【摘要】 图书馆的新广告运动,作为全新的营销传播活动,既顺应了时代发展的需要,也满足了受众群体需求。依据传播学"5W模式"对IFLA国际图书馆营销奖近五届TOP3项目进行内容要素分析,进而对图书馆新广告运动的创新策略提出相关建议:构建全程营销思维、打造蕴含人文关怀的广告主题及内容、注重用户参与、以重建生活方式为基准、紧跟时代创新元素。更多还原

【Abstract】 The new advertising campaign of library,as a new marketing communication activity,not only conforms to the needs of the development of the times,but also meets the needs of the audiences. According to the "5 W model",this article analyzes the TOP3 Project of the IFLA International Library Marketing Award in the last five sessions,and then puts forward some suggestions on the innovation strategy of the new advertising campaign in the library: building the whole marketing thinking,creating the theme or content of humanistic care,paying attention to the participation of the users,rebuilding the lifestyle as a benchmark,keeping up with innovative elements of the era.更多还原