品牌推广过程中的广告创意与媒介应用研究  

Research on the Advertising Creative and Media Application in the Process of Brand Promotion

作　　者：郭小强[1] 

机构地区：[1]北京工商大学,北京100037

出　　处：《包装工程》2012年第18期15-18,22,共5页Packaging Engineering

摘　　要：以品牌推广过程中的广告传播与媒介应用为主要内容,分析了品牌推广活动中媒介的传播效果。分析了广告表达与传播媒介的结合问题。论述了品牌推广活动中,广告传播与品牌诉求的关系,提出了品牌传播过程中运用不同传播媒介完成的广告具有各自的表现力,以及广告效果与传播媒介的结合在品牌推广过程中的重要性。With the brand advertising and promotion in the process of the media application as the main content,it analyzed the media communication effects in the brand promotion activity.It expounded the combination of advertising expression and communication media.It discussed the relationship between advertising promotion and brand appeal,and put forward using different media advertising with their expression in the process of brand communication,as well as the importance of the combination of advertisement effects and communication media in the process of brand promotion.

关 键 词：品牌推广 广告创意 传播媒介 

分 类 号：J524.3[艺术—艺术设计]