2019新传考研答题宣传案例汇总
<img src="https://mmbiz.qpic.cn/mmbiz_png/fArxrZBCI9eROL7gs5ahfVibFUYYpgDPmdDic2zsVOuUVnzSiclJI7K9oTzfUJk6zhUXjUjP5KB5sesGayl0kz3bA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">每周热点事件1717！</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">做你<span style="color: black;"><strong style="color: blue;">新传考研</strong></span>最适合的<span style="color: black;"><strong style="color: blue;">素材库</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">新传真经1717栏目</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">每周为你筛选<span style="color: black;"><strong style="color: blue;">适合新传考研的事件</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">并加以<span style="color: black;"><strong style="color: blue;">简析</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">复盘<span style="color: black;">起始</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">本周是</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2018<span style="color: black;">必须</span>的答题<span style="color: black;">宣传</span>案例</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">八大<span style="color: black;">宣传</span>趋势</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">温故知新</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">感受进步吧！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">ヾ(◍°∇°◍)ﾉﾞ</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">栏目树懒</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">八大<span style="color: black;">宣传</span>案例</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">八大<span style="color: black;">宣传</span>业界趋势</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">01</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Apple的《三分钟》</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">微电影<span style="color: black;">宣传</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在陈可辛导的这部微电影春节期间刷屏，并被<span style="color: black;">叫作</span>为“走心之作”，<span style="color: black;">咱们</span><span style="color: black;">无</span>看到任何苹果<span style="color: black;">制品</span>的露出，<span style="color: black;">咱们</span>看到的是优秀的导演与真实感人的故事。这种对<span style="color: black;">自己</span><span style="color: black;">制品</span>的谦虚，恰好<span style="color: black;">表现</span>了苹果的诚意，我从最<span style="color: black;">起始</span>就不想塞给你一段促销<span style="color: black;">寓意</span>浓厚的品牌<span style="color: black;">宣传</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">苹果将iPhone X隐于幕后，变<span style="color: black;">成为了</span>导演手中的工具，变<span style="color: black;">成为了</span>承载故事的容器，变<span style="color: black;">成为了</span><strong style="color: blue;"><span style="color: black;">你我记录生活的<span style="color: black;">靠谱</span><span style="color: black;">选取</span>。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">它所传递给消费者的不是“视觉上优美的<span style="color: black;">商场</span><span style="color: black;">宣传</span>”，简单地吸引你<span style="color: black;">重视</span>力去消费。苹果是传达“你<span style="color: black;">能够</span>拿起苹果<span style="color: black;">起始</span>和<span style="color: black;">她们</span><span style="color: black;">同样</span>去创造独特的美”，点燃你<span style="color: black;">运用</span>苹果<span style="color: black;">制品</span>的热情与创造力。</p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fArxrZBCI9eROL7gs5ahfVibFUYYpgDPmtPlA5nzU2EmqOxXVRRCOWJSYgL7GUISmqmY9cBlvwhwBTRMqK7VnwQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">02</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"> 抖音《<span style="color: black;">第1</span>届文物戏精大会》</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">H5<span style="color: black;">宣传</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">逗比搞笑接地气的H5与严肃的博物馆文物结合，并融入了当下大火的抖音段子，让<strong style="color: blue;"><span style="color: black;">博物馆的文物变得<span style="color: black;">拥有</span>个性，<span style="color: black;">新鲜</span>起来。