广告:向左走?向右走? 广告要有准确的目的……我们经常可以看到,一些企业运作广告时,在一个广告动作背后看不到策略的支持,它们只有一个遥远而空泛的目的就是卖产品。但卖产品的过程中,在与消费者沟通上也没能建立起沟通的共鸣点,没有明确的目的,茫然而为之。另一种情况是,不能很好地整合广告资源,没有很好的品牌规划和实施策略,不知道什么时候以积累品牌为主,什么时候以销售产品为 ADVERTISING: Going Left and Going Right Advertising Has Accurate Purposes ... Often, we can see that when some companies run their ads, they can not see the tactical support behind an advertising campaign. They have only one distant and vague purpose Is selling products. However, the process of selling products, communication with consumers also failed to establish the resonance point of communication, there is no clear purpose, at a loss. Another case is not well integrated advertising resources, there is no good brand planning and implementation strategies, do not know when to accumulate the main brand, when to sell products for