论坛 › 湖南 › 考前必要15丨信息流宣传、宣传监管、文案分析、宣传策划，宣传类考点在这儿！

6hz7vif 发表于 2024-8-9 12:06:47

考前必要15丨信息流宣传、宣传监管、文案分析、宣传策划，宣传类考点在这儿！

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/ZB62IQEYJs6e3aNrqaibDLxzzzrwLN9MOWlHYQYD0VO3C9GIHUv29w4n6icGfdEh4BribVz9Qls7ic5dg0qia0VZyDQ/640?wx_fmt=gif&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;">作者&nbsp;|</strong></strong></span><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;">希希哥</span></strong></strong></strong></strong></span><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;">编辑 |</strong> <strong style="color: blue;"><strong style="color: blue;"><span style="color: black;">小花</span></strong></strong></strong></strong></span><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;">22级新传考研交流<strong style="color: blue;"><strong style="color: blue;">1群：<strong style="color: blue;"><strong style="color: blue;">1162692518</strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></span><strong style="color: blue;"><span style="color: black;">考前<span style="color: black;">必须</span>15：<span style="color: black;">宣传</span>类</span></strong>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">预测考题</strong></span></p><strong style="color: blue;"><span style="color: black;">1、</span></strong><span style="color: black;"><strong style="color: blue;"><span style="color: black;">信息流<span style="color: black;">宣传</span>（5分）</span></strong></span><strong style="color: blue;"><span style="color: black;">2、</span></strong><span style="color: black;"><strong style="color: blue;"><span style="color: black;">简述网络<span style="color: black;">宣传</span>监管的难点有<span style="color: black;">那些</span>（10分）</span></strong></span><strong style="color: blue;"><span style="color: black;">3、论述<span style="color: black;">宣传</span>在“中国<span style="color: black;">制品</span>——中国品牌”的转型中的<span style="color: black;">功效</span>（30分）</span></strong><strong style="color: blue;"><span style="color: black;">4、</span></strong><strong style="color: blue;"><span style="color: black;">从专业<span style="color: black;">方向</span>分析“李佳琦”直播带货现象与传统的<span style="color: black;">宣传</span>有何<span style="color: black;">区别</span>，对行业发展、消费者、品牌方有<span style="color: black;">那些</span>利<span style="color: black;">坏处</span>（30分）</span></strong><strong style="color: blue;"><span style="color: black;">5、</span></strong><strong style="color: blue;"><span style="color: black;">结合实例论述移动社交对<span style="color: black;">宣传</span>传播的影响以及规制（50分）</span></strong><strong style="color: blue;"><span style="color: black;">6、</span></strong><strong style="color: blue;"><span style="color: black;">“孤独<span style="color: black;">便是</span>，有些人无话可说，有些话无人可说”，江小白以扎心却又朴实的文案在过去几年<span style="color: black;">快速</span><span style="color: black;">霸占</span>了<span style="color: black;">青年</span>受众的心。结合当下传播情境，简析互联网文案的特点并解析江小白文案的品牌传播策略。（30分）</span></strong><strong style="color: blue;"><span style="color: black;">
            <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">7、以“净网行动”为主题写一个字数不少于1000字的活动<span style="color: black;">宣传</span>文案<span style="color: black;">或</span><span style="color: black;">宣传</span>策划案（40分）</p>
      </span></strong>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">参考答案</strong></span></p><strong style="color: blue;"><span style="color: black;">预测考题1：<span style="color: black;">信息流</span></span></strong><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span>（5分）</span></strong></strong></span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">信息流<span style="color: black;">宣传</span><span style="color: black;">指的是</span>在社交<span style="color: black;">媒介</span>用户好友动态、<span style="color: black;">或</span><span style="color: black;">新闻</span><span style="color: black;">媒介</span>和视听媒<span style="color: black;">身体</span>容流中的<span style="color: black;">宣传</span>，由Facebook 在2006年<span style="color: black;">首要</span>推出。<span style="color: black;">重点</span><span style="color: black;">指的是</span>依托平台的<span style="color: black;">媒介</span>属性和用户画像能力，针对用户<span style="color: black;">爱好</span>和特点进行智能化、个性化的<span style="color: black;">宣传</span><span style="color: black;">举荐</span>的<span style="color: black;">宣传</span>形式，其最为直观的特点是其展现形式镶嵌在社交<span style="color: black;">媒介</span>的信息流之中，将<span style="color: black;">宣传</span>穿插于内容之中。信息流<span style="color: black;">宣传</span>结合了<span style="color: black;">详细</span>的传播情境的<span style="color: black;">同期</span>，实现了<span style="color: black;">精细</span>投放，<span style="color: black;">拥有</span>针对性、隐蔽性、互动性和智能性。大数据环境下，<span style="color: black;">宣传</span>市场机遇与挑战并存，为了取得<span style="color: black;">宣传</span>主营销效果、<span style="color: black;">媒介</span><span style="color: black;">商场</span>化和用户体验三方面的共赢局面，信息流广告形式应运而生。<span style="color: black;">伴侣</span>圈<span style="color: black;">宣传</span>、<span style="color: black;">博客</span>的粉丝头条等都是<span style="color: black;">平常</span>的信息流<span style="color: black;">宣传</span>形式。</span></p><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;">预测考题</strong><strong style="color: blue;">2</strong><strong style="color: blue;">：<strong style="color: blue;"><span style="color: black;">简述网络</span></strong></strong></strong></span><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span>监管的难点有<span style="color: black;">那些</span>（10分）</span></strong></strong></strong></span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">网络<span style="color: black;">宣传</span>即电子<span style="color: black;">宣传</span>，指<span style="color: black;">经过</span>电子信息服务传播给消费者的<span style="color: black;">宣传</span>。其实，网络<span style="color: black;">宣传</span><span style="color: black;">便是</span>以互联网微<span style="color: black;">媒介</span>发布，传播的<span style="color: black;">商场</span><span style="color: black;">宣传</span>。网络<span style="color: black;">宣传</span><span style="color: black;">拥有</span>互动性、<span style="color: black;">即时</span>性、针对性强、形式多样、传播范围大影响广等特点。网络<span style="color: black;">宣传</span>与传统媒介的<span style="color: black;">宣传</span>差异巨大，且在我国发展的年限较短，有<span style="color: black;">关联</span>立法不全面，监管存在困难等问题。规范化和法制化是我国<span style="color: black;">宣传</span>发展的必由之路。</span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">1、</span><span style="color: black;">宣传</span>主体“因新而难”</span></strong></span><span style="color: black;">网络<span style="color: black;">宣传</span><span style="color: black;">因为</span>新媒介、新技术等各方面的创新因而<span style="color: black;">拥有</span>多种多样的形式。平台的多样性使人们<span style="color: black;">能够</span>在<span style="color: black;">各样</span>软件上看到<span style="color: black;">宣传</span>。技术的创新<span style="color: black;">亦</span>使<span style="color: black;">宣传</span>的形势变得更为丰富，如弹窗式<span style="color: black;">宣传</span>、H5界面等。繁杂多样的<span style="color: black;">宣传</span>形式使其在监管过程中难以用统一的标准去衡量<span style="color: black;">宣传</span><span style="color: black;">是不是</span>违规。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">2、</span>“无界”式<span style="color: black;">宣传</span>追责难</span></strong></span></p><span style="color: black;">互联网给人们<span style="color: black;">供给</span>了一个巨大的平台，正<span style="color: black;">所说</span>“万物互联”说的正是这种<span style="color: black;">状况</span>。网络<span style="color: black;">宣传</span>无地界、国界的特点使受众的<span style="color: black;">选取</span>面空前扩大，<span style="color: black;">然则</span>面临的<span style="color: black;">许多</span>问题不容小觑。