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">文物的反差萌和有趣的<strong style="color: blue;"><span style="color: black;">内容</span></strong><span style="color: black;">赢得</span><span style="color: black;">公众</span>一笑；大火的<strong style="color: blue;"><span style="color: black;">网络热词</span></strong>；魔性的<strong style="color: blue;"><span style="color: black;">背景音乐和剧情</span></strong>，<span style="color: black;">诱发</span>了<span style="color: black;">公众</span>的<strong style="color: blue;"><span style="color: black;">分享欲。</span></strong></p><img src="https://mmbiz.qpic.cn/mmbiz_gif/fArxrZBCI9eROL7gs5ahfVibFUYYpgDPmicoVp7FDZZE9pUlbMBUk7hxnaErAy3SWqCE8TwDMRM9kghT3MexGnug/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">03</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">RIO微醺酒系列</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">整合营销传播<span style="color: black;">宣传</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">RIO这支<span style="color: black;">宣传</span>，<span style="color: black;">全部</span>故事分为五个部分，讲述一个关于“暗恋”的故事。将少女思春的那种<strong style="color: blue;"><span style="color: black;">隐约的、委婉的、甜蜜的、心动的感觉</span></strong>展现的淋漓尽致，<span style="color: black;">同期</span>将<span style="color: black;">制品</span><span style="color: black;">做为</span>连接剧情的关键点穿插进<span style="color: black;">全部</span>短片中，<span style="color: black;">亦</span>能给人留下比较深刻的印象。<span style="color: black;">同期</span>在<span style="color: black;">每一个</span>未完待续的结尾，都加入了<strong style="color: blue;"><span style="color: black;">一语双关的文案，</span></strong>既是说<span style="color: black;">爱情</span>的感觉，又是说酒的味道。</p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fArxrZBCI9eROL7gs5ahfVibFUYYpgDPm4unZeZy53JYRFPcw91zQPOTUdpYl0V1XnLyemrSjufKibsgAB7ZCbXw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fArxrZBCI9eROL7gs5ahfVibFUYYpgDPm3ziayManopvWQ9EDADbCQ6re135aGaASS5ACDeC9CdV3AYticYbFTwZw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">爱情</span>情感和微醺</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">宣传</span>直击感官</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">04</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">创维《你忙完了，<span style="color: black;">孩儿</span><span style="color: black;">亦</span><span style="color: black;">成长</span>了》</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">竖屏短视频</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">该作品用短短的14秒，向<span style="color: black;">咱们</span>描述了四个<span style="color: black;">孩儿</span>在<span style="color: black;">区别</span>的地点、<span style="color: black;">区别</span>的时间举着小黑板等待爸爸下班的情景，直击人心，催人泪下，大有一种<strong style="color: blue;"><span style="color: black;">公益<span style="color: black;">宣传</span>的韵味。<span style="color: black;">增多</span>受众对品牌的好感度。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“V-UP竖屏<span style="color: black;">宣传</span>创意大赛”由抖音短视频与<span style="color: black;">宣传</span>门金瞳奖联合举办，旨在“探索竖屏<span style="color: black;">宣传</span>的潜在价值，掀起<strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span>竖屏化运动，<span style="color: black;">诱发</span>行业对竖屏视频<span style="color: black;">宣传</span>、新视频新社交等<span style="color: black;">专题</span>的深入讨论，</span></strong>推动视频<span style="color: black;">宣传</span>竖屏化与品牌社会化营销变革。”创维获奖作品《你忙完了，<span style="color: black;">孩儿</span><span style="color: black;">亦</span><span style="color: black;">成长</span>了》就向<span style="color: black;">咱们</span>诠释了竖屏的价值。