近年来,随着社会主义市场经济的发展,我国许多服务性企业的经营管理人员日益重视广告的促销作用。他们通过各种广告媒介,向消费者宣传本企业的市场形象,介绍本企业的服务,有效地促进了销售。但是,在广告促销工作中,不少服务性企业经营管理人员并没有深入地研究服务广告与产品广告的一系列基本区别,盲目地借用产品广告的指导原则,影响了广告宣传效果。在 In recent years, with the development of the socialist market economy, many service companies in China have increasingly paid attention to the promotion of advertising. Through various advertising media, they promoted the company’s market image to consumers, introduced the company’s services, and effectively promoted sales. However, in advertising and promotion work, many service-oriented business management personnel did not delve into a series of basic differences between service advertising and product advertising, and blindly borrowed guidelines for product advertising, which affected the effectiveness of advertising. in