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前些年,国内广告界有句顺口溜:“客户是上帝,媒体是皇帝,广告公司是仆人。”这话虽不尽然,但也形象地阐明了在一定时期广告主、广告公司、广告媒介之间的关系。近年来,随着广告市场的不断发育,媒体的迅速发展,这种不太正常的三者关系正在逐渐改变。但在某程程序上仍然没有改观,热门媒体还占据着皇帝的位置,居高临下左右着媒体发布的生杀大权。应该说广告客户、广告公司、广告媒体是互相配合的有机体,就好像是一桌丰盛的美味佳肴,广告客户是原料的提供者,广告公司是烹饪大师,媒体是碗盘,三者密切合作才能有一桌碗盘使用得当、色香味俱佳的丰盛宴席。所以,在广告运作的过程
A few years ago, the domestic advertising industry has a jingle: “The customer is God, the media is the emperor, the advertising company is a servant.” Although this is not true, but also vividly illustrates the period of advertisers, advertising agencies, advertising media between Relationship. In recent years, with the continuous development of the advertising market, the rapid development of the media, this less normal relationship is gradually changing. However, in a certain procedure still did not change, the popular media also occupy the emperor’s position, commanding the life and death power released by the media. It should be said that advertisers, advertising agencies, advertising media is a co-ordination of organisms, like a table of sumptuous delicacies, advertisers are the providers of raw materials, advertising companies are cooking masters, the media is a bowl, the three close cooperation can Have a properly used dishes, dishes, color and fragrance of the sumptuous feast. So, in the process of advertising operation