论文部分内容阅读
2001年5月,《21世纪经济观察报》刊出了一篇题为“国际4A 广告公司角色错位”的文章,提出了这样一连串问题:中国企业究竟需要何种广告服务?内资广告公司和外资广告公司在理念上到底有何不同?外资广告公司是否真的适合中国国情?同年12月24日,该报又刊出了“奥美失败案例调查”,文章说:在调查中发现,在广告圈里对所谓“奥美失败案例”的看法几乎完全一致,大家都不约而同地提到御苁蓉、奥妮、江中痔康片等几个案例。本文试图探讨奥美这几个案例失败的原因所在,以与关心本土广告业成长路径的人士一起商榷。
In May 2001, “21st Century Economic Observer” published an article titled “The Misplaced Role of International 4A Advertising Companies.” This article puts forward a series of questions: What kind of advertising services do Chinese companies actually need? Domestic-funded advertising companies and foreign capital What is the difference in the concept of advertising companies? Is it true that foreign-funded advertising companies are suitable for China’s national conditions? On December 24 of the same year, the same newspaper published the “Ogilvy failure case investigation.” The article said: During the investigation, it was found that In the circle, the views on the so-called “Olympian failure case” are almost identical, and everyone mentioned invariably the cases of Yu Qirong, Oni, and Jiang Zhongye Kang. This article attempts to explore the causes of the failure of Ogilvy & Mather’s case and discuss it with people concerned about the growth path of the local advertising industry.