如：地位范围的扩大<span style="color: black;">导致</span>追责困难，<span style="color: black;">亦</span>给调查取证<span style="color: black;">增多</span>了难度；跨越国界的<span style="color: black;">宣传</span>使<span style="color: black;">区别</span>国家的法律难以协调。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">3、</span>监管方难以适应</span></strong></span></p><span style="color: black;">在网络<span style="color: black;">宣传</span>未<span style="color: black;">显现</span>时，人们已习惯面对面进行买卖；后来电视购物和报纸<span style="color: black;">宣传</span>的浮现使人们有了新的被推广方式，监管方的问责<span style="color: black;">亦</span><span style="color: black;">能够</span>细化到<span style="color: black;">详细</span>的电视台或报纸的负责人。网络<span style="color: black;">宣传</span>的<span style="color: black;">繁杂</span>性与远距离性给监管方的管控<span style="color: black;">增多</span>了难度，<span style="color: black;">保证</span>受众双方的信息的保密性和信息完整性是应<span style="color: black;">即时</span><span style="color: black;">处理</span>的问题。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">4、</span>寻找法侓依据难</span></strong></span></p><span style="color: black;">网络<span style="color: black;">宣传</span>的<span style="color: black;">显现</span>带动了<span style="color: black;">商场</span>流通<span style="color: black;">行业</span>的现代化问题。除了<span style="color: black;">少许</span>无形或<span style="color: black;">媒介</span>类商品外，绝大<span style="color: black;">都数</span>商品和服务都<span style="color: black;">必要</span><span style="color: black;">处理</span>交割问题，<span style="color: black;">处理</span>与电子商务应用方式相<span style="color: black;">叫作</span>的速度、质量和成本问题，这<span style="color: black;">需求</span>与之配套的<span style="color: black;">商场</span>自动化、物流现代化等。其中面对的法律问题众多给监管方加大了工作量带来了新的挑战。</span><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;">预测考题</strong><strong style="color: blue;">3</strong><strong style="color: blue;">：</strong><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">论述<span style="color: black;">宣传</span>在“</span></strong></span></strong></strong></strong></span><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">中国<span style="color: black;">制品</span>——中国品牌”的转型中的<span style="color: black;">功效</span>（30分）</span></strong></span></strong></strong></strong></span><span style="color: black;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">品牌是企业乃至国家竞争力的综合表征，从“中国<span style="color: black;">制品</span>”到“中国品牌”，昭示着供给结构和需求结构的升级方向。<span style="color: black;">宣传</span>在构建消费者品牌感知，<span style="color: black;">从而</span>形成品牌忠诚的过程中，起着不可或缺的<span style="color: black;">功效</span>，下面我将从消费者品牌认知、品牌增值、品牌形象等方向探讨<span style="color: black;">宣传</span>在实现中国品牌转型中的<span style="color: black;">功效</span>。</p>
    </span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">1、</span><span style="color: black;">宣传</span>是消费者感知品牌的重要方式</span></strong>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（一）<span style="color: black;">宣传</span>构建品牌识记</span></p><span style="color: black;"><span style="color: black;">宣传</span><span style="color: black;">能够</span><span style="color: black;">经过</span>视觉形象、代言、口号等方式，<span style="color: black;">经过</span><span style="color: black;">海量</span>的重复与强调，在消费者心中形成<span style="color: black;">必定</span>的认识与感知。就像当<span style="color: black;">咱们</span>听到“一切皆有可能”时，就会想到李宁这一中国品牌，<span style="color: black;">宣传</span><span style="color: black;">便是</span><span style="color: black;">经过</span><span style="color: black;">这般</span>的重复传播方式，让人们接触到品牌，从而辨识品牌。在实现“中国品牌”的过程中，<span style="color: black;">宣传</span><span style="color: black;">能够</span><span style="color: black;">经过</span><span style="color: black;">宣传</span>创意与宣传，让世界认识到中国的品牌。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（二）<span style="color: black;">宣传</span>提炼<span style="color: black;">制品</span>利益，传达品牌价值</span></p><span style="color: black;"><span style="color: black;">宣传</span>对<span style="color: black;">制品</span>的独特之处进行提炼，既宣传了<span style="color: black;">制品</span>，<span style="color: black;">亦</span>从<span style="color: black;">制品</span>中传达出了品牌的价值。<span style="color: black;">宣传</span>在对“中国<span style="color: black;">制品</span>”的特点进行概念化的<span style="color: black;">同期</span>，<span style="color: black;">亦</span>将“中国品牌”的价值传达出去了。海尔在<span style="color: black;">宣传</span>中<span style="color: black;">始终</span>宣传<span style="color: black;">自己</span><span style="color: black;">制品</span>质量好，<span style="color: black;">亦</span>在世界范围内的消费者心中传达出了值得信赖的品牌形象。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">2、</span><span style="color: black;">连续</span><span style="color: black;">持续</span>的<span style="color: black;">宣传</span>传播与品牌增值联系密切</strong></span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（一）<span style="color: black;">宣传</span>利用大数据优化品牌关系</span></p><span style="color: black;">现代<span style="color: black;">宣传</span>利用大数据技术，对效果进行<span style="color: black;">必定</span>的监测，从而进一步创造出更为消费者所接受的<span style="color: black;">宣传</span>作品，还<span style="color: black;">能够</span>做出预判，<span style="color: black;">供给</span>超出顾客期望值的服务，<span style="color: black;">表率</span>品牌给予顾客人文关怀。<span style="color: black;">其中</span>国品牌逐步走向世界的过程中，<span style="color: black;">经过</span>事先的<span style="color: black;">宣传</span>数据调研与后续监测，提前做出相应反应，能够<span style="color: black;">提高</span>中国品牌与全世界消费者间的关系。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（二）<span style="color: black;">宣传</span>可<span style="color: black;">创立</span>品牌情感文化认同，从而构建品牌忠诚</span></p><span style="color: black;"><span style="color: black;">经过</span>洞察，<span style="color: black;">宣传</span>能够提炼出品牌的核心内涵，并且<span style="color: black;">经过</span>调研，使其更易被消费者接受。品牌的人文价值观、品牌文化的对外传播<span style="color: black;">亦</span><span style="color: black;">常常</span>是靠<span style="color: black;">宣传</span>来实现的。<span style="color: black;">例如</span>华为在非洲的电力<span style="color: black;">宣传</span>，就讲述了一个男孩<span style="color: black;">由于</span><span style="color: black;">无</span>电，生活产生了很大的<span style="color: black;">不方便</span>，<span style="color: black;">最后</span>华为电力实现了他心中理想的生活的故事。这个<span style="color: black;">宣传</span>就能够展现华为的担当与使命，让消费者构建情感认同。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（三）<span style="color: black;">宣传</span>利用整合传播放大品牌美誉</span></p><span style="color: black;"><span style="color: black;">宣传</span>媒介<span style="color: black;">途径</span>的科学搭配，新旧<span style="color: black;">媒介</span>的<span style="color: black;">恰当</span><span style="color: black;">选取</span>，能够使各个方向的<span style="color: black;">宣传</span>传达出<span style="color: black;">一样</span>的声音，<span style="color: black;">这般</span>的方式，<span style="color: black;">能够</span><span style="color: black;">帮忙</span>品牌形成良好的美誉度。品牌美誉度一旦形成，就<span style="color: black;">寓意</span>着消费者<span style="color: black;">已然</span>对品牌产生了足够的信任，<span style="color: black;">更易</span>刺激产生较为主观的购买<span style="color: black;">行径</span>。中国品牌想要走出国门，<span style="color: black;">必须</span>更有目的性、更科学的<span style="color: black;">宣传</span>来放大品牌美誉。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">3、</span><span style="color: black;">宣传</span>展现中国形象，延长品牌生命</strong></span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（一）<span style="color: black;">宣传</span>说服能够延续品牌生命</span></p><span style="color: black;">广告有<span style="color: black;">必定</span>的说服效果，一旦品牌形象被消费者认可，就能够将品牌的生命大大延续，当消费者在<span style="color: black;">选取</span>购买的未经提示的<span style="color: black;">状况</span>下，会优先<span style="color: black;">选取</span>此类品牌。