hype-based advertising- a new model of integrated marketing communication（hype-based广告u2014u2014整合营销传播的新模式）.docVIP

Hype-based advertising: a new model of integrated marketing communication The traditional system of integrated marketing communication, advertising and hype are side by side with the means of communication is generally considered advertising requires a lot of cost to achieve marketing purposes, and speculation on the contrary, especially the network hype, is a low-cost marketing model. On the other hand, in the endless variety of network events today, with people of different speculation, commercial brand to achieve low-cost speculation has become increasingly difficult in this case, the advertising and hype in recent years began to fit, hype-based advertising has become a new integrated marketing communication model, and was a lot of small and medium businesses. Advertising and hype of the fit Hype from the marketing perspective, nothing more than an occasion to rally and divided. Rally case is southwest snack food brand advertising cat duo miles since mid to late June this year, the Chengdu bus and other public places, about 1 million mobile TV, while playing cat duo miles candy creative advertising, a full one minute version of the ad, creative roughly like this: a romantic evening, a boy riding a mountain bike and travel to get to know the beautiful white dress, respectively, At first thought it was a beautiful ad, but when a white dress fluttering beauty began to sing ‘pavilion, the trail edge ...’ song, the ad immediately to the tune of a Parthian shot, because the beauty of the tone has run nine days outside the cloud. boy was scared away, followed by the cat duo miles back took clothes, fed a beautiful block the mouth. They immediately return to the romantic scene. advertising slogan: ‘mouth idle, especially dangerous.’ As the advertisement has been broadcast in the bus, cat duo miles has become common knowledge, instantaneous condemning, recently was named one of the most disgusting ad. Cat duo miles of leisure is a specialty candy Yunnan, in the