Status Of Microfilm, A New Marketing Approach

Abstract:In recent two years, micro-film has become a hot topic on the Internet. With the development of new media technology and the expansion of online video platform, a trend appears that micro-film becomes rapidly popular.In the age of Internet, the advantages of traditional advertising no longer exist. In the past, TV is the major platform of advertising. It seems that15-30seconds is really too short for interpretation in terms of brand story in traditional advertising. In the meantime, advertising fees received by the television broadcast also rise year after year. Resources of the traditional media are limited. As a result, attention of the industry will be focused on micro-film advertising which adapts to the needs of our times better than traditional advertising.The commercially customized micro-film, namely micro-film advertising not only breaks the traditional mode, but creates innovative marketing mode, bringing unprecedented opportunities for businesses. Relying on the "era of the media", the paper takes micro-film advertising which is hot nowadays as the study object. The study starts from three levels such as the content, the audience and the market, via the definition of micro-film advertising, the background and the status. Studies have shown that in recent two years, micro-film has become a unique art form with its own properties and characteristics, distinct from TV advertising, film and online video. However, micro-film is reproached for its meaningless content and poor-qualified making, along with its gloomy future darkened by the integration of communication channels and its excessive dependence on commercial affairs. Therefore, it is necessary for advertisers, micro-film makers and advertising and public relations companies to cope with the further promotion of micro-film as a new marketing method.