<span style="color: black;">例如</span>一个认可老干妈品牌的外国消费者，想要吃中国的辅食酱料时，还会优先<span style="color: black;">选取</span>老干妈的辣酱。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（二）<span style="color: black;">宣传</span>可将品牌理念配以故事进行传播</span></p><span style="color: black;"><span style="color: black;">宣传</span>常常是个会写故事的作家，它不仅<span style="color: black;">能够</span>传播单一的某个品牌，在中国品牌形象的构建中，<span style="color: black;">宣传</span>更<span style="color: black;">能够</span>宣传一个国家的形象。中国品牌<span style="color: black;">表率</span>着国家的形象，<span style="color: black;">宣传</span><span style="color: black;">能够</span>从这些品牌中找到共通点，从而展示中国的气质风貌。</span><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;">预测考题</strong><strong style="color: blue;">4</strong><strong style="color: blue;">：</strong><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">从专业<span style="color: black;">方向</span>分析“李佳琦”直播带货现象与传统的<span style="color: black;">宣传</span>有何<span style="color: black;">区别</span>，对行业发展、消费者、品牌方有<span style="color: black;">那些</span>利<span style="color: black;">坏处</span>（30分）</span></strong></span></strong></strong></strong></span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">自2016年“直播元年”<span style="color: black;">败兴</span>，网络直播就<span style="color: black;">快速</span>席卷了各行各业，收获了大批流量。“直播+秀场”、“直播+游戏”、“直播+电商”等模式实现了跨行业双赢。随着直播带货模式的发展日渐成熟，<span style="color: black;">有些</span>行业“翘楚”<span style="color: black;">起始</span>崭露头角，凭借个人的影响力推广<span style="color: black;">制品</span>促成消费。下面我以直播界“网红”李佳琦为例，谈谈直播带货与传统<span style="color: black;">宣传</span>的区别以及利<span style="color: black;">坏处</span>问题。</span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">1、</span>直播带货与传统<span style="color: black;">宣传</span>的区别在于以下几点</span></strong></span><span style="color: black;"><span style="color: black;">第1</span>，直播带货时，推销商品与购买<span style="color: black;">行径</span><span style="color: black;">同期</span><span style="color: black;">出现</span>。直播主持人在介绍<span style="color: black;">制品</span>的<span style="color: black;">同期</span>，消费者就<span style="color: black;">能够</span>网络下单立即购买<span style="color: black;">制品</span>。传统<span style="color: black;">宣传</span>在播放的<span style="color: black;">同期</span><span style="color: black;">常常</span><span style="color: black;">没法</span>实现立刻购买。</span><span style="color: black;">第二，带货主持人<span style="color: black;">能够</span>与用户实现深度互动，用户意见<span style="color: black;">即时</span>反馈。用户<span style="color: black;">能够</span>在直播间发言讨论，与直播主持人和其他用户即时交流互动，<span style="color: black;">发布</span>意见。</span><span style="color: black;">第三，<span style="color: black;">制品</span>销量取决于直播主持人的人气和临场表现。与传统<span style="color: black;">宣传</span><span style="color: black;">区别</span>，直播带货的销量不仅与<span style="color: black;">制品</span>质量、<span style="color: black;">制品</span>价格、<span style="color: black;">制品</span>功效、品牌知名度等<span style="color: black;">相关</span>，<span style="color: black;">更加多</span>时候取决于直播主持人的粉丝数量和直播现场的表现。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">2、</span>影响分析</strong></span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（一）整体行业：直播行业“欣欣向荣”，传统<span style="color: black;">宣传</span>业“岌岌可危”</span></p><span style="color: black;">一方面，直播行业在经历了摸索与洗牌后，迎来了发展黄金时期，寻求到了新的发展契机。“直播+产业”的模式兴起，<span style="color: black;">包含</span>“直播+游戏”、“直播+电商”等跨行业经营模式。许多MCN<span style="color: black;">机构</span><span style="color: black;">持续</span>拓展业务范围，跨界营销、品牌推广、<span style="color: black;">宣传</span>策划等服务几乎涵盖了<span style="color: black;">全部</span>新<span style="color: black;">媒介</span>平台</span><span style="color: black;">。</span><span style="color: black;">而另一方面，传统<span style="color: black;">宣传</span>的<span style="color: black;">重点</span>投放平台是传统<span style="color: black;">媒介</span>，它们的地位正<span style="color: black;">持续</span>下滑，影响力日益下降，受众严重流失。受其影响，传统<span style="color: black;">宣传</span>的<span style="color: black;">宣传</span>效果<span style="color: black;">亦</span>大打折扣，<span style="color: black;">宣传</span>投放量萎缩，传统<span style="color: black;">宣传</span>业务量下降严重。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（二）消费者：购物<span style="color: black;">选取</span>繁多但<span style="color: black;">亦</span>容易<span style="color: black;">导致</span>冲动消费</span></p><span style="color: black;">一方面，“直播带货”模式带给消费者全新的临场购物体验。在“直播+电商”这种营销模式<span style="color: black;">显现</span>之前，消费者购买<span style="color: black;">制品</span><span style="color: black;">重点</span><span style="color: black;">经过</span>线下实体店（如超市、商场等店铺），<span style="color: black;">或</span>线上电商平台（如亚马逊、京东等），两种<span style="color: black;">途径</span>各有利<span style="color: black;">坏处</span>。<span style="color: black;">经过</span>线上平台购物的缺陷在于缺少实物展示和<span style="color: black;">制品</span>介绍，而直播带货恰好弥补了这个缺陷。在直播间里，消费者不仅能与主播互动咨询商品的<span style="color: black;">仔细</span><span style="color: black;">状况</span>，<span style="color: black;">乃至</span>还能让主播试吃试穿、砍价聊天，再加上煽动性的话语和热闹的购买氛围，极容易促成购买<span style="color: black;">行径</span>。这种极具真实性和临场感的网购游戏，<span style="color: black;">极重</span>地满足了消费者的购物体验和情感需求。在2019年双十一当晚，李佳琦在淘宝直播间的人数达到了4000万，<span style="color: black;">营销</span>额超10亿元。</span><span style="color: black;">另一方面，冲动消费<span style="color: black;">必须</span><span style="color: black;">警觉</span>。<span style="color: black;">同期</span>，<span style="color: black;">咱们</span><span style="color: black;">亦</span>要清醒地看到在一片叫好的<span style="color: black;">背面</span>，许多消费者陷入了冲动消费、<span style="color: black;">茫然</span>消费的陷阱中。<span style="color: black;">另一</span>，直播主持人与品牌商<span style="color: black;">常常</span>是合作关系，主播<span style="color: black;">没法</span>对<span style="color: black;">制品</span>的质量、发货时间、售后服务等方面负责到底。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（三）品牌方：<span style="color: black;">加强</span>品牌知名度激发粉丝活力，但<span style="color: black;">亦</span>可能“血本无归”</span></p><span style="color: black;">一方面，移动互联时代下，新<span style="color: black;">媒介</span>吸引了大批的<span style="color: black;">目的</span>受众，相比传统<span style="color: black;">宣传</span>而言，直播带货模式占据了得天独厚的新平台<span style="color: black;">优良</span>。品牌商<span style="color: black;">能够</span>借助直播的方式<span style="color: black;">经过</span>主播的高人气和强互动来<span style="color: black;">加强</span>消费热情和品牌忠诚度。在“李佳琦”、“薇娅”等网红带货取得了惊人的<span style="color: black;">营销</span>量后，越来越多的品牌商将<span style="color: black;">宣传</span>预算投入了直播间。如“小朱配琦”组合专场累计观看次数达1.22亿，卖出总价值约4014万元的湖北商品。</span><span style="color: black;">但另一方面，邀请“网红”直播带货并非一本万利的买卖，少则数万元多则数十万的花费令<span style="color: black;">有些</span>厂商望而却步。不仅如此，某些MCN<span style="color: black;">机构</span>为完成<span style="color: black;">营销</span>额怂恿主播进行虚假宣传<span style="color: black;">或</span>故意买粉刷单，<span style="color: black;">导致</span>退货率激增，影响厂商的信誉和美誉。</span><span style="color: black;">综上，<span style="color: black;">咱们</span><span style="color: black;">能够</span>看到直播行业给传统<span style="color: black;">宣传</span>行业带来了冲击与挑战，随着受众流失、品牌商流失等问题产生，传统<span style="color: black;">宣传</span>业似乎陷入了困境。但对<span style="color: black;">宣传</span>业<span style="color: black;">来讲</span>这<span style="color: black;">亦</span>是一个契机，抓住机遇、转型升级必定能走出困境。而直播带货模式<span style="color: black;">亦</span>给消费者和品牌方带来了影响，消费者购物体验<span style="color: black;">加强</span>了但<span style="color: black;">亦</span>会陷入冲动消费的陷阱。品牌方在<span style="color: black;">得到</span>流量和名气的<span style="color: black;">同期</span><span style="color: black;">亦</span>可能会损失信誉和美誉。