论文部分内容阅读
在广告主制定自己的营销策略与媒介投放策略过程中,必定要选择自己的智业服务机构。这也是广告主要花出去的一部分钱。在这个过程中,这些智业服务机构便成为了决定广告投放方向性因素的决策因子,因为这些智业服务机构往往成为企业决策的“意见领袖”。是要选择跨国的4A公司呢?还是要选择本土广告公司以及咨询公司来为自己制定营销战略以及媒介投放策略呢?是选择大的公司呢还是选择小的公司呢?其实,这都不重要,关键是选择到适合自己企业发展的智业服务机构。在这个选择的过程中,广告主又期望这些智业服务机构扮演什么样的角色呢?
In the advertisers to develop their own marketing strategy and media delivery strategy process, we must choose their own intellectual services. This is also the main part of advertising money spent. In the process, these services have become the decisive factor in determining the directionality of advertising, which often serve as “opinion leaders” in corporate decision-making. Is to choose a multinational 4A company? Or to choose local advertising companies and consulting firms to develop their own marketing strategy and media strategy? Choose a large company or choose a small company? In fact, this is not important, The key is to choose for their own business development Zhiye service agencies. In the process of this choice, the advertisers also expect these intellectual services to play what role?