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一则成功的广告,人们首先注意到的往往是它的创意。然而一个成功的广告策略,除了成功的广告创意外,也离不开成功的媒体策略。许多人都有这样的生活经历:生病求医,对症下药,开出的中药处方中有时会有一些我们称之为“药引子”的药物。这些药引子本身对治疗疾病并无什么作用,但它可以将那些具有疗效的药物引导到人体中最适合的位置,使其发挥出最佳的疗效。相反,如果没有这些并无治疗作用的药引子,其它药物的作用就会大大地降低。在广告策略中,广告媒体的作用就相当
A successful advertisement, people first notice is often its creativity. However, a successful advertising strategy, in addition to successful advertising, but also inseparable from the successful media strategy. Many people have this kind of life experience: getting sick and getting the medicine right, sometimes there will be some medicines we call “priming” in prescriptions of Chinese medicines. The prodrugs themselves have little effect on the treatment of the disease, but they can direct those drugs that are effective to the most appropriate point in the body for optimal effectiveness. Conversely, the effects of other drugs can be greatly diminished without these untreated prodrugs. In the advertising strategy, the role of advertising media is quite