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一、广告与调查有人认为,知道了收视率,就知道那个频道好或不好,就可以做广告投放计划了,其实不这么简单。这方面应该注意两个问题: 首先,广告是一个比较全面的概念,一个企业或一个媒体计划从设计、执行到完成,整个过程都是同广告有关系的。国内很多广告公司在创意方面有不少优秀的人才,在媒介采购方面也做得非常好,有创造性,但在媒体计划和效果评估方面有不少欠缺,造成这个问题的重要原因之一,是没有全面的调查数据提供给企业主。
First, advertising and investigation Some people think that, knowing the ratings, you know that the channel is good or not, you can do advertising plan, in fact, not so simple. There are two issues to be aware of in this regard. First, advertising is a more comprehensive concept. The design of an enterprise or a media project from design to execution to completion is all about advertising. Many domestic advertising agencies have a lot of outstanding talents in terms of creativity. They are also very good and creative in media procurement. However, there are many shortages in media planning and effectiveness evaluation. One of the important reasons for this is No comprehensive survey data is provided to business owners.