美国广告业最近经历大地震,许多大客户在激烈竞争的压力下,丝毫不顾念几十年的长期合作关系,突然更换广告公司。只要有一点负面的迹象,或是某条电视广告效果不如人意,或是刊登在报刊杂志上的通告未引起注意,客户立刻走人,换别家广告公司做。最近的例子里,柯达公司6月16日突然决定断绝与沃特.汤普森(J.Water Thompson)公司从经济大萧条到现在的合作关系。自7月1日起,所有胶卷、相机等柯达产品每年3亿美元的广告合约,都 The U.S. advertising industry has recently experienced major earthquakes. Many major customers have suddenly ignored the pressures of fierce competition, and they have no thought of long-term cooperative relations for decades. As long as there is a negative sign, or if the effect of a television advertisement is unsatisfactory or the notice published in newspapers and magazines fails to attract attention, the customer will leave immediately and change to other advertising companies. In a recent example, Kodak suddenly decided on June 16 to cut off J. Water Thompson’s partnership from the Great Depression to the present. Since July 1, all advertising contracts for films, cameras and other Kodak products cost US$300 million each year.