创意传播的沟通元与协同创意.pptx

创意传播的沟通元与协同创意IKEA THE BIG SLEEPOVER传说中的“在宜家过夜”是100位宜家粉丝在伦敦的宜家门店中过夜 源于Facebook上一个由粉丝自发组成的叫做“I Wanna Have A Sleepover In IKEA”file:///\\localhost\Users\shenhong\Desktop\%25E5%2588%259B%25E6%2584%258F%25E4%25BC%25A0%25E6%2592%25AD%25E7%259A%2584%25E6%25B2%259F%25E9%2580%259A%25E5%2585%2583%25E4%25B8%258E%25E5%258D%258F%25E5%2590%258C%25E5%2588%259B%25E6%2584%258F\IKEA%20campaign%25EF%25BC%259A%25E5%259C%25A8%25E5%25AE%259C%25E5%25AE%25B6%25E8%25BF%2587%25E5%25A4%259C.flvIKEA file:///\\localhost\Users\shenhong\Desktop\%25E5%2588%259B%25E6%2584%258F%25E4%25BC%25A0%25E6%2592%25AD%25E7%259A%2584%25E6%25B2%259F%25E9%2580%259A%25E5%2585%2583%25E4%25B8%258E%25E5%258D%258F%25E5%2590%258C%25E5%2588%259B%25E6%2584%258F\IKEA%20campaign%25EF%25BC%259A%25E5%259C%25A8%25E5%25AE%259C%25E5%25AE%25B6%25E8%25BF%2587%25E5%25A4%259C.flvcampaignfile:///\\localhost\Users\shenhong\Desktop\%25E5%2588%259B%25E6%2584%258F%25E4%25BC%25A0%25E6%2592%25AD%25E7%259A%2584%25E6%25B2%259F%25E9%2580%259A%25E5%2585%2583%25E4%25B8%258E%25E5%258D%258F%25E5%2590%258C%25E5%2588%259B%25E6%2584%258F\IKEA%20campaign%25EF%25BC%259A%25E5%259C%25A8%25E5%25AE%259C%25E5%25AE%25B6%25E8%25BF%2587%25E5%25A4%259C.flv：在宜家过file:///\\localhost\Users\shenhong\Desktop\%25E5%2588%259B%25E6%2584%258F%25E4%25BC%25A0%25E6%2592%25AD%25E7%259A%2584%25E6%25B2%259F%25E9%2580%259A%25E5%2585%2583%25E4%25B8%258E%25E5%258D%258F%25E5%2590%258C%25E5%2588%259B%25E6%2584%258F\IKEA%20campaign%25EF%25BC%259A%25E5%259C%25A8%25E5%25AE%259C%25E5%25AE%25B6%25E8%25BF%2587%25E5%25A4%259C.flv夜各种服务应有尽有: 夜宵、按摩、美甲、电影，甚至有明星讲睡前故事最贴心的是，睡眠专家传授睡眠知识，让每一个人在宜家睡个好觉 这一切被记录下来，制成了一支广告，多么巧妙的事件营销 试想，随后的口碑营销和网民自发分享带来的传播效果创意传播时代来临没有创意就没有传播，创意传播重新定义数字时代的营销传播，协同创意是创意传播的核心，并且渗透到营销传播的各个环节，各个层面。沟通元则是协同创意得以实现的关键。1、沟通元2、协同创意3、没有创意，不成传播1、沟通元沟通元就是基于一个可复制的共同的基本价值要素，在不同语境中可以不断扩散变异的文化基因沟通元的英文原单词为Meme，Meme在英语中是一个生物领域内的新创词汇，1976年，牛津大学生物学家理查德道金斯(Richard Dawkins)道金斯发表的科普著作《自私的基因》，第一次使用。表达一种文化传播单位或模仿单位的概念。 有人将Meme称为互联网文化基因——米姆file:///\\localhost\Users\shenhong\Desktop\%25E5%2588%259B