“直播带货”并非“万金油”，<span style="color: black;">咱们</span>在众声喧哗的<span style="color: black;">背面</span>应当保持冷静。</span><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;">预测考题</strong><strong style="color: blue;">5</strong><strong style="color: blue;">：结合实例论述移动社交对<span style="color: black;">宣传</span>传播的影响以及规制（50分）</strong></strong></span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">移动社交<span style="color: black;">做为</span>一种基于用户个人社会关系、位置信息以及兴趣<span style="color: black;">兴趣</span>的服务平台，在对用户个人<span style="color: black;">行径</span>习惯、受众消费模式以及社会文化产生深刻影响的<span style="color: black;">同期</span>，对<span style="color: black;">宣传</span>传播<span style="color: black;">亦</span>产生了不可磨灭的影响。其带来的平台经济能够在向多边<span style="color: black;">供给</span>差异化服务的<span style="color: black;">同期</span>，整合多方资源并使多方主体的利益最大化。然而，<span style="color: black;">因为</span>基于移动社交的<span style="color: black;">宣传</span>传播的用户数据<span style="color: black;">源自</span>、独特的社交传播机制以及智能终端特性等<span style="color: black;">原因</span>，移动社交<span style="color: black;">亦</span>将对<span style="color: black;">宣传</span>传播带来<span style="color: black;">许多</span>消极影响。<span style="color: black;">因此呢</span>，为了更好地实现用户触达品牌信息，在利用移动社交进行<span style="color: black;">宣传</span>传播的<span style="color: black;">同期</span>，<span style="color: black;">亦</span>应当<span style="color: black;">重视</span><span style="color: black;">有些</span>问题。</span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">1、</span>移动社交对<span style="color: black;">宣传</span>传播的积极影响</span></strong></span><span style="color: black;">（一）移动社交促进口碑营销</span><span style="color: black;"><span style="color: black;">宣传</span>大师菲利普•科特勒曾说，当商品短缺时，消费者追求的是数量上的满足；当商品数量丰富时，消费者<span style="color: black;">行径</span>就会进入第二<span style="color: black;">周期</span>，追求高品质的商品。而当<span style="color: black;">区别</span>品牌商品功能和品质相近时，消费者<span style="color: black;">起始</span>追求最能表现自己个性和价值的商品，进入感性消费<span style="color: black;">周期</span>，这<span style="color: black;">亦</span>使得口碑<span style="color: black;">作为</span>了营销中的重要课题。移动社交平台的发展就大大促进了口碑营销的形成。<span style="color: black;">博客</span>平台的弱连接、泛传播以及<span style="color: black;">微X</span>平台的强连接、精传播都在以各自的<span style="color: black;">区别</span>形式进行口碑营销。例如，喜茶就借助<span style="color: black;">博客</span>平台上<span style="color: black;">经过</span>抽奖、互动的方式与<span style="color: black;">青年</span>群体进行交流，从而主力良好的口碑传播效果。口碑营销能够在消费者心智中确立特定的正面形象，从而刷新用户对品牌的好感度。</span><span style="color: black;">（二）移动社交促进私域流量</span><span style="color: black;">“私域流量”<span style="color: black;">做为</span>与“公域流量”相对概念，<span style="color: black;">指的是</span>基于信任关系<span style="color: black;">创立</span>起来的封闭流量池，其典型的<span style="color: black;">表率</span>是<span style="color: black;">微X</span>小程序、<span style="color: black;">伴侣</span>圈、小红书等等。私域流量的发展能够使得品牌<span style="color: black;">能够</span>自主把控、完全免费、反复多次、随时随地触达用户。随着移动社交的发展与流量红利的枯竭，私域流量<span style="color: black;">作为</span>承接公域流量的新手段。</span><span style="color: black;">例如，拼多多就利用其庞大的封闭流量池，开展了“砍一刀”的活动，在网络范围内形成病毒性传播，在<span style="color: black;">微X</span>平台上进行了广泛的<span style="color: black;">宣传</span>传播。而<span style="color: black;">微X</span>平台的强连接特性<span style="color: black;">促进</span>了该活动的成功开展，并为拼多多拓展了用户群。</span><span style="color: black;">（三）移动社交<span style="color: black;">促进</span>O2O营销</span><span style="color: black;">O2O（Online-to-Offline）模式指将线上商务的机会与互联网结合在<span style="color: black;">一块</span>，从而使得互联网<span style="color: black;">作为</span>线下交易的前台。移动社交的发展使得用户的位置信息得以<span style="color: black;">揭发</span>，这<span style="color: black;">亦</span>为品牌<span style="color: black;">供给</span>了海量的、私人化的用户个人信息。这一信息源的拓展将促进品牌<span style="color: black;">制品</span>的定制化、个性化以及人性化。<span style="color: black;">另一</span>，O2O营销<span style="color: black;">亦</span>能够多方位地呈现品牌形象与价值观的传递。</span><span style="color: black;">例如，京东到家举办了“宅购节”，与演员佟大为联手上演了一场规模空前的促销活动。在活动<span style="color: black;">时期</span>，京东到家将“星爸”佟大为包装为“送货员”，利用其粉丝效应以及高辨识度的形象吸引大批量消费者参与到活动中，消费者线上的购物联合基于位置服务的线下配送形塑了全新的品质生活理念。与实体商品的电商相比，O2O模式的营销使得消费者能够接收到更高频次的服务、更接近个人生活空间的商品、以及更<span style="color: black;">表现</span>个人兴趣与品味的消费体验。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">2、</span>移动社交对<span style="color: black;">宣传</span>传播的消级影响</strong></span><span style="color: black;">（一）用户个人隐私的<span style="color: black;">泄密</span></span><span style="color: black;">在移动社交平台的技术<span style="color: black;">规律</span>上进行<span style="color: black;">宣传</span>传播是基于海量的用户数据之上的。例如，<span style="color: black;">公众</span>点评平台会<span style="color: black;">按照</span>用户的位置信息来<span style="color: black;">供给</span>相应地区的<span style="color: black;">宣传</span><span style="color: black;">举荐</span>，这种基于位置信息<span style="color: black;">供给</span>服务的模式虽然能够更加<span style="color: black;">精细</span>地抵达受众、<span style="color: black;">保准</span>用户黏性，但<span style="color: black;">亦</span>面临着用户个人信息<span style="color: black;">泄密</span>的<span style="color: black;">危害</span>。用户在进行个人隐私的让渡的<span style="color: black;">同期</span>，<span style="color: black;">亦</span>将<span style="color: black;">自己</span>暴露在网络中，这无疑将对其个人信息安全<span style="color: black;">导致</span>威胁。</span><span style="color: black;">（二）同质化<span style="color: black;">宣传</span>信息的泛滥传播</span><span style="color: black;">移动社交平台具备独特的传播模式，即用户<span style="color: black;">按照</span>个人的“圈子”，<span style="color: black;">经过</span>转发、点赞等方式进行私密化、<span style="color: black;">精细</span>化的<span style="color: black;">宣传</span>信息传播。在“产消者”的视阈下，以往传统<span style="color: black;">媒介</span>中<span style="color: black;">处在</span>被动接收状态的用户具备了生产者的身份特质，能够利用平台型<span style="color: black;">媒介</span>中独特的社交机制来<span style="color: black;">帮忙</span><span style="color: black;">宣传</span>信息的传播。然而，当<span style="color: black;">宣传</span>信息的大范围传播得以实现时，同质化<span style="color: black;">宣传</span>信息的泛滥<span style="color: black;">亦</span>随之而来。</span><span style="color: black;">例如，拼多多的“砍一刀”活动在<span style="color: black;">短期</span>内形<span style="color: black;">成为了</span>大范围内的病毒式扩散。该活动虽然<span style="color: black;">导致</span>了受众的广泛关注，但却在以“强关系”、“精传播”为特征的<span style="color: black;">微X</span>平台中造<span style="color: black;">成为了</span>同质化且低质量的信息泛滥。同质化的<span style="color: black;">宣传</span>信息的泛滥传播将可能在形成品牌<span style="color: black;">消极</span>口碑的<span style="color: black;">同期</span>，浪费品牌<span style="color: black;">已然</span><span style="color: black;">创立</span>起来的私域流量池，在私人化的移动社交平台中形成难以改变的<span style="color: black;">消极</span>效应。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（三）单一的终端设备制约用户体验</span></p><span style="color: black;">当下，移动社交平台的智能终端设备以智能手机为主，便携性的特点使得品牌方能够即时获取用户的位置以及个人信息，且<span style="color: black;">运用</span>成本的<span style="color: black;">持续</span>降低<span style="color: black;">亦</span><span style="color: black;">促进</span>手机正在<span style="color: black;">作为</span><span style="color: black;">百姓</span>性的<span style="color: black;">选取</span>。然而，随着媒介化<span style="color: black;">存活</span>的进一步深入，单一的手机终端将<span style="color: black;">没法</span>满足用户全方位的<span style="color: black;">制品</span>诉求，<span style="color: black;">宣传</span>信息的传播<span style="color: black;">亦</span><span style="color: black;">因此呢</span>被掣肘。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">3、</span>对移动社交上<span style="color: black;">宣传</span>传播营销的<span style="color: black;">意见</span></strong></span><span style="color: black;">（一）注重用户个人隐私</span><span style="color: black;">虽然移动社交平台能够为品牌方<span style="color: black;">供给</span><span style="color: black;">海量</span>的用户私人数据，并为品牌方带来更大的<span style="color: black;">商场</span>利益，但这<span style="color: black;">亦</span>无形中为品牌方提出了巨大的挑战。