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有人说广告是一门艺术,有人说广告是一门科学;在企业家眼里广告首先是商战的一种手段,是企业的一种投资行为,而不能是艺术家的个性作品,也不是学者的理论实践。要让广告这种贯穿于整个营销过程的投资行为得到应有的商业回报,无论是广告人还是企业经营者都必须在广告创意制作发布之前,根据实际情况,深入调查,知己知彼,从以下十个视角进行观察思考,从而做到科学决策,胸有成竹,决胜千里,充分发挥广告应有的作用。
Some people say that advertising is an art. Some people say that advertising is a science. In the eyes of entrepreneurs, advertising is a means of business warfare. It is an investment behavior of a company. It cannot be an artist’s personal work, nor is it a scholar’s. Theoretical practice. In order for advertising, which is an investment behavior that runs through the entire marketing process, to receive the necessary commercial rewards, both the advertiser and the business operator must make an in-depth investigation and know each other, starting from the following ten From the perspective of observation and thinking, in order to achieve scientific decision-making, we have a clear grasp of success, and we must make full use of the proper role of advertising.