frederick Jewett chair in Religion and Public Policy at the American Enterprise Institute, Washington D.C. His studies in religion engage the questions of public life, political economy, education and self-knowledge. A prolific writer and commentator, he has authored scores of books and articles. He is a regular contributor to major national and international publications such as Forbes and the National Review. As Ambassador, Mr. Novak headed the U.S. Delegation to the United Nations Human Rights Commission (1981, 1982), and, Conference on Security and Cooperation in Europe (1986). 相似文献
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近年来,在已经实行粮食购销市场化的地区,每逢粮食收购季节,国家粮食部门、集体、个体以及其他农村经济组织纷纷介入收购市场,对粮食尤其是市场畅销的粮食商品,你抢我夺,收购方式花样翻新,市场争购烽烟四起。长期垄断粮食收购市场的许多粮食部门在众多的竞争对手面前,收购市场逐渐丢弃,收购量日益减少,经济效益逐年下滑。但是,在这些粮食企业丢村失地、一筹莫展之时,湖北省南漳县九集粮食购销公司却别有洞天,稳稳地占住了粮食收购市场,营销工作如芝麻开花节节高升。2002年秋季粮食收购时,虽然这个粮食购销公司所在的几个乡镇也有数以百计的… 相似文献
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This paper characterizes the internationalization of creative-cultural events through in-depth, longitudinal and ethnographic case-studies of two typical events. It develops four families of propositions based on the extant theory and tests them against their corresponding aspects of the two case-studies. This comparative examination indicates varying levels of supports; and also points to significant differences from traditional patterns of internationalizations processes. This paper’s contributions are in identifying differences in such events’ internationalization pattern and suggesting theoretical explanation for them. A combination of firm-specific advantage (e.g., creative and cultural) and the event’s home location-specific advantages offer a theoretical approach as they attract both the viewers and creative service-providers from the rest of the world to the home of these events. The paper explores the implication for further theoretical research, management of such events and public policy formulations. 相似文献
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“创意已死!”当这句话从一名尚未毕业的广告专业学生嘴里说出来的时候,还真让人愣了半天,“创意”,这个当年十分让人自豪的专业如今咋就沦落到这个地步?
是啊,我们必须看到,有太多的现象导致本土广告公司创意力的下降。 相似文献
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放着高新工作不做,回家乡卖粉笔的刘大锋是家乡的"著名"人物.以前著名,县因为乡亲们觉得世上再没有比他傻的人;现在著名,是因为他不但把粉笔做成卡通玩具的形状,还远销世界,连联合国都在采购他的产品,使他成为名副其实的"粉笔大王". 相似文献