如若用户个人隐私信息<span style="color: black;">显现</span>了<span style="color: black;">泄密</span>或盗窃，将对品牌形象产生<span style="color: black;">没法</span>挽回的<span style="color: black;">消极</span>影响。<span style="color: black;">因此呢</span>，在获取移动社交平台上的用户信息时，品牌方<span style="color: black;">亦</span>应当加强对用户信息的管理与<span style="color: black;">守护</span>，从而避免可能的信息隐私<span style="color: black;">泄密</span>。</span><span style="color: black;">（二）规避同质化<span style="color: black;">宣传</span>传播</span><span style="color: black;">在移动社交平台的<span style="color: black;">宣传</span>传播中，品牌方应当注重对同质化内容的呈现。并且，品牌方应当充分利用移动社交的流量红利以及私人化的用户信息，来进行更高水准的<span style="color: black;">宣传</span>内容传播。例如，瑞星咖啡就利用移动社交平台的位置定位功能，<span style="color: black;">按照</span>用户的特殊<span style="color: black;">必须</span>来开展<span style="color: black;">区别</span>的门店。这种更符合<span style="color: black;">区别</span>消费人群特征的<span style="color: black;">宣传</span>传播更能<span style="color: black;">导致</span>消费者的兴趣与关注。</span><span style="color: black;">（三）开辟跨屏幕的整合化传播</span><span style="color: black;">为了实现更好的<span style="color: black;">宣传</span>信息传播效果，品牌方应当避免单一化的手机终端运用，来进行跨屏幕的信息发布模式。例如，品牌方结合平板电脑、智能手环等多类型的智能终端，利用各个终端的独特的特点来进行网状的<span style="color: black;">宣传</span>信息发布，从而来实现更有效的<span style="color: black;">宣传</span>信息传播。智能手环能够<span style="color: black;">供给</span>诸如用户健康<span style="color: black;">情况</span>等更加精细化的用户信息，<span style="color: black;">宣传</span>主<span style="color: black;">能够</span>借助这一特质来对用户进行更加深入且个性化的画像描绘，以<span style="color: black;">加强</span>受众黏性，实现<span style="color: black;">制品</span>的<span style="color: black;">精细</span>营销。</span><span style="color: black;">综上所述，移动社交平台能够促进口碑营销、私域流量以及O2O营销的发展。但<span style="color: black;">同期</span>，品牌方<span style="color: black;">亦</span>应当注重用户的个人隐私、规避同质化的<span style="color: black;">宣传</span>传播以及结合多个智能终端来进行<span style="color: black;">宣传</span>信息传播，从而来利用移动社交平台来获取更大的品牌效益。</span><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;">预测考题</strong><strong style="color: blue;">6</strong><strong style="color: blue;">：<strong style="color: blue;"><span style="color: black;">“孤独<span style="color: black;">便是</span>，有些人无话可说，有些话无人可说”，江小白以扎心却又朴实的文案在过去几年<span style="color: black;">快速</span><span style="color: black;">霸占</span>了<span style="color: black;">青年</span>受众的心。结合当下传播情境，简析互联网文案的特点并解析江小白文案的品牌传播策略。（30分）</span></strong></strong></strong></span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当下传播语境，各行各业都在进入互联网<span style="color: black;">行业</span>，开展“互联网+”，互联网文案的设计变得越来越重要。优秀、能抓人眼球的文案将<span style="color: black;">极重</span><span style="color: black;">提高</span>品牌认知度，<span style="color: black;">从而</span>拉动<span style="color: black;">营销</span>以适应细分化市场营销趋势。</span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">1、</span>互联网文案的特点</span></strong></span><span style="color: black;">相比于传统<span style="color: black;">宣传</span>文案，互联网文案是依托于网络平台，尤其是社会化<span style="color: black;">媒介</span>以及新技术进行推广与传播，为适应互联网传播情境，文案有其独特的特点。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（一）依托社会关系，强调“社交感”</span></p><span style="color: black;">无论是较为封闭的<span style="color: black;">微X</span><span style="color: black;">伴侣</span>圈，还是构建了弱连接的开放平台<span style="color: black;">博客</span>，以及其他存在<span style="color: black;">宣传</span>及文案的社交<span style="color: black;">媒介</span>，其传播与获取信息的<span style="color: black;">行径</span>都是<span style="color: black;">创立</span>在社会关系之上的。人们在接收新<span style="color: black;">制品</span>与新信息时，同一社交圈中的“好友”对<span style="color: black;">她们</span><span style="color: black;">选取</span><span style="color: black;">行径</span>的影响很大，互联网文案<span style="color: black;">亦</span><span style="color: black;">因此呢</span><span style="color: black;">拥有</span>很强的“社交感”，例如“对话体”<span style="color: black;">宣传</span>、<span style="color: black;">微X</span><span style="color: black;">伴侣</span>圈中的<span style="color: black;">移植</span>式<span style="color: black;">宣传</span>。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（二）用户思维至上，互动中<span style="color: black;">加强</span>黏性</span></p><span style="color: black;">互联网时代<span style="color: black;">各样</span><span style="color: black;">宣传</span>语信息井喷式发展，为在信息爆炸中脱颖而出，“用户至上”的思维和理念必不可少。好的互联网文案<span style="color: black;">常常</span>是迎合了用户的消费心理、消费需求的文案，并且贴近用户群体的兴趣与生活。如可口可乐、江小白包装上的段子，“可爱多”雪糕与《魔道祖师》作品的联动，都是贴近<span style="color: black;">青年</span>用户群体心理需求与兴趣的<span style="color: black;">表现</span>。<span style="color: black;">同期</span>，大部分文案发布在社交<span style="color: black;">媒介</span>上，发布方<span style="color: black;">能够</span><span style="color: black;">经过</span>评论区与用户进行互动，在<span style="color: black;">容易</span>、亲近感强的氛围中<span style="color: black;">加强</span>用户黏性。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（三）内容呈现方式多样，碎片化简洁冲击力强</span></p><span style="color: black;">互谅网平台是多<span style="color: black;">媒介</span>融合传播的最佳<span style="color: black;">选取</span>，依托于<span style="color: black;">各样</span>技术，互联网文案得以摒弃以往传统文案的单调与<span style="color: black;">各样</span>呈现形式上的疏离。<span style="color: black;">照片</span>、声音、文字、视频等方式的多重组合，加上沉浸式与交互式理念的传播给用户带来全新体验，例如百雀羚长图<span style="color: black;">宣传</span>以及H5<span style="color: black;">宣传</span>呈现方式。<span style="color: black;">同期</span><span style="color: black;">因为</span>互联网平台的特征，互联网文案<span style="color: black;">常常</span><span style="color: black;">拥有</span>碎片化特点，内容简单明了但冲击力强，江小白的段子文案及杜蕾斯官方的文字文案借此特点取得了广泛关注与不小的成功。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">2、</span>江小白文案的品牌传播策略</span></strong></span><span style="color: black;">品牌传播<span style="color: black;">指的是</span>企业<span style="color: black;">通知</span>消费者品牌信息，劝说购买品牌以及维持品牌记忆的<span style="color: black;">各样</span>直接及间接的<span style="color: black;">办法</span>，品牌传播在当下是企业的核心战略，<span style="color: black;">亦</span>是其超越营销的不二法则。一家企业或商品的商品力、品牌文化和品牌联想等<span style="color: black;">形成</span>品牌力的<span style="color: black;">原因</span><span style="color: black;">亦</span><span style="color: black;">仅有</span>在传播汇总<span style="color: black;">才可</span><span style="color: black;">表现</span>出它们的力量。江小白文案的成功<span style="color: black;">能够</span>从品牌传播策略上进行分析。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（一）专注于单一品牌，集聚型品牌传播</span></p><span style="color: black;">集聚型品牌传播<span style="color: black;">指的是</span>企业设定一个单一品牌，将企业所有的资源归属到这个品牌之下，并整合运用品牌传播工具围绕这一品牌进行传播的战略。“江小白”青春小酒是江小白酒业旗下<span style="color: black;">制品</span>并且<span style="color: black;">独一</span>主打<span style="color: black;">制品</span>。<span style="color: black;">说到</span>江小白，人们<span style="color: black;">第1</span>反应<span style="color: black;">便是</span>此款白酒。这种品牌传播策略有利于整合企业的<span style="color: black;">优良</span>资源、优化配置，有利于节省品牌设计、传播成本，并能够使品牌清晰度最大化，有利于人们加深对“江小白”这一<span style="color: black;">制品</span>及文化的认识。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（二）塑造娱乐形象，满足软性需求</span></p><span style="color: black;">品牌形象<span style="color: black;">重点</span>起源于消费者对品牌<span style="color: black;">关联</span>特性的联想，可分为“硬性”和“软性”两种，其中硬性属性是对品牌有形成功能属性的认知，软性属性反映品牌的情感利益。当下的传播环境中体验经济大行其道，用户对<span style="color: black;">制品</span>的丰富性与与服务的完善性<span style="color: black;">需求</span><span style="color: black;">持续</span><span style="color: black;">加强</span>，软性需求<span style="color: black;">作为</span>品牌传播中的重点。