广告公司面临着一种窘境:客户越来越不愿意为创意支付费用,或者说愿意为创意支付更少的费用。为什么?在我们抱怨广告公司生态环境恶劣的同时,让我们来看看我们广告的创作过程。通常广告是这么被“生产”的:首先区别一下是“线上”还是“线下”:然后确定广告信息需要被放置的既定位 Ad agencies are faced with a dilemma: Clients are increasingly reluctant to pay for ideas or are willing to pay less for creative ideas. Why? While we complain about the poor ecological environment of advertising agencies, let us look at the creative process of our advertising. The usual advertising is so “production”: First, the distinction between “online” or “offline”: and then determine the advertising information needs to be placed in the established position