</p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fArxrZBCI9eROL7gs5ahfVibFUYYpgDPms5JKRvrpqh0f1vxRicE7flKsPR5V8Yjd7FFjfKOTVAzgbJ4e3GAvLRg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">亲情是人心底柔软之处</strong></p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fArxrZBCI9eROL7gs5ahfVibFUYYpgDPmeSCnSgRStqH9CgUCzguWynuU3E9QiaYXpstZWnCkwy0iaJ21DEzvcPicQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">05</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">蒙牛<span style="color: black;">世界杯《只是天生要强》</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">短片TVC</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">梅西为蒙牛拍的视频<span style="color: black;">宣传</span>里的标语<span style="color: black;">便是</span>“我不是天生强大，我只是天生要强”虽然这句文案是蒙牛为梅西打造的，但经过了<span style="color: black;">这次</span>世界杯之后，这句话<span style="color: black;">成为了</span>梗，就被网友们玩坏了：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“来自罗萨里奥的<span style="color: black;">孩儿</span>，他全神贯注盯着那只球，像西西弗斯<span style="color: black;">同样</span>，不知疲倦地把它踢进球场另一端的<span style="color: black;">前门</span>，一遍又一遍。”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"> “梅西=没戏”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">大众</span>都觉得梅西被蒙牛“奶死”<span style="color: black;">各样</span>恶搞段子出来，<strong style="color: blue;"><span style="color: black;">二次传播达到了惊人的效果。</span></strong></p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fArxrZBCI9eROL7gs5ahfVibFUYYpgDPm3QZRZN6wNRca5Uudku86vkVnKuxcH00HSI04iayr7bsoMhYvjwttQvw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">06</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">华帝《法国队夺冠，华帝退全款》</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">借势营销</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">世界杯<span style="color: black;">时期</span>，华帝官微宣布，“若法国队夺冠<span style="color: black;">制品</span>全退款，董事长正式签字登报了！！！<span style="color: black;">咱们</span>全都准备好了”。 此后法国队的赛事得到了<span style="color: black;">公众</span>的广泛关注。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">没想到的是，法国队真的夺冠了！！华帝兑现承诺<span style="color: black;">马上</span><span style="color: black;">颁布</span>了退款流程，华帝此次退款金额高达7900万。但<strong style="color: blue;"><span style="color: black;">刷屏级的<span style="color: black;">宣传</span>效果带来的关注度和流量都是巨大的，华帝这场世界杯营销<span style="color: black;">能够</span>说是非常成功了。</span></strong></p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fArxrZBCI9eROL7gs5ahfVibFUYYpgDPmN4nyrk22eC8XZRk6rZuRkrAkCxbLwE2oNCSngbChib4dqP3PR2Dicg0Q/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">07</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">壳牌#很稳很劲霸#</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">短视频<span style="color: black;">专题</span>营销</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">壳牌劲霸联合快手</span></strong>展开了一轮主题为#很稳很劲霸#的<strong style="color: blue;"><span style="color: black;">短视频营销推广。</span></strong><span style="color: black;">说到</span>卡车司机，<span style="color: black;">咱们</span>过往的印象无外乎于“彪形大汉”、“五大三粗”等标签词汇，<span style="color: black;">然则</span>快手上<span style="color: black;">哪些</span>卡车司机达人却用镜头下点点滴滴的生活场景改变着人们的刻板印象。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">壳牌劲霸正是看到快手真实、有效的流量，以及无可复制的强大社交链路，</span></strong>来<span style="color: black;">选取</span>快手<span style="color: black;">做为</span>此次壳牌劲霸R4PLUS<span style="color: black;">加强</span>型15W50新品卡车汽油上市的营销平台。</p><img src="https://mmbiz.qpic.cn/mmbiz_png/fArxrZBCI9eROL7gs5ahfVibFUYYpgDPmNiavWNGMWatDjDZb5xgC6dQx7lRwqM0iacF9ZO16eDDCX81XgXRPP1GQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">08</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">人民日报+天天P图 《快看呐!这是我的军装照》</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">互动H5</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">建军节<span style="color: black;">时期</span>，让<span style="color: black;">大众</span>上传<span style="color: black;">照片</span>，生成各自的军装照<span style="color: black;">能够</span>在互动中展现情感、传播知识。从7月29日晚发布，到7月31日下午18时，页面总浏览量(PV)超过2亿，独立访客(UV)累计3832万。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">最高在线人数峰值达到一分钟24.7万，H5分享到<span style="color: black;">伴侣</span>圈和好友、群组，总计711万，<strong style="color: blue;"><span style="color: black;">用户生成的军装照分享次数<span style="color: black;">更加是</span><span style="color: black;">不可胜数</span>。<span style="color: black;">作为</span>了真正的“刷屏”的创意<span style="color: black;">制品</span>。