江小白酒业采取了独特的拟人化手段，将品牌形象具化为一个贴近当下<span style="color: black;">青年</span>人的男性形象，再<span style="color: black;">经过</span>对<span style="color: black;">名人</span>形象、性格的塑造来传递品牌理念。江小白酒以80后、90后为<span style="color: black;">目的</span>消费群体，其<span style="color: black;">名人</span>形象很好地贴近了<span style="color: black;">青年</span>人的生活，<span style="color: black;">创立</span>了一种身份认同与亲近感。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（三）推崇娱乐态度，彰显品牌理念</span></p><span style="color: black;">品牌理念<span style="color: black;">指的是</span>能够吸引消费者，并且<span style="color: black;">创立</span>品牌忠诚度，<span style="color: black;">从而</span>为客户创造品牌与市场<span style="color: black;">优良</span>地位的观念。品牌理念是象征一个品牌所<span style="color: black;">拥有</span>的最独特、最有价值的资产，江小白形象及其所<span style="color: black;">表率</span>的的娱乐化生活态度很好地塑造了一个受80后、90后<span style="color: black;">喜欢</span>与推崇的品牌理念。一方面，江小白以一种娱乐<span style="color: black;">公众</span>的形象出<span style="color: black;">此刻</span><span style="color: black;">公众</span>视野中，它诙谐又充满调侃<span style="color: black;">寓意</span>的自我介绍迎合了当下<span style="color: black;">青年</span>人的求异、另类心理，以娱乐化的态度吸引消费者；另一方面酒瓶上的<span style="color: black;">各样</span>段子传递着<span style="color: black;">拥有</span><span style="color: black;">必定</span>对抗性，解构<span style="color: black;">寓意</span>的亚文化与<span style="color: black;">心理</span>。例如“丧文化”“二次元文化”，顺应了<span style="color: black;">青年</span>人的“他者化”话语，对传统说教模式进行了<span style="color: black;">必定</span>的颠覆，较成功地彰显了其独特品牌理念及个性。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（四）打造“粉丝圈”，依托社交<span style="color: black;">媒介</span>推动营销</span></p><span style="color: black;">当下互联网时代，<span style="color: black;">各样</span>社会化<span style="color: black;">媒介</span>盛行，这些社交<span style="color: black;">媒介</span>的<span style="color: black;">运用</span>特性使消费者的社交与消费方式<span style="color: black;">出现</span>了<span style="color: black;">必定</span>变化，江小白酒的品牌传播正是借助这些特性与改变获得了成功。江小白依托<span style="color: black;">微X</span>、<span style="color: black;">博客</span>平台打造粉丝圈，依托社会关系进行品牌传播。“粉丝”在当下<span style="color: black;">能够</span>是一种消费者潮流，是强调参与化、情感化和圈子化的消费者集群。<span style="color: black;">针对</span>营销者而言，粉丝市场是相较于<span style="color: black;">通常</span>消费者更为<span style="color: black;">牢靠</span>，不仅是品牌的忠诚消费者，<span style="color: black;">更加是</span>品牌的信息传播者。江小白酒凭借其独特的品牌理念与个性，吸引了大批<span style="color: black;">青年</span>群体粉丝，并在其官方<span style="color: black;">博客</span>、<span style="color: black;">微X</span>上采集形成粉丝圈，圈内圈外都能进行有效的品牌传播。</span><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;">预测考题</strong><strong style="color: blue;">7：</strong></strong></span><strong style="color: blue;"><span style="color: black;">以“净网行动”为主题写一个字数不少于1000字的活动<span style="color: black;">宣传</span>文案<span style="color: black;">或</span><span style="color: black;">宣传</span>策划案（40分）</span></strong>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">1、</span><span style="color: black;">宣传</span>名<span style="color: black;">叫作</span></span></strong></span></p><span style="color: black;">绿色净网，功在你我</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">2、</span><span style="color: black;">宣传</span>宗旨</strong></span><span style="color: black;">以打造天朗气清的网络环境为宗旨，提倡绿色上网的方式。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">3、</span>前言</strong></span><span style="color: black;">近年来随着<span style="color: black;">百姓</span>经济的高速发展，新媒介技术和崛起和两微一端的<span style="color: black;">运用</span>，网络<span style="color: black;">做为</span>第三产业的重要<span style="color: black;">构成</span>部分有了有着<span style="color: black;">极重</span>的发展<span style="color: black;">潜能</span>，发展的过程中面临<span style="color: black;">许多</span>问题。互联网是<span style="color: black;">每一个</span>人正在<span style="color: black;">运用</span>的新兴传播<span style="color: black;">媒介</span>，其在<span style="color: black;">宣传</span>宣传的价值<span style="color: black;">亦</span><span style="color: black;">逐步</span>得到<span style="color: black;">大众</span>的<span style="color: black;">注重</span>。可<span style="color: black;">此刻</span>网络给人们带来便利的<span style="color: black;">同期</span>，内容同质化、低俗化的信息<span style="color: black;">亦</span>在不短侵害<span style="color: black;">咱们</span>。本文中，<span style="color: black;">咱们</span>将进行市场和受众分析，用多种方式进行<span style="color: black;">宣传</span>策划。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">4、</span>市场分析</strong></span><span style="color: black;">strength（<span style="color: black;">优良</span>）：绿色的网络环境契合大都市民众心理需求；</span><span style="color: black;">weakness（劣势）：同类<span style="color: black;">宣传</span>同质化严重；</span><span style="color: black;">opportunity（机会）：传播方式快捷，可利用大V等意见领袖；</span><span style="color: black;">Threat（威胁）：应<span style="color: black;">运用</span>恰当的方式使受众真正理解净网活动的<span style="color: black;">道理</span>。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">5、</span>受众分析</strong></span><span style="color: black;">大都市的上班族，高中以上的学生群体为网络的核心用户，是净网活动的<span style="color: black;">重点</span>受众，<span style="color: black;">宣传</span>要吸引<span style="color: black;">她们</span>的<span style="color: black;">重视</span>，践行绿色上网的理念。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">6、</span>USP理论：<span style="color: black;">宣传</span>核心定位</strong></span><span style="color: black;">USP理论：独特的<span style="color: black;">营销</span><span style="color: black;">意见</span>，要<span style="color: black;">明显</span><span style="color: black;">宣传</span>独一无二的对受众的充满吸引力的诉求，即把本<span style="color: black;">宣传</span>的诉求定位为倡导绿色上网。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">7、</span><span style="color: black;">宣传</span>创意表现</strong></span><span style="color: black;"><span style="color: black;">按照</span>KISS原则（即keep it stupid and simple），把<span style="color: black;">宣传</span>语表现为“绿色净网一小步，文明空间一大步”。</span><span style="color: black;">（一）TVC：《净网行动》</span><span style="color: black;">1．投放<span style="color: black;">媒介</span>及方式</span><span style="color: black;">（1）电视：央视及上星卫视；</span><span style="color: black;">（2）<span style="color: black;">博客</span>：联动杨紫、刘涛等多个KOL发布净网行动海报；</span><span style="color: black;">（3）<span style="color: black;">微X</span>：<span style="color: black;">伴侣</span>圈信息流TVC；</span><span style="color: black;">（4）短视频：抖音快手制作多个“净网活动”的土味短视频，吸引用户<span style="color: black;">重视</span>，故事内容取自于真实案例。</span><span style="color: black;">2．内容</span><span style="color: black;"><span style="color: black;">经过</span><span style="color: black;">选择</span><span style="color: black;">拥有</span><span style="color: black;">表率</span>性的网络犯罪案例，<span style="color: black;">表示</span>“网络犯罪”的严重性。</span><span style="color: black;">（二）H5：《我净网，我骄傲》</span><span style="color: black;">1．投放<span style="color: black;">媒介</span>：<span style="color: black;">微X</span></span><span style="color: black;">2．内容</span><span style="color: black;">模拟警察等人为<span style="color: black;">百姓</span>写一封净网号召。用户可进行回复，回复后将自动生成用户的“净网证明”。</span><span style="color: black;">（三）体验类游戏《净网警察的一天》</span><span style="color: black;">1．投放<span style="color: black;">媒介</span>：<span style="color: black;">微X</span></span><span style="color: black;">2.内容</span><span style="color: black;">设计一个<span style="color: black;">微X</span>小程序，并<span style="color: black;">经过</span>模拟<span style="color: black;">平常</span>工作，如警察、记者，用户将<span style="color: black;">按照</span>自己的<span style="color: black;">选取</span>进行模拟游戏。在最后会给出用户的表现分数，并设置分享链接。