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晚饭后,坐在电视机前,没完没了的广告节目真叫人扫兴。笔者暂不谈这些广告观众的多寡,仅就广告本身的收益如何,发表一点看法。据报载,目前全国有经管广告权的单位10800多家,1989年支出的广告费达16亿元之多。有关人士分析,这其中仅30％的广告有效,而其余十数亿元广告费则被无边无际的广告海洋“淹没”了。造成如此巨大浪费原因何在?笔者认为,是部分企业经营者的广告意识不明确,这种糊涂广告意识即:广告越多,销售量越大,广告等于销销。其实不然,广告不等于销售。尤其在当今的广告混战中,人们逆反心理强烈,有的广告并不一定能发挥它应有的作用和效益。
After dinner, sitting in front of the TV, endless advertising programs are really disappointing. I will not talk about the number of these advertising audiences, and I would like to express my opinion on the benefits of advertising alone. According to the report, there are currently more than 10,800 units that have the right to control advertisements in the country. In 1989, the expenditure on advertising expenditures reached as much as RMB 1.6 billion. The personage concerned analyzed that only 30% of these advertisements are valid, while the remaining RMB 0.1 billion advertising fees are “inundated” by the immense advertising ocean. What is the cause of such a huge waste? The author believes that it is the awareness of advertising of some business operators that is not clear. This kind of confused advertising consciousness means that the more advertisements, the greater the sales volume, and the advertisement equals sales. In actual fact, advertising does not equal sales. Especially in today’s ad campaigns, people’s rebelliousness is strong, and some ads may not be able to play its due role and benefits.