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世界著名品牌的产生,都和大量的广告投入联系在一起。赫赫有名的美国宝洁公司的广告支出占销售额的八分之一以上,他们深有感触地认为:“效率最高,影响最大的促销办法,就是精心广泛的做广告。”的确,要在日益激烈的市场竞争中提高产品的知名度,广告是必不可少的手段。现代广告作为信息传递的重要手段,使供需双方得以及时沟通。有效的广告宣传可以创造新的市场需求,增强企业的市场竞争力,树立企业的形象。然而,纵观我们书业,广告是目前图书宣传形式中最薄弱的环节。
The birth of world famous brands, and a large number of advertising investment linked. The well-known American Procter & Gamble company’s advertising spending accounted for more than one-eighth of sales, they deeply felt that: “The most efficient and most influential promotional methods, is carefully elaborate advertising.” Indeed, in the increasingly fierce The market competition to improve product visibility, advertising is an indispensable means. Modern advertising as an important means of information delivery, so that both supply and demand can be timely communication. Effective advertising can create new market needs, enhance the market competitiveness of enterprises, establish a corporate image. However, looking at our book industry, advertising is the weakest link in the book’s publicity.