从策略传播管理到数据沟通管理——大数据诱致广告运作制度的变迁
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摘要
数据与智力是广告业的两大核心资源,其供给状况决定了广告业的基本运作方式及其效果。传统的样本调查技术造成的数据供给不足,催生了以创意生产为核心、过分依赖广告人个人智慧的策略传播管理制度。大数据的出现与应用实现了数据资源的充分供给,诱致广告运作制度向数据沟通管理的变迁,进而带来广告服务的效率提升和广告产业结构的合理化。
Data and intelligence are the two core resources of advertising industry, and their supply conditions determine the basic operation mode and effects of advertising industry. The lack of data supply caused by the traditional sample survey leads to the strategy management system which relies on creative production and relies too much on the personal wisdom of the advertisers. The emergence and application of big data results in the full supply of data resources, and leads to the change of the advertising operation system to the management of data communication, which leads to the promotion of the efficiency of advertising services and the rationalization of the advertising industry structure.
Data and intelligence are the two core resources of advertising industry, and their supply conditions determine the basic operation mode and effects of advertising industry. The lack of data supply caused by the traditional sample survey leads to the strategy management system which relies on creative production and relies too much on the personal wisdom of the advertisers. The emergence and application of big data results in the full supply of data resources, and leads to the change of the advertising operation system to the management of data communication, which leads to the promotion of the efficiency of advertising services and the rationalization of the advertising industry structure.
引文
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[2]刘保孚等.策划实务全书[M].北京:经济日报出版社,1995,第9页.
[3][美]奥格威,庄淑芬译.广告大师奥格威--未公诸于世的选集[M].北京:生活读书新知三联书店,1996,作者序.
[4]何祚.数据库简介[J].建筑经济研究,1980(3),第35页.
[5]何永祺.数据库营销的兴起与前瞻[J].商业经济与管理,1994(5),第21页.
[6][美]唐·舒尔茨等著,王茁等译.整合营销传播:创造企业价值地五大关键步骤[M].北京:清华大学出版社,2013,第9页.
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[8][美]Pang-Ning Tan等著,范明等译.数据挖掘导论[M].北京:人民邮电出版社,2006,第3页.
[9]IDKW图解中心编著.玩转大数据[M].北京:人民邮电出版社,2015,第9页.
[10][美]斯蒂芬·赫克等著,粟志敏译.资源革命:如何抓住一百年来最大的商机[M].杭州:浙江人民出版社,2015,序第Ⅴ页.
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