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在中国的跨国企业中,近几年渠道部、采购部、销售部说话的分量越来越重,一改往日市场部独行广告天下的局面。广告预算也越来越向终端行销倾斜,特别是以快速消费品最为明显。中国终端行销开始萌芽。在中国,终端行销面临三大障碍没有奖台的终端行销多数广告公司的架构是为传统广告设立的,D&AD,Clio,Oneshow是广告公司的主旋律。我们经常听说某某广告公司创意总监为了拿奖要求每月每人交50个创意,从来没有说是为了某个促
In China’s multinational corporations, in recent years, the channel department, purchasing department, sales department to speak more and more weight, changing the previous days the market alone advertising the world situation. Advertising budget is also more and more inclined to the terminal marketing, especially in the most obvious consumer goods. China’s terminal marketing began to sprout. In China, there are three major obstacles to terminal marketing Terminal marketing without podiums Most advertising companies are set up for traditional advertising. D & AD, Clio and Oneshow are the main themes of advertising agencies. We often hear that the creative director of an advertising company wants to pay 50 ideas per person per month to win a prize.