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广告公司的崛起使生活变得日益生动.但同时也使市场竞争逐渐白热化.广告公司之间的竞争也更加残酷。作为广告公司竞争基础之一的市场调查数据,已成为广告公司经营活动中不可缺少的一部分。试想.企业会放心地把数百万甚至数千万广告费交给一个只说自己实力雄厚而对市场没有深刻认识的广告公司吗?国际市场上,著名的广告公司(如实力媒体、麦肯光明、智威汤逊等)毫无例外地都拥有调查数据库.这些数据库中的一部分是自己积累形成.另外很大一部分则是直接从当地的数据供应商(或市场研究机构)获得。而第二种方式则因为信息全面、操作简易的优点倍受青睐。
The rise of advertising companies to make life become more vivid, but also make the market competition is heating up, the competition between advertising companies is even more cruel. Market research data, as one of the foundations of competition for an advertising agency, has become an integral part of the advertising business. Imagine.Enterprises will be assured that millions or even tens of millions of advertising costs to only say that they have a solid strength and the market does not have a profound understanding of the advertising company? In the international market, the famous advertising company (such as the strength media, McCann and other Bright, JWT, etc.) have access to survey databases without exception, some of which are built on their own, and a large portion of which is obtained directly from local data providers (or market research agencies). The second way is because of the full range of information, the advantages of simple operation much favored.