</span></strong></p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fArxrZBCI9eROL7gs5ahfVibFUYYpgDPmstdmLjp8YPPmIyk4WicPibibfyicUyhIuaJLkJVJQp39uqqhOTEtjMMAuw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">宣传</span>八大趋势</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">公众</span>传播时代，<span style="color: black;">宣传</span>传播链条是attention（<span style="color: black;">重视</span>）→interest（兴趣）→search（搜索）→action（行动）→share（分享）。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">互联网<span style="color: black;">显现</span>之后，传播链条<span style="color: black;">显现</span>革命性的变化：attention（<span style="color: black;">重视</span>）→interest（兴趣）→access（接入）→communication（沟通）→action（行动）。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">宣传</span>的目的<span style="color: black;">便是</span>为了驱动消费者的行动，自始至终<span style="color: black;">无</span>变过，<strong style="color: blue;"><span style="color: black;">然则</span><span style="color: black;">宣传</span>的形式却在飞速更新。2018<span style="color: black;">宣传</span>业的趋势<span style="color: black;">亦</span>比较<span style="color: black;">显著</span>：</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">一，<span style="color: black;">宣传</span>“边界模糊化”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">移动互联网的背景下，<span style="color: black;">宣传</span>传播内容的价值就<span style="color: black;">显现</span>了质的变革。强制接受模式的衰落，不仅使品牌内容日益宽广与<span style="color: black;">繁杂</span>，还在促成<span style="color: black;">宣传</span>内容<span style="color: black;">评估</span>标准的进化：从强调到达率到注重点击率、搜索率与被传播率等<span style="color: black;">关联</span>性指数。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">二<span style="color: black;">宣传</span>→窄告</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">公众</span>变为细分，<span style="color: black;">宣传</span>向“窄告”发展</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因为</span><span style="color: black;">媒介</span>的碎片化，<span style="color: black;">显现</span>了无数<strong style="color: blue;"><span style="color: black;">按照</span>心理和性格特征来细分的粉丝群体</strong>，在为<span style="color: black;">宣传</span>主<span style="color: black;">供给</span>受众<span style="color: black;">选取</span>的<span style="color: black;">同期</span>，<span style="color: black;">亦</span>深刻地<strong style="color: blue;">影响了<span style="color: black;">宣传</span>的表达方式</strong>。今后，将像存在代沟<span style="color: black;">同样</span>，有些<span style="color: black;">宣传</span>某群人看得懂，其他人群看不懂，<span style="color: black;">或</span>某群人很<span style="color: black;">爱好</span>，其他人群则非常讨厌。<strong style="color: blue;"><span style="color: black;">宣传</span>将向窄告发展。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>壳牌和快手合作的例子，可能<span style="color: black;">朋友</span>们都<span style="color: black;">无</span>听说过，<span style="color: black;">由于</span>你们<span style="color: black;">亦</span>不需要用卡车汽油，这个<span style="color: black;">宣传</span>不需要针对你们，<span style="color: black;">然则</span>它转化率和<span style="color: black;">宣传</span>效果从数据看都是好的。</p><img src="https://mmbiz.qpic.cn/mmbiz_png/fArxrZBCI9eROL7gs5ahfVibFUYYpgDPmuVhiceTl5ia4b0Yt2vP8ZSFd20yYibmko9LBJrATibF9iaibHss7CQDVdN2w/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">三，“原生”营销</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">“形式原生”和“内容原生”的<span style="color: black;">宣传</span>将吸引越来越多预算</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">自<span style="color: black;">媒介</span><span style="color: black;">行业</span>，硬广的投放效果<span style="color: black;">逐步</span>降低，粉丝的意见和想法对自<span style="color: black;">媒介</span>影响比<span style="color: black;">很强</span>，粉丝对硬广的排斥<span style="color: black;">亦</span>越来越强。<span style="color: black;">因此</span><strong style="color: blue;">原生<span style="color: black;">宣传</span>发展的空间更大。