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1、在广告的运用上，广告创意与媒体创意成为影响力的重要因素,表现创意 形式创意 媒体创意,创意的整合,从作品创意到媒介创意,D:作品集广告创意情感诉求袜子，情感诉求：幽默.rm D:作品集广告创意问题解决治疗鼻塞的广告.MPG,*2004年17月，30秒及30秒以上长度的广告快速增长。 *5秒、10秒和15秒长度广告的增长幅度均低于电视广告的平均增幅（46.7）。,表现形式的整合,广告创意和媒体创新的结合,把媒体作为创新和提升品牌的资源,(北海爵士乐队),(关节膏),(伤残运动会),传播手段的整合,在中国市场的竞争中，企业习惯使用的推广方式，广告经常是首选的手段。,中国市场还没有真正进入品牌推广竞
2、争的时代，在较为简单的竞争环境中，广告足够解决企业遇到的与消费者沟通的一般问题。,产品,品牌竞争,渠道,市场发展,告知,劝服,沟通,广告作用,广告在不同阶段的作用,中国企业各种品牌传播手段的使用情况,（数据来源：现代广告2003学术特刊 “广告主营销广告活动全透视）,数据来源：现代广告2004年第一期,广告当然第一,传播媒介的整合,由媒介到接触点的全面管理,活动整合,活动的整合是指在传播中，将过去单一的、片断的信息传播变为一个相对完整的、持续性的整体信息传活动的整合,丰田威驰,2002年12月20日,天津丰田汽车(天津丰田)于2002年10月9日开始投产的轿车“威驰(VIOS)”，在中国受到消
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