中国大陆市场的不稳定性太大了,且意料外的事情经常发生。如非典的出现、上海媒体的整合、17号令的颁布,这些意想不到、无轨迹可寻的变化促使媒介人要随时保持警觉,因为随时都可能有新状况发生。如今中国的行销界的品牌意识已经很强烈,过去这几年的品牌工程多是只着眼于创意,对媒介投放的重视不够。创意只是品牌工程的一面,好的创意只能占一半。如果好的创意传播给了错误的消费者,就不会激起消费者的反应。不管多么好的创意,如果选择错了渠道,也将前功尽弃。在中国大陆这样特殊而复杂的媒介市场里,客户的预算更应该科 The instability in the mainland China market is too great, and unexpected things happen frequently. Such as the emergence of atypical pneumonia, the integration of the Shanghai media and the promulgation of Decree No. 17, these unexpected and traceless changes have prompted media people to be alert at all times because new situations may occur at any time. Nowadays, the brand awareness of the marketing community in China is already very strong. In the past few years, most brand projects focused on creativity and paid insufficient attention to the media. Creativity is only one side of the brand project, good ideas can only account for half. If good ideas spread to the wrong consumers, they will not arouse the reaction of consumers. No matter how good the idea, if you choose the wrong channel, it will also come to naught. In such a special and complex media market as mainland China, the client’s budget should be more