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20多年的改革开放,我国已建立了较为完善的市场经济体制,在市场经济条件下,各企业对广告的作用有了清晰的认识,由最初的忽视广告到后来的盲目依赖广告,到目前的理性投放广告,反映了广告主对广告作用的认识历程。但在运用广告这一促销手段时,却是几家欢笑几家愁,原因何在?笔者想透过近几年广告主的广告投入来探讨广告产生最大作用的条件,从而为广告主理性地投入广告提供依据。
For more than 20 years of reform and opening up, our country has established a relatively perfect market economy system. Under the conditions of a market economy, all enterprises have a clear understanding of the role of advertising. From the initial neglect of advertising to the subsequent blind reliance on advertising, Rational advertising, reflecting the role of advertisers awareness of advertising process. However, in the use of advertising this means of promotion, but it is a few laugh a few unhappy, why? I want to explore the advertising through the advertising investment in recent years, the conditions of the greatest impact to the advertisers to rationally Advertising provided basis.