摘要
泛媒体的出现衍生出泛广告时代的镜像,"谁能代表KFC"案例利用电视续集式的电视广告配合网络媒体的投票专区,结合线下的营销策略,充分利用了话题性,首次使用代言人,启用了两大男神陈坤和柯震东,他们的PK、论战、拉票,一方面满足了消费者靠近偶像的需求,另一方面则是对消费者中心化的现实需求的满足,消费者的选择决定了产品的去留,成为真正意义上的互动式参与广告。
The appearance of pan-media forces the era echo of pan-advertisement. In the case of TV advertise that'who can present KFC',the advertisement was made into sequels of TV program,and two man god Chen Kun and Ke Zheng-dong were chose as its spokesman. By using network voting zone and below-the-line marketing strategy,the topicality of the advertise was made good use of. The action of PK,debate and canvass between Chen Kun and Ke Zhen-dong meet the demand of consumers closing their idol and of consumer-focused. Because The choice of consumers determines product'future in it,this advertisement is a genuine interactive and participative one.
出处
《渭南师范学院学报》
2014年第17期75-78,共4页
Journal of Weinan Normal University
基金
陕西省教育厅科研计划项目:媒体社会责任理论视角下陕西农村空巢老人问题的导向性研究(13JK0447)
渭南师范学院人文社科项目:秦东地区农村空巢老人的媒介形象建构研究(14SKYB23)
关键词
“谁能代表KFC”案例
泛广告时代
泛媒体
广告致效
Who can represent KFC
case
Pan advertising age
Pan-media
advertising effect strategy
