國(guó)際廣告創(chuàng)意講座匯總-資料下載頁(yè)
2025-01-17 21:01本頁(yè)面
【正文】 y to those in their circle of friends or, by default, allow open access. ? Since late 2022, users can follow lists of authors instead of following individual authors. [All users can send and receive tweets via the Twitter website, Short Message Service(SMS), or external applications (notably including those developed for smartphones). While the service itself costs nothing to use, accessing it through SMS may incur phone service provider fees. The website currently has more than 100 million active users worldwide. ? Since its creation in 2022 by Jack Dorsey, Twitter has gained notability and popularity worldwide. It is sometimes described as SMS of the Inter.‖ The use of Twitter39。s application programming interface for sending and receiving text messages by other applications often eclipses direct use of Twitter. ? What we have to do is deliver to people the best and freshest most relevant information possible. We think of Twitter as it39。s not a social work, but it39。s an information work. It tells people what they care about as it is happening in the world. ? —Evan Williams What Can SNS Do? ? Make new friends and keep in touch with old friends ? Presenting yourself (write blogs, status update, show photos ) ? Distribute information and share ? Play Webgames What Are the Central Characteristics of SNS? ? Immediate updating ? Personal expression ? Participation ? Interactivity ? Business value The Impacts of SNS ? No restriction in time and space ? Increase social capital ? Change the style of personal munication ? The new marketing model ? However, alienation will enlarge. 2. How Does Interactivity Appear in WebAdvertising？ Spreading Like a viral： Viral Marketing/Advertising. Spreading like a chatting item. Spreading together with webgames. Spread Like a viral on the inter . Viral Marketing/Advertising ? ―一個(gè)饅頭引發(fā)的慘案 ” ? “ 百度唐伯虎篇 ” ? Google反擊百度的廣告 Characteristics： ? 1. The transmission is very fast. ? 傳播速度快。 ? 2. The audience transmits it in turn actively and the reception of information is of high quality. ? 受眾主動(dòng)傳播，接受度高。 ? 3. The advertising itself bees a munication event and a news. ? 廣告本身構(gòu)成一個(gè)傳播事件，具有新聞價(jià)值。 . Spread like a chatting item ? Yahoo！ ? “ 阿虎 ” ? “ 跪族 ” ? “ 慕容雅的傳說(shuō) ” 雅虎搜星廣告盛典 雅虎搜星廣告盛典 Characteristics： ? It’s not only advertising affairs， but also PR affairs. ? 既是廣告，又是公關(guān)。 ? 制造話題。本質(zhì)上是一個(gè)公關(guān)營(yíng)銷事件。 3. Spread together with games: Ingame advertising (IGA) ? What’s Ingame advertising (IGA)? ? Some examples of IGA ? The advantages and issues of IGA ? Inculcation of political philosophy and social welfare with IGA ? The current state of IGA What’s Ingame advertising (IGA) ? ? Ingame advertising (IGA) refers to the use of puter and video games as a medium in which to deliver advertising. ? In 2022, spending on ingame advertising was US $56 million, and this figure is estimated to grow to $ billion by 2022 according to Massive Incorporated Massive: InGame Ads Thriving. ? To create a more realistic gaming environment, a number of games utilize: – billboardlike advertisements – blatant product placement ? Their use within the game does not serve to raise awareness of the product which is usually already very familiar to the player. Rather, these symbols allow the player more easily to achieve a degree of vicarism by drawing tenable parallels between the game environment and the player39。s actual environment. ? In the ’80s. of 20th century, with Sega39。s game machine, the player can drive a car to pass Marlboro cars. ? ―Tomb Raider‖: Lara had an Ericsson mobile phone. ? ―FIFA‖: players wear Nike, Adidas, Reebok, etc. The drinks are of some brands. ? ―Crazy Taxi‖: several ―Pizza Hut‖ and ―KFC‖ on the roads. Many tasks of the games consist to bring passengers to these fast foods. The driver can also have lunch there and can get some coupons. ? ―斗地主 ” : we can find a cold medicine on the back of Poker cards and on the table. The beginnings of the IGA
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