New Advertisement Age by HK4As

出自香港新聞網 - 樹仁新傳系學生實習習作

The representative of HK4As thought that the advertisement age was changing in this generation so that the advertising companies needed to do revolution such as “Advertisement Digitalization”.

Terry Tsang, Creative Director of McCann Worldgroup Hong Kong pointed that "Guerrilla Advertising" is the new advertising method. This type of propaganda was unrelated to budget, used low cost to get large effect and mainly attract the audience when they were not ready. “The advertisement would let them participate and make a unforgettable memories for them.” It is because verbal advertisement would be forgot easily.

Tsang admitted the advertising idea now was easy to create but difficult to do because there were many elements needed to be concerned such as budget and time. However, he argued everyone should try to do creativity and use any other ways to make a large effect to attract audience, which did not limited by budget and time. Besides, Huen Yee Lee, General Manager, G2 Hong Kong, pointed that “Advertisement Digitalization” was the method to express the idea. “Advertisement digitalization can help creativity and useful to calculate the effect.” Huen said. Alice Lam, Managing Director, Universal McCann Hong Kong pointed the audience nowadays trust their experience more than the advertisement. The advertising company now needed to choose the most effective media to use. “The modern advertisement trend was to find what the customer needed, to make the advertisement effective, which was not to manufacture it.” Lam said. Tsang thought that even the customer did not accept the advertising company idea, they should consider the advertisement audience and the effect. If the consideration was more important then the customer comment, they should make the customer believed them.

--055088 2008年5月1日 (四) 00:38 (UTC)