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最近六个月,我们看到,广告业出现了急剧的滑坡,其景况并不亚于常见的在竞争中倒闭了的商家们。由于网上媒体未能显出它的威力,一些公司对是否要在网络上作进一步的投资,举旗不定。尽管它的发展会有曲折,但令我惊奇的是,它的表现并不尽如人意,且非常糟糕。正如我们广告业中有好夸大其词,热衷于我行我素那样,好像我们的经营并没有得到足够的教训,好像经济规律已经过时,好像信誉在新经济中已成了无用的商品。幸运的是,这种情况还没有铸成“蝗灾”的地步。要恢复知名企业的威信,须做到两件事:首先,要有一个核心——明确承诺什么,确定周期、预算和得益,与企业广大成员信念背道而驰的以我为主的思想是不可取的;其次,广告业要为代理客户、赞助商和受众作出有创造性的成绩。
In the last six months, we have seen a sharp decline in the advertising industry, which is not as bad as the common businesses that have collapsed during the competition. Due to the failure of the online media to show its power, some companies are not sure whether to invest further on the Internet. Despite its twists and turns in its development, it amazed me that it did not perform well and was very bad. Just as there is exaggeration in our advertising industry and our keen interest in our own way, it seems that our business has not been given enough lessons as if the economic laws were outdated as though credit has become a useless commodity in the new economy. Fortunately, this situation has not yet become “locust disaster” point. There are two things that must be done to restore the prestige of a reputable company: first, there is a core - a clear commitment of what, a determination of the cycle, the budget and the benefits, a predominantly my idea that is counterproductive to the faith of the broad masses of the business community. Second, the advertising industry has to make creative achievements in behalf of clients, sponsors and audiences.