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随着企业间竞争的日趋激烈,广告主日益重视广告的效果,同专业的广告战略伙伴的合作成为广告主的迫切需要。本期焦点立足广告主同广告公司的合作现状,旨在探讨广告主的“公司观”。焦点的构成有:理由篇、困惑篇、对策篇和研究篇。理由篇汇集了本刊记者采自一线的重要情报,既包括广告主、广告公司在选择和被选择过程中所发出的种种喟叹,还包括各路专家们透彻而理性的分析点评。我们不难看出广告主的需要是多元并且多层级的,能够满足广告主不同需求、适应其企业战略的专业型广告公司最受青睐。大而全、经验丰富的广告公司服务全面,相对规范,具有一定的优势,但也需要适应本土品
With the increasingly fierce competition among enterprises, advertisers pay more attention to the effectiveness of advertising, advertising partners with professional partners become an urgent need for advertisers. This issue focuses on advertisers based on the status of cooperation with advertising companies to explore the advertiser’s “company concept.” The focus of the composition are: reason articles, confused articles, articles and research articles. The text of the article brings together the important intelligence collected by our correspondents from the frontlines, including all kinds of sighs made by advertisers and advertising agencies in the process of selection and selection, as well as the thorough and rational analysis and comments made by experts from all walks of life. We can easily see that the needs of advertisers are diverse and multi-level, to meet the different needs of advertisers, to adapt to their business strategy of the professional advertising company the most popular. Large and full, experienced advertising company services in a comprehensive, relatively standardized, has some advantages, but also need to adapt to local products