Environmental Media Advertising

As a company’s ultimate asset, brand represents the spirit and core value of a company and is much valued by company holders and market personnel, who spare no cost in publicising it through media. However, an era when brands are introduced to the interaction is approaching. Driven by the technology development, the media channels increase sharply, causing the transformation of consumer behaviors and perceptions which further remolds the landscape of brand marketing. As the consumers are grasping the controlling power on brands, traditional methods and media in brand information communication have failed in illustrating clearly the core value, building up the characteristics and increasing the awareness of brands, and even caused the aversion of the consumers. As old brand shaping methods are not effective as before, brand owners are concerned about which methods to resort.In the new marketing landscape, the status of the consumer have ascended; also elasticity change, caused by the environment needs, becomes increasingly important in brand design.Thus it’s necessary to change the advertising model. The new trend has been formed to break the mainstream media, to avoid marketing pollution, to reflect from the specific target of brands and utilize the new media generated from the activity environment.The thesis focuses on the status and future development of environment marketing media. Starting from analyzing the difficulty of brand distinction in the aspect of marketing and communication studies, it considers the obstacles and methods to overcome them in brand characteristic and consumer loyalty buildup, leading to the analysis of the strengths and characteristics of environment media, especially their influence through form artisticization of form and in-visualization of advertisement; it discusses the variation in the angle of distortion and creation of advertisement implementation in this era, aiming to express the core value of the brands and achieve more popularity of the consumers.