</strong><span style="color: black;">由于</span>原生<span style="color: black;">宣传</span><span style="color: black;">能够</span><strong style="color: blue;">不在打扰粉丝</strong>的<span style="color: black;">状况</span>下，为粉丝<span style="color: black;">供给</span>有价值的分享，<span style="color: black;">经过</span><span style="color: black;">优秀</span>分享快速<span style="color: black;">加强</span>品牌好感并转化粉丝。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>2017年3月，<strong style="color: blue;">网易云音乐</strong>联合<strong style="color: blue;">杭港<span style="color: black;">轻轨</span></strong><span style="color: black;">一起</span>推出以“看见音乐的力量”为主题的“乐评专列”项目。该项目精选了网易云音乐上的85条UGC精彩乐评，印刷在杭州<span style="color: black;">轻轨</span>1号线的一列车，<strong style="color: blue;">使乘客以阅读的形式，感受到来自音乐的力量。 </strong></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">四，短视频<span style="color: black;">宣传</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">将来</span>网络上最主流的内容营销形式</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">最早引领短视频<span style="color: black;">宣传</span>潮流的是谷歌，2016年4月份<span style="color: black;">败兴</span>，谷歌在YouTube上尝试6秒<span style="color: black;">宣传</span>——<strong style="color: blue;">短小精悍、信息集中，</strong>让人来不及<span style="color: black;">选取</span>“跳过”就播完了。<span style="color: black;">按照</span>谷歌<span style="color: black;">颁布</span>的数据，自2017年<span style="color: black;">第1</span>季度起，YouTube上<span style="color: black;">运用</span>6秒视频<span style="color: black;">宣传</span>的<span style="color: black;">宣传</span>主的数量季度同比增长了70%。<span style="color: black;">此刻</span>，有三分之一的<span style="color: black;">宣传</span>主会在YouTube上<span style="color: black;">运用</span>6秒<span style="color: black;">宣传</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">五，<span style="color: black;">宣传</span><span style="color: black;">专题</span>化</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">幽默是最佳谈资，但和品牌结合的难度很高</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">幽默一向是<span style="color: black;">宣传</span>创作者的常规武器，但它的<span style="color: black;">功效</span>却始终备受争议。<span style="color: black;">宣传</span>大师约翰·卡普莱斯就说过：“你<span style="color: black;">能够</span>让上百万人捧腹大笑，但不会有任何一个人购买你的<span style="color: black;">制品</span>。”他<span style="color: black;">意见</span><span style="color: black;">宣传</span>作者不要玩幽默。<span style="color: black;">不外</span>，他的<span style="color: black;">意见</span>在今天恐怕行不通，<span style="color: black;">由于</span>今天的消费者习惯了海量的交流沟通，<span style="color: black;">她们</span>会自动转向最有趣的信息。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">将来</span>会有<span style="color: black;"><strong style="color: blue;"><span style="color: black;">更加多</span>的品牌<span style="color: black;">宣传</span>往“造梗”的方向去尝试</strong></span>，<span style="color: black;">帮忙</span>消费者在社会交往中赢得话语权和幽默感。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">六，自<span style="color: black;">媒介</span>营销</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">自<span style="color: black;">媒介</span><span style="color: black;">起始</span>主流化，营销<span style="color: black;">亦</span><span style="color: black;">起始</span>两极分化</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在自<span style="color: black;">媒介</span>投放<span style="color: black;">选取</span>上，品牌越来越倾向把预算投放在中高端自<span style="color: black;">媒介</span>上，<span style="color: black;">便是</span>强IP上。<span style="color: black;">由于</span>这些强IP聚集了<span style="color: black;">海量</span>粉丝，即便它们报价很高，品牌<span style="color: black;">亦</span>乐于去投放。以后这种两极分化会越来越严重。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">强IP不缺<span style="color: black;">宣传</span>，<span style="color: black;">海量</span>的长尾小自<span style="color: black;">媒介</span>，会竞争越来越大</strong>，同质化严重、相对价值比较低等等<span style="color: black;">原由</span><span style="color: black;">导致</span>品牌投放比较少。在以后，这些小自<span style="color: black;">媒介</span>可能呈现出属于自己的竞争法则，它们会集合在一个强大的代理平台，按转化率来为品牌<span style="color: black;">供给</span><span style="color: black;">宣传</span>服务。