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旧的一年过去了,新的一年到来了。过去的是死,新来的是生。方死方生,是一种境界。做企业的,战战兢兢,如履薄冰,每年有多少企业死,又有多少企业生?广告人经常会骂客户不懂广告,岂知做企业的艰难?广告于一些人或许还可以作为一种艺术来把玩,而客户做广告的钱却不知是当年多少汗水一个铜板一个铜板没日没夜地挣来的。广告的投放一样引起非议,今年争议最大的当是蒙牛。记得当年段永平被记者问急了,曾撂出一句:到底是你在做企业还是我在做企业?当然也有投广告把企业投死了的,众所周知,不用再重复了。且不说结果如何,只说一句,广告已经经历了热闹的所谓策划,到精彩的创意制作(虽然还没有拿到戛纳的大奖),现在好象要回到讲效果的理性了,重点也要转到媒介了。所以就有了《中国广告》这个“媒介专刊”了,我们的目标一如既往,是强调广告的效果,是为最终的广告投放者服务的。而媒体本身也在经历一场方生方死的过程,媒体总的说已经过剩了,过剩是好事,过剩才有竞争。竞争
The old year is over, and the new year is coming. The past is dead, the new is born. Fang Fang Fangsheng, is a realm. Doing business, trembling, treading on thin ice, how many companies die each year, and how many businesses? Advertisers often scolded customers who do not understand advertising, do you know how difficult it is to do business? Some people may also be able to play as an art , But the client does not know how much money advertising the year how much sweat a copper plate earned day and night earned. As the release of advertisements aroused criticism, the biggest controversy this year is when Mengniu. I remember when the reporter Yong Yong Ping anxious, had a sentence out: in the end you are doing business or I am doing business? Of course, there is investment ads to the business dead, we all know, no longer repeat. Not to mention the results, to say the least, advertising has experienced the so-called lively planning, to the wonderful creative production (although not yet won the Cannes Grand Prix), now seems to be back to the effect of the rational, the focus should Go to the media. So there is “China Advertising” this “media special issue ”, and our goal, as always, is to emphasize the effect of advertising is to serve the final advertisers. The media itself is experiencing a square Fangsheng Fang death process, the media generally have said that excess is a good thing, excess competition. competition