品牌传播：新媒体环境下广告内涵演进的取向

以互动性、自主性为特征的新媒体使得广告主自主传播获得实现,也就使得＂广告＂的＂付费＂、＂可识别＂、＂非个人的传播＂等核心要素遭受致命挑战;广告内涵的演进势在必行。而热极一时的＂整合营销传播＂某种意义上是消灭广告本体,如此,＂品牌传播＂就成为广告内涵演进的必然取向。

Brand Communication, Trend of Ad in the New Media Background

Marked by interaction and autonomy, new media enables advertisers to communicate undependently. It thus brings in fatal challenges to core factors, like ‘pay’ of ‘advertising’, ‘identifiability’, ‘non-personal communication’,etc; Nevertheless, development of advertising connotation is imperative under the situation.In a way, the has-been IMC means to eliminate advertising itself. As a result, Brand Communicating becomes the inevitable orientation.