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">七，品牌联合</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">联合营销就像谈<span style="color: black;">爱情</span>，合适的<span style="color: black;">才可</span>修成正果</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">途径</span>、内容、品牌，他们越来越多的跳出自己的立场，打通自己的资源。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按照</span>CTR媒介智讯对六大视频网站的7月份的<span style="color: black;">宣传</span>统计<span style="color: black;">状况</span>，<span style="color: black;">咱们</span>会<span style="color: black;">发掘</span>在<span style="color: black;">全部</span>品牌<span style="color: black;">宣传</span>里面88%是品牌<span style="color: black;">宣传</span>，电商联合<span style="color: black;">宣传</span>，电商和品牌合着<span style="color: black;">一块</span>去做的<span style="color: black;">宣传</span>占到了11%，<span style="color: black;">另一</span>1%是电商<span style="color: black;">自己</span>去做的<span style="color: black;">宣传</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这<span style="color: black;">寓意</span>着，<strong style="color: blue;">当<span style="color: black;">途径</span>在进行营销的时候，<span style="color: black;">更加多</span>的和它的参与者结合在了<span style="color: black;">一块</span>。</strong>当然，<span style="color: black;">亦</span>有和节目内容<span style="color: black;">一块</span>做的营销。<span style="color: black;">将来</span>的营销里面，各方的联系会越来越紧密，越来越多。<strong style="color: blue;"><span style="color: black;">例如</span>人民日报和美图旗下的天天P图<span style="color: black;">一块</span>合作的军装照就非常成功。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">八，剧场<span style="color: black;">宣传</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">最高境界是“让用户都感觉不到这是一条<span style="color: black;">宣传</span>”</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">随着消费者对<span style="color: black;">宣传</span>信息的抵抗力<span style="color: black;">持续</span><span style="color: black;">加强</span>，<span style="color: black;">宣传</span>主不得不思考<span style="color: black;">经过</span>“不可跳过<span style="color: black;">宣传</span>”来<span style="color: black;">增多</span>与消费者的接触。“剧中广告”<span style="color: black;">便是</span>一种“不可跳过<span style="color: black;">宣传</span>”。今年<span style="color: black;">非常多</span>剧都采用这种<span style="color: black;">宣传</span>形式，<strong style="color: blue;"><span style="color: black;">例如</span>大火的《延禧攻略》中就有<span style="color: black;">非常多</span>剧场<span style="color: black;">宣传</span>，</strong>乍一看还以为是剧情的一部分，不令人反感，<span style="color: black;">然则</span>仍需<span style="color: black;">重视</span>适度。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">参考文献：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1、沈浩卿：媒介360《2018<span style="color: black;">宣传</span>趋势：营销的8个“主流” 》</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2、<span style="color: black;">宣传</span>门《短视频营销<span style="color: black;">怎样</span>稳中求胜？壳牌劲霸这波玩的#很稳很劲霸#》</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3、<span style="color: black;">宣传</span>买卖网：《揭秘人民日报“军装照”H5<span style="color: black;">背面</span>的故事》</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">以上<span style="color: black;">便是</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2018<span style="color: black;">宣传</span>的</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">八大案例</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">和</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">八个趋势啦</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">别忘记</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">adding</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">到你的答题素材库哦~</strong></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"> • end • </strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">编辑 | 柠七</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">图 | 网络</strong></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
你的努力一定会被看见，相信自己，加油。
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