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奥美公司一直遵循着大卫·奥格威“我们只做有销售力的广告”的理念,基于此,我们认为EFFIE奖是至高无上的,如果你没有足够的实例证实你的广告有效,你就不会成为赢家,所以从某种意义上说,EFFIE奖才称得上是真正的广告大奖。——奥美集团董事长、全球首席执行官Shelly Lazarus 我受中国广告协会的委托,美国营销协会(AMA)的邀请,代表中国出任美国2001年EFFIE奖的终审评委。评审过程分两个阶段:初审阶段与终审阶段。初审只考虑广告运动(AD Campaign)的市场背景,广告目的、目标受众、创意策略、传播手段,媒介策略及预算以及是否达到设定的市场目标和有效性来判断:EFFIE强
Ogilvy & Mather has always followed David Ogilvy’s philosophy of “We only do advertising with sales.” Based on this, we think the EFFIE award is paramount. If you do not have enough examples to prove that your ad is valid, You will not be a winner, so in a sense, the EFFIE award is the real ad award. - Shelly Lazarus, Chairman, OgilvyOps Group, Worldwide CEO I am entrusted by the China Advertising Association and invited by the American Marketing Association (AMA) to represent China on the final review panel of the United States for the 2001 EFFIE Award. The review process is divided into two stages: the first stage and the final stage. The first instance only considers the marketing background, advertising purposes, target audiences, creative strategies, means of communication, media strategy and budget of AD Campaign, and whether or not the set market goals and effectiveness are met: EFFIE