</span><span style="color: black;">（四）AR海报</span><span style="color: black;">1．投放<span style="color: black;">媒介</span>：<span style="color: black;">轻轨</span>、公交</span><span style="color: black;">2．内容</span><span style="color: black;">与知名人士KOL段奕宏、涂们、徐峥等人士进行海报合作，AR扫一扫静态<span style="color: black;">照片</span>将变成“<span style="color: black;">名人</span>+宣传语”。</span><span style="color: black;">（五）快闪博物馆</span><span style="color: black;">1．投放城市：广州、上海、北京、南京等大型城市</span><span style="color: black;">2．内容</span><span style="color: black;">（1）纪录片电影院：播放净网行动的<span style="color: black;">关联</span>纪录片；</span><span style="color: black;">（2）VR体验：用恐惧诉求<span style="color: black;">运用</span>户体验网络犯罪中的受害者，例如网络诈骗、网络暴力等。</span><span style="color: black;">（六）跨界合作×农夫山泉</span><span style="color: black;">与农夫山泉合作推出净网行动系列瓶，<span style="color: black;">经过</span><span style="color: black;">博客</span>#定制属于你的净网瓶#精<span style="color: black;">选择</span>户评论进行定制，<span style="color: black;">同期</span>设置二维码，扫一扫<span style="color: black;">就可</span>直达<span style="color: black;">博客</span>讨论区。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">8、</span>新<span style="color: black;">媒介</span>投放策略</strong></span><span style="color: black;">在各个<span style="color: black;">媒介</span>上<span style="color: black;">连续</span>半个月的<span style="color: black;">宣传</span>投放。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">9、</span>资金<span style="color: black;">评定</span></strong></span><span style="color: black;">视频制作，<span style="color: black;">宣传</span>嘉宾，平面<span style="color: black;">宣传</span>制作<span style="color: black;">花费</span>，要<span style="color: black;">掌控</span>在<span style="color: black;">恰当</span>范围内，实现投入与产出的<span style="color: black;">恰当</span>化。</span><span style="color: black;">十、效果<span style="color: black;">评定</span></span><span style="color: black;">针对<span style="color: black;">宣传</span>进行后续手中的反馈调查，<span style="color: black;">定时</span>进行投放效果<span style="color: black;">评定</span>，<span style="color: black;">经过</span>互动<span style="color: black;">认识</span><span style="color: black;">公众</span>诉求。</span><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><strong style="color: blue;">希希点评</strong></span><span style="color: black;">你们期待已久的“<span style="color: black;">宣传</span>类”考题来啦！这一期内容比较多，<span style="color: black;">由于</span>咱们考前<span style="color: black;">必须</span>专栏的期数有限，<span style="color: black;">因此</span>我把<span style="color: black;">宣传</span>类的重点考题都列在了一期内容里，<span style="color: black;">一块</span>来<span style="color: black;">瞧瞧</span>吧</span><span style="color: black;">~</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">第</span>1<span style="color: black;">题重点考察“信息流<span style="color: black;">宣传</span>”，</span></span></strong></span><span style="color: black;">这个词是今年<span style="color: black;">宣传</span>考题的重要词汇，要<span style="color: black;">把握</span>好名解。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">第</span>2<span style="color: black;">题是一道常考的题目，考察网络<span style="color: black;">宣传</span>监管的难点。</span></span></strong></span><span style="color: black;"><span style="color: black;">除此之外，热点班</span>6<span style="color: black;">月解析里还讲到三个<span style="color: black;">关联</span>的重要考题，要再复习一遍哦——</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">简述我国的<span style="color: black;">宣传</span>监管实践有<span style="color: black;">那些</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">请谈谈你对互联网<span style="color: black;">宣传</span>监管存在问题的看法</span></p><span style="color: black;">请谈谈你对互联网<span style="color: black;">宣传</span>监管<span style="color: black;">将来</span>的发展<span style="color: black;">意见</span>和意见</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">第</span>3<span style="color: black;">题<span style="color: black;">重点</span>考察“<span style="color: black;">宣传</span>与中国品牌”</span></span></strong></span><span style="color: black;">，近几年的百雀羚、李宁、华为等中国品牌的转型，其实都离不开<span style="color: black;">宣传</span>的<span style="color: black;">功效</span>，这道题分析好了，<span style="color: black;">能够</span>应对<span style="color: black;">非常多</span>国<span style="color: black;">制品</span>牌的案例分析题。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">第</span>4<span style="color: black;">题是一个热点类考题</span></span></strong></span><span style="color: black;">，<span style="color: black;">重点</span>结合李佳琦直播带货的现象来分析<span style="color: black;">全部</span><span style="color: black;">宣传</span>行业，今年依然是<span style="color: black;">尤其</span>重要的一个考题。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">第</span>5<span style="color: black;">题考察“移动社交与<span style="color: black;">宣传</span>传播”</span></span></strong></span><span style="color: black;">，是一个理论性很强的题目，思路类似于<span style="color: black;">咱们</span>以前所学的“移动传播对<span style="color: black;">资讯</span>传播的影响”，只<span style="color: black;">不外</span>这个<span style="color: black;">地区</span>的对象换<span style="color: black;">成为了</span>“<span style="color: black;">宣传</span>传播”，要从<span style="color: black;">宣传</span>案例中来进行分析。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">第</span>6<span style="color: black;">题是一个<span style="color: black;">宣传</span>文案分析题</span></span></strong></span><span style="color: black;">，<span style="color: black;">倘若</span>不会分析<span style="color: black;">宣传</span>文案的，<span style="color: black;">必定</span>要<span style="color: black;">瞧瞧</span>这道题的思路哦！</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">第</span>7<span style="color: black;">题是一个<span style="color: black;">宣传</span>策划题</span></span></strong></span><span style="color: black;">，这是<span style="color: black;">需求</span>你写一份<span style="color: black;">宣传</span>策划出来，<span style="color: black;">倘若</span>你到<span style="color: black;">此刻</span>还不<span style="color: black;">晓得</span><span style="color: black;">宣传</span>策划的格式，<span style="color: black;">那样</span>这道题就<span style="color: black;">必定</span>要细细品读了。</span><span style="color: black;"><span style="color: black;">每年</span><span style="color: black;">宣传</span>类题目都比较新，<span style="color: black;">由于</span>案例都会跟着变化，<span style="color: black;">然则</span><span style="color: black;">把握</span>好这几个<span style="color: black;">平常</span>的考题方向，学会分析<span style="color: black;">宣传</span>、策划<span style="color: black;">宣传</span>，以不变应万变，<span style="color: black;">能够</span><span style="color: black;">帮忙</span>你快速提分！</span><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">关于今天的这道题你有何自己的答题思路？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">能够</span>在留言区打卡</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">就有机会得到希希哥的点评哦~</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">接下来你还期待<span style="color: black;">那些</span>内容？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">欢迎留言告诉我呀~</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">往期<span style="color: black;">举荐</span></span><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><a style="color: black;"><span style="color: black;">考前<span style="color: black;">必须</span>01丨2021级再起航，希希哥<span style="color: black;">每日</span>帮你押一道论述题！</span></a><a style="color: black;"><span style="color: black;">考前<span style="color: black;">必须</span>02丨关于“四全<span style="color: black;">媒介</span>”的这道论述题，你<span style="color: black;">必定</span>要学会！