这几年在美国有一个很重要的趋势就是,广告客户逐步转变为不用费用制(fee-based),而是用表现制(performance incentive)。这好比是用广告认知效果(advertisingawareness)作为目标,假设客户期待这个广告活动的广告认知效果要达到60%,若达到了目标,客户除了付给广告公司应该有的报酬补偿(compensation)外,还给他奖金。这个目标可以是销售目标(sales goal)或广告目标(advertising goal)。 In the past few years in the United States there is a very important trend is that advertisers gradually shift to a fee-free system (fee-based), but the performance system (performance incentive). This is like targeting advertisingawareness, assuming that the client expects 60% perceived advertising effectiveness for the campaign, and if the goal is met, the client, in addition to the compensation the advertiser should have, , Give him a bonus. This goal can be a sales goal or an advertising goal.