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在金融危机中,企业资金不足或是销量下滑的时候,为了维持企业正常运转,老板一般会首先寻求财务上的平衡,即削减开支,而首先想到要削减的就是广告预算,道理很简单,这些预算很可能还没有确认下来,或者说这笔钱还没有花出去。品牌的危险随之而来。我们把品牌比作一架飞机,广告则好比飞机的引擎,当飞机飞行在一万两千尺的高空时,油料不足了,如果我们关掉引擎,飞机借助滑翔能力会暂时没事,但随着飞机不断下坠而最终失速时,即使再次开动引擎,驾驶员也无法控制飞机,只能任由其坠毁。抵抗品牌风险不能只喊口号,飞机油料已经损失,找出办法补救才是硬道理。回到现实中,危机下企业需要优化广告投放结构,提高广告投放效率,找到并削减无效的那一半广告。
In the financial crisis, enterprises lack of funds or sales decline, in order to maintain the normal operation of enterprises, the boss will usually first seek a financial balance, that is, spending cuts, but first thought to cut is the advertising budget, the reason is very simple, these The budget is likely not yet confirmed, or that the money has not been spent. Dangerous brand followed. We compare the brand to an airplane. Advertising is like the engine of an airplane. When the airplane is flying at 12,000 feet, it is short of fuel. If we turn off the engine, the airplane will be temporarily out of gliding power, but with the When the aircraft continues to fall and eventually stalls, even if the engine is started again, the pilot can not control the aircraft and can only let it crashed. Resistance to brand risk can not only shout slogans, aircraft fuel has been lost, find ways to remedy is the last word. Back in reality, companies need to optimize the advertising structure under crisis, improve the efficiency of advertising, to find and reduce the invalid half of the ads.