但是,新奇营销噱头的滋生并没有带来广告支出的大幅增加。本来今年广告行业的业绩应该是相当不错的,但却受制于欧洲的危机和美国政治、经济的不确定性。广告公司高管说,企业营销负责人要求他们花更少的钱做更多的事。
Here are our choices for some of 2012's best and worst:
以下是我们挑选的2012年最佳广告和最差广告:
The Best
最佳
Out of This World
天外来客
Client: Red Bull GmbH
客户:
红牛
Agency: In-house
广告商:
公司内部
Pitch: Red Bull sponsored Felix Baumgartner's sky-dive from space. The drink maker's logo was featured prominently as a world record was set for the highest parachute jump.
创意:
红牛赞助了鲍姆加特纳(Felix Baumgartner)的太空伞降,在他创下最高伞降纪录的时候,红牛的标识被放在显眼位置。
Feedback: Red Bull won't comment about its marketing effort, but Visible Measures Corp., which tracks online viewership, said footage and videos related to the event received 171 million views across the Web.
效果:
红牛不评论其营销行动,但跟踪网上观看量的Visible Measures Corp.说,与这次活动相关的画面和视频一共被观看了1.71亿次。
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