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一个成功的广告需要什么? 谈到“广告管理”这个问题时,我们要认识到,这是一个须认真对待的行业,因为去年全世界在这一行业上的花费超过了 3,000亿美金。这既是一项支出,也是一项投资。 一、创意至上。作者认为,比选择媒体和广告投放更为重要的是良好的创意。通过对比创意在不同性质的广告中的不同 定位,可以发现超过75％的广告在影响市场目标方面的成败都取决于创意。
What is needed for a successful advertisement? When we talk about the issue of “advertising management,” we must recognize that this is an industry that we must take seriously because last year the world spent more than 300 billion U.S. dollars on this industry. This is both an expenditure and an investment. First, the supremacy of creativity. The author believes that good ideas are more important than choosing media and advertising. By contrasting the different positioning of ideas in different types of advertising, you can see that more than 75% of ads succeed or fail in their marketing goals depending on their ideas.