广告新世纪

      加利福利亚,门洛帕克-不是只有销售商才会对广告感兴趣,大家都对广告很感兴趣。毕竟,是广告在为我们许多人看到的大部分东西支付费用(包括这张报纸)。而且,广告也会告诉我们新产品的情况,推动公司改善它们的产品和服务。当然,广告有好坏之分(产品也有好坏之分)。

        幸运的是,广告将会(必将会)通过突出好的方面、减少坏的方面的方式,向前发展——因为广告商越来越需要消费者来帮助他们传递产品的信息,而消费者是不会支持差的产品的。(这种说法有些乌托邦式的夸大其词,但是其中也包含着一些真理。)

        当然,有时候,当我说广告必须进行变革的时候,我很难向人们明白地说明我的意思。广告要从向被动的消费者传达“信息”,到向赞助、产品置入以及与主动的消费者对话的方向发展。传统的广告技巧将让位于公共关系技巧。

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