摘要
广告是一个动态发展的过程。广告生存形态伴随社会营销环境和传播环境的变化而不断发生变化。数字技术与网络传播已使广告的生存环境发生了诸多变化,"应采用何种方式生存"已成为当前广告发展面临的重大问题。我们认为,传统广告将继续存在并通过创新适应新的媒体环境;专业数据库生存将是网络传播时代广告的一种重要生存形态。
Advertising is a dynamic process. Changes of marketing and communication environment are always the causes of advertising＇s transformation. Digital technique has been deeply changed the living environment of advertising. For advertising development, how to survive is becoming an important problem. We consider that the traditional ways will continue by means of innovation. Professional database will be one of the important ways for advertising to survive in the time of network communication.
出处
《武汉大学学报（人文科学版）》
CSSCI
北大核心
2009年第4期493-497,共5页
Wuhan University Journal (Humanity Sciences)
关键词
数字技术
网络传播
广告生存形态
digital technique
network communication
existent way of advertising
