作 者: ;
机构地区: 湖北科技学院人文与传媒学院
出 处: 《广告大观(理论版)》 2015年第1期34-38,共5页
摘 要: 文章对大数据背景下广告形态的变迁、广告的大数据价值以及广告产业的转型与重构进行了论述,认为大数据使得广告进一步朝着泛形态化和资讯化的方向发展,运作上则走向数据化;从显隐关系、重要程度和实现途径三个层面指出广告的大数据价值;最后对广告产业的数据化转型与重构做了阐释。 This article discussed about issues below: the advertising forms change, the big data value of advertising, the transformation and reconstruction of the advertising industry under the background of big data. Come to the conclusion that big data makes advertisement further towards morphology and information, while operation of advertisement come more towards digitization. Article points out the big data value of advertising from the explicit and implicit relationships, importance and the realization forms. Finally interpreting digitization transformation and reconstruction of the advertising industry.
领 域: [经济管理—广告] [经济管理—产业经济]