论文部分内容阅读
作为广告主而言,没有人愿意浪费自己的广告费,谁都不愿把自己辛苦打拼的结晶往火坑里扔。但是,对于广告费投入之后是否确实产生了“浪费”现象,却要明察秋毫。我认为,说投入的广告费浪费了,其实是针对某一特定阶段或时间内的一种相对说法。广告费“浪费”有两个原因:1、广告主对广告效果的评估过急;2、广告投放费用确实因媒介操作(包括媒介策略、执行等)不当浪费了。
As advertisers, no one is willing to waste their advertising costs, no one wants to put their hard work to the pit fire throw. However, it is unclear whether the phenomenon of “waste” has actually arisen after the advertising expenditure has been put into practice. I think it is a waste of advertising costs, in fact, is a relative term for a particular period or time. Advertising costs “waste ” There are two reasons: 1, advertisers assess the effectiveness of advertising too urgent; 2, advertising costs really due to media operations (including media strategy, implementation, etc.) wasted wasted.