企业的广告宣传是属企业文化的范畴,成功的广告是企业的一种无形资产。改革开放以来,我国企业的广告宣传虽然在认识、策划、投入、素质方面都有明显提高,但存在的问题仍不少。一、广告意识仍然不强,缺乏战略眼光。大多数企业尚没有把广告看成是企业信誉投资的一个重要组成部分,在产品畅销时,觉得没有必要做广告,产品滞销想做广告时却又拿不出钱,为推销产品又不能不做广告,只好临时应付,而不是为塑造企业的商标形象和企业形象进行有计划长期性的投入。有的企业自以 Corporate advertising is a category of corporate culture. Successful advertising is an intangible asset of a company. Since the reform and opening up, although the advertising campaigns of Chinese companies have obviously improved in their understanding, planning, investment, and quality, there are still many problems. First, advertising awareness is still not strong and lacks strategic vision. Most companies still do not regard advertising as an important part of corporate reputation investment. When the products are sold well, they feel that there is no need to advertise. When the products are unsalable, they do not have the money to advertise, and they cannot do anything to promote the products. Advertisements have to be dealt with on an ad-hoc basis rather than a planned long-term investment in shaping the company’s trademark image and corporate image. Some companies use their own