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客户与广告公司之间合作不同于贸易公司之间合作,后者在瞬间成交,是亏是赚,彼此都无话可说。当客户与广告公司订下契约后,两者实际上就已经形成一种伙伴关系,或者称为“婚姻”关系,其相处的时间可能是几个月、一年、几年甚至几十年。广告公司特别是稍正规的广告公司,企业特别是优秀的企业,都希望两者之间的关系不应该是单纯的短期的一锤子买卖的关系,而应该成为类似长期的伴侣的婚姻关系。即使是双方都把彼此之间的关系当作像婚姻关系,但也会像人们形容婚姻一样:相爱容易相处难,怨偶很多佳偶少。客户与广告公司是否能成为佳偶,取决于合作双方。
Cooperation between clients and advertising companies is different from the cooperation between trading companies, which deal in an instant, it is loss is earned, each have nothing to say. When a client contracts with an advertising agency, the two actually form a partnership, or “marriage,” with months, a year, years, or even decades year. Advertising agencies, especially the more formal advertising agencies, especially good business enterprises, hope that the relationship between the two should not be simply a short-term one-shot deal, but should become a similar long-term relationship of marriage. Even if both parties regard each other’s relationship as a marriage, they also describe the same as people describe marriage: love is easy to get along with, and many are complacent. Whether clients and advertising companies can become goodies depends on the partners.