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有广告“教父”之称的奥格威曾经留给广告后辈们两句经典名言:“我知道我的广告费有一半是浪费的,问题是不知道浪费掉的是哪一半;没有什么更好的方法会比降价2分钱对消费者更有吸引力。”暂不讨论奥格威的先见之明,但是,直到今天,广告公司的收费问题依然是广告界必须面对的困惑。广告是一个服务行业,为客户提供的产品是无形的服务,无法像有形产品那样明码标价。收费问题处理不好,往往影响广告公司和客户之间的关系,因为收费问题导致广告公司与客户分道扬镳的例子已屡见不鲜。
Ogilvy, known as the “godfather” of the ad, used to have two classic quotes from advertisers: “I know that half of my advertising costs are wasted, and the problem is that I do not know what half wasted; there is nothing better Approach will be more attractive to consumers than a two-cent cut in price. ”Ogilvy’s presumption will not be discussed at this moment, but until now, the issue of advertising company fees has remained a puzzle for the advertising industry. Advertising is a service industry that provides customers with invisible services that can not be priced in the same way as tangible products. Charges are not dealt with properly, often affecting the relationship between advertisers and their customers, as fees have caused problems with advertisers and customers alike.