今天的企业已经越来越离不开广告的作用了,正如企业界里流行的一句话中上半句所说的那样:“企业不做广告是在等死”。然而,广告的巨额费用投入后的效果又如何呢?国内一份权威市场研究报告表明:广告费用投入增大一倍,仅能取得市场份额平均35%的增长。故此,企业界里流行的那句话中的下半句是这样说的:“企业做广告是在找死”。巨额的广告费用是一把双刃剑,它既可能打造一个优秀品牌,也可能毁掉一个原本实力雄厚的企业。确实,在实践中被 Today’s enterprises have become more and more indispensable to the role of advertising, as the first half of the popular phrase in the business world puts it: “Businesses are not waiting for advertisements to die.” However, what is the effect of huge investment in advertising? A domestic authoritative market research report shows that advertising spending has doubled, and it has only achieved an average 35% increase in market share. Therefore, the second sentence in the business community’s popular phrase is: “The company advertises for death.” The huge amount of advertising costs is a double-edged sword. It can create an excellent brand, and it can also destroy an already powerful company. Indeed, in practice