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最近一直和中国的著名快销品打交道,做完了策划方案之后他们会问你如何传播?药方开出去要立马见效,这就是企业的现实。销售额过百亿的企业也是这样,娃哈哈刚刚开完了与所有卫视的联谊会,他们也同样面临混媒时代如何传播的问题。我认为中国的媒体并不像现在广告界所炮制言论一般的这么头脑混乱,反而是非常清醒的,乱的是心,不乱的是真相。企业知道消费者在哪?分销商在哪?知道什么广告有效?所有的传播都是针对消费者设计的。但是无论是药品还是快消品,企业都表达了三个共同观点。第一,不相信数据。这是出乎我意料的可怕信号。数据原本是严肃的,在大家鼓吹和炮制下已经不可信了,这是很恐怖的。现在企业的决策来自于市场,区域经理、销售总监反馈上来的数据根本不是所有卫视的数据。不相信数据恰恰说明了所有的媒体没有告诉企业真
Recently, it has been dealing with the famous fast-selling products in China. After they finished planning the scheme, they would ask how you spread it. The prescription should be effective immediately. This is the reality of the enterprise. The same goes for businesses with over 10 billion in sales, and Wahaha has just opened a fraternity with all its TVs, and they also face the same problem of how the media age spreads. In my opinion, the Chinese media are not so confused as the rhetoric in the advertising field. Instead, they are very sober-minded, chaotic are the heart, and chaos is the truth. Where do businesses know consumers? Where are distributors? What advertisements are valid? All communications are designed for consumers. However, whether pharmaceuticals or FMCG, companies have expressed three common viewpoints. First, do not believe the data. This is a terrible signal to my surprise. The data was originally serious. It is frightening that it has become untrustworthy under the propaganda and fabrication of the people. Now the decision-making business from the market, regional manager, sales director feedback data is not all the data of the TV. Do not believe the data just shows that all the media did not tell the business really