</span></a><a style="color: black;"><span style="color: black;">考前<span style="color: black;">必须</span>03丨我<span style="color: black;">晓得</span>你有准备“后真相”，不妨来<span style="color: black;">瞧瞧</span>有</span></a><span style="color: black;">无</span>遗漏的要点<a style="color: black;"><span style="color: black;">考前<span style="color: black;">必须</span>04丨年年都在考的“国际传播”，今年这个新方向你要<span style="color: black;">把握</span>！</span></a><a style="color: black;"><span style="color: black;">考前<span style="color: black;">必须</span>05丨舆论引导与舆论监督，<span style="color: black;">把握</span>好这3道题就够了！</span></a><a style="color: black;"><span style="color: black;">考前<span style="color: black;">必须</span>06丨恩格斯200年诞辰，重点不止<span style="color: black;">资讯</span>史，还有传播学试题<span style="color: black;">必须</span>关注！</span></a><a style="color: black;"><span style="color: black;">考前<span style="color: black;">必须</span>07丨论述人工智能给<span style="color: black;">资讯</span><span style="color: black;">媒介</span>带来的发展与隐忧</span></a><a style="color: black;"><span style="color: black;">考前<span style="color: black;">必须</span>08丨考了这么多次的5G，你真的</span></a>能拿到27分以上吗？<a style="color: black;"><span style="color: black;">考前<span style="color: black;">必须</span>09丨<span style="color: black;">倘若</span>你还没<span style="color: black;">把握</span>好“Vlog+<span style="color: black;">资讯</span>”，那这道题<span style="color: black;">必定</span>要背！</span></a><a style="color: black;"><span style="color: black;">考前<span style="color: black;">必须</span>10丨考试遇到“媒介与社会”不<span style="color: black;">晓得</span><span style="color: black;">怎样</span>破题？我教你！【附合集】</span></a><a style="color: black;"><span style="color: black;">考前<span style="color: black;">必须</span>11丨这么多热点事件都<span style="color: black;">触及</span>到自<span style="color: black;">媒介</span>乱象，你还没准备它的论述题？</span></a>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;">考前<span style="color: black;">必须</span>12丨关于未成年人治理，<span style="color: black;">非常多</span>院校早已提示了它的重要性！</a></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;">考前<span style="color: black;">必须</span>1</a>3丨马克思主义<span style="color: black;">资讯</span>观，再把这些重点题目好好背一遍！</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;">考前<span style="color: black;">必须</span>14丨总书记的<span style="color: black;">资讯</span>思想，今年实在是太多考察重点了！</a></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">END<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2022级新传考生，</span><span style="color: black;">不<span style="color: black;">晓得</span>从何<span style="color: black;">起始</span>复习？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">加入"起航班"，跟着<span style="color: black;">咱们</span></span><span style="color: black;"><span style="color: black;">一块</span>读书吧！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">公众号后台回复:&nbsp;起航班</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">就可</span>免费参与~&nbsp;&nbsp;&nbsp;&nbsp;</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">冲刺必看</span></strong></p><a style="color: black;">锦鲤冲刺包！今年公众号的合集专栏都在<span style="color: black;">这儿</span>，打包拿走！</a><a style="color: black;">热点解析 |</a> 关于“中共中央<span style="color: black;">资讯</span>发布制度”，这些重要考点你<span style="color: black;">必要</span><span style="color: black;">把握</span>！<a style="color: black;">热点冲刺！7篇报告重点，2篇新规核心，今年考研最重要的数据你<span style="color: black;">晓得</span>吗？</a><a style="color: black;">答题技巧 | “人的社会化”这一解题技巧该<span style="color: black;">怎样</span>套用？</a><a style="color: black;">答题技巧 |&nbsp;考场上的名解<span style="color: black;">到底</span>要怎么答？<span style="color: black;">第1</span>次模拟考参考答案来啦！</a><a style="color: black;">答题高分概念1：新传参考书中<span style="color: black;">无</span>，答题却很加分的10个概念</a>！<a style="color: black;">答题高分概念2：一学就会的答题精妙小词，你学会用了吗？</a><a style="color: black;">除了疫情<span style="color: black;">关联</span>论文，这些学术热点你<span style="color: black;">亦</span>要<span style="color: black;">把握</span>！</a><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><strong style="color: blue;">论文荐读</strong></span><a style="color: black;">智能技术与<span style="color: black;">将来</span>传播<span style="color: black;">怎样</span>碰撞？喻国明老师的论文又双叒叕来解答！</a><a style="color: black;">信息瘟疫下<span style="color: black;">全世界</span>传播的出路在哪里？公关外交的谏言者史安斌老师带你<span style="color: black;">诠释</span></a><a style="color: black;"><span style="color: black;">简单的题目答<span style="color: black;">欠好</span>？杨保军老师的论文专治<span style="color: black;">各样</span><span style="color: black;">基本</span>不牢！</span></a><a style="color: black;">张志安男神来啦！</a><span style="color: black;">危害</span>沟通、舆论引导、平台公共性……这几篇论文<span style="color: black;">弥补</span>进笔记正好！<a style="color: black;">答题<span style="color: black;">不足</span>精彩？彭兰老师的这些论文让你答案更有格调！</a><a style="color: black;">万物媒介化、流<span style="color: black;">媒介</span>、信息霸权、建设性<span style="color: black;">资讯</span>……常江老师的这些新作你读过几篇？</a><a style="color: black;">种草带货、媒介化社会、场域……这些考题热词都在胡翼青的论文里！</a><a style="color: black;">关于短视频的疑惑，在王晓红老师的这些论文里都能找到答案</a>！<a style="color: black;">媒介融合、社群传播、假<span style="color: black;">资讯</span>、网络舆情、消费文化、算法<span style="color: black;">举荐</span>，匡文波老师的论文为你<span style="color: black;">诠释</span>！</a><a style="color: black;">论文带读计划｜关于智媒时代的反思和出路，陈昌凤老师告诉你！</a><a style="color: black;">大咖论文带读计划｜9个月产出50+篇论文？喻国明老师的论文划重点来啦！</a><a style="color: black;">今年大热的直播还<span style="color: black;">不睬</span>解？喻国明老师教你正确打开方式！</a><a style="color: black;">论文荐读 ｜ 像<span style="color: black;">爱惜</span>爱豆<span style="color: black;">同样</span>爱国：</a>新<span style="color: black;">媒介</span>与“粉丝民族主义”的诞生<a style="color: black;">论文荐读 | 传媒业的<span style="color: black;">将来</span><span style="color: black;">怎样</span>变化？让彭兰女神告诉你！</a><a style="color: black;">论文荐读 | 拒绝模板与<span style="color: black;">招数</span>，这篇论文教你将<span style="color: black;">媒介</span>融合类题答出深度！</a><a style="color: black;">论文荐读 | 网络社会的层级化，读懂彭兰这篇论文，可让答题<span style="color: black;">提升</span>一个档次！</a><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><strong style="color: blue;"><span style="color: black;">课程报名请点击<span style="color: black;">照片</span></span></strong><a style="color: black;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></a><a style="color: black;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></a>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></a></p><a style="color: black;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></a><a style="color: black;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></a><span style="color: black;"><strong style="color: blue;"><span style="color: black;">&nbsp; 2万字超全新传考研攻略&nbsp;&nbsp;</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">&nbsp;&nbsp;&nbsp;<span style="color: black;">意见</span><span style="color: black;">保藏</span>！&nbsp;</span></strong></span><a style="color: black;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></a><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">爱好</span><span style="color: black;">文案</span>记得一键三连哦~</strong></span>

andytime 发表于 2024-8-21 13:13:02

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u1jodi1q 发表于 2024-9-7 07:26:55

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dhfgh 发表于 2024-9-10 02:43:27

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wrjc1hod 发表于 2024-11-5 15:02:26

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1fy07h 发表于 2024-11-7 13:13:57

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