作 者: ;
机构地区: 湖北科技学院人文与传媒学院
出 处: 《临沂大学学报》 2015年第1期75-79,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 paper discusses the changes of advertising forms,the big data value of advertising,the transformation and reconstruction of the advertising industry under the background of big data.It is thought that big data makes advertisement develop further towards pan morphology and information,advertising operation towards datamation.It points out the big data value of advertising from the explicit and implicit relationships,the degree of importance and the implement ways.Finally,it interprets the datamation transformation and reconstruction of the advertising industry.
领 域: [经济管理—广告] [经济管理—产业经济]