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2001年中国的广告投资再一次超过了800亿元人民币——这些巨额的投资、这些经由众多被认为是顶级聪明的企业主和广告人扔出去的、可以堆成一座小山的钞票,究竟有多少是打了水漂?又有多少称得上是明智之举呢?无论如何我们都应该进行认真地回顾和反思,透视其中那些真正的广告智谋。虽然人类还没有科学地发明一种简易的方法和技术,来帮助我们轻易和精确地测量每一个广告的效率,我们还无法以量化手段评判每一个广告的是非优劣程度,但是,我们仍然可以从回顾、反思和透视中,检讨那些显而易见的错误,揣摩和感悟那些成功的经验,从而指导我们未来的广告运动和市场实践。
China’s advertising investment once again exceeded 80 billion yuan in 2001 - these huge investments, which are thrown out by numerous business owners and advertisers considered to be the top smart, can pile up a hill bill, how much Is it a fool? How much can be called a sensible move? In any case, we should carefully review and reflect on the perspective of those who really advertise intelligence. Although humans have not yet scientifically invented a simple method and technique to help us measure the efficiency of each advertisement easily and accurately, we can not quantify the non-optimality of each of the advertisements quantitatively, however, we can still From retrospect, reflection and perspective, we review the obvious mistakes, try to figure out and understand those successful experiences, so as to guide our advertising campaign and market practice in the future.