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2002年10月1日,由《南方都市报》主办的中国南方汽车展、国庆房产大联展在广州隆重举行,其中中国南方汽车展5天参观人数超过了35万人次。由一个媒体一手策划组织、同期推出两个如此大规模的活动,这在新闻界、行业界乃至政府部门都引起了极大的反响。究竟是什么力量让南都人如此娴熟地玩活这把策划宝剑?笔者在《南方都市报》企划部考察调研近3个月,亲历见证了一群年轻的报人是如何将一个又一个创意点放大到极致,并一步又一步执行落实,最终成为一次又一次轰动策划的。笔者谨以《南方都市报》2002年部分经典活动策划为案例,总结性地述评一下活动策划在媒体品牌推广中的运用.以期对媒介同业的经营发展有所借鉴.
On October 1, 2002, Southern China Auto Show and National Day Real Estate Grand Show, sponsored by Southern Metropolis Daily, was held in Guangzhou. Among them, the number of visitors to Southern China Motor Show exceeded 350,000 in five days. Organized by a single media organization, the introduction of two such large-scale events over the same period has caused great repercussions in the press, industry and even government departments. What is the strength of the Southern people are so adept play to play this planning sword? The author in the “Southern Metropolis Daily” Planning Department of Investigation and Investigation nearly 3 months, witnessed a group of young informants how to one after another creative point to enlarge To the extreme, and step by step implementation of the implementation, eventually becoming a sensation planning again and again. I would like to “Southern Metropolis Daily” in 2002 some of the classic planning activities as a case, summarize the activities of the planning review in the media brand promotion in the hope of the media business with the development of the business for reference.