论文部分内容阅读
广告作为扩大企业影响、推销企业产品的有效手段,越来越被人们所重视。在某些经济发达的国家中,一些行业的广告费高达销售额的10～20％。如近年来美国的广告费就占国民总产值的2％以上。随着我国经济体制改革的逐步深入,广告在沟通市场信息,促进商品流通方面的作用必将愈来愈重要。 对广告进行价值分析,就是要用最少的广告费,取得最佳的宣传效果。有些企业用于广告宣传的费用虽不少,但宣传效益并不理想。如广告面面俱到,宣传重点不突出,不
As an effective means to expand the influence of companies and market their products, advertisements are increasingly valued by people. In some economically developed countries, advertising costs in some industries are as high as 10-20% of sales. For example, in the United States in recent years, advertising costs account for more than 2% of the gross national product. With the gradual deepening of China’s economic system reform, the role of advertising in the communication of market information and the promotion of commodity circulation will surely become more and more important. The value analysis of advertising is to use the least amount of advertising fees to achieve the best publicity. Although some companies spend a lot on advertising, their promotional effectiveness is not satisfactory. If advertising is all-embracing and the focus of publicity is not prominent, no