摘要
体验时代下,传统户外广告影响力在衰退,强调消费者体验的环境媒体应运而生,为有效发挥环境媒体的作用,进行广告创新,必须要考虑消费者的体验心理。本文从消费者的感官体验、情感体验、思维体验和行动体验四个方面分别论述了环境媒体广告的形式创新、场景创新、内容创新和互动创新。
Under the circumstances of the new experience economic, effects of the traditional outdoor advertising is gradually declining. As a result, ambient media which pays more attention on consumer＇s experience occurs. In order to make efficient use of ambient media, so as to innovate current advertisements, it is essential to consider consumer＇s experience as a key point. This essay is mainly about Ad innovations of ambient media by aspects of appearance, scene, contents and interacting, and these innovations are based on the experiences of consumer＇s sense, feelings, thoughts and minds.
出处
《中国广告》
2008年第10期118-120,共3页
China Advertising
关键词
体验
环境媒体
广告创新
experience, ambient media, Ad innovation
