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创意的自由来自严谨规划的策略思考,我们尊重创意,不只是创意作品及创意人员。《宋秩铭、庄淑芬,2000)好创意正犹如小火花,只要能合理地表现和传播出去,绩效就会呈“乘数”般倍增,点燃的星星之火一发便形成了燎原之势;相反,好的广告创意如果投放不合理,不但投放的广告成本提高了,创意的边际效用也会降低,甚至会出现事半功倍、功败垂成的局面。
Creative freedom comes from careful planning and strategic thinking, we respect creativity, not just creative works and creative staff. “Song Shu Ming, Zhuang Shufen, 2000) Good ideas are like small sparks, as long as they can reasonably be manifested and disseminated, the performance will be” multiplier "like a doubled, ignited the fire of the stars will be formed a prairie fire; On the contrary, if the good advertising ideas are unreasonably delivered, not only will the cost of advertising be increased, the marginal utility of creativity will also be reduced, and even more efforts will be taken with less effort.