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341199 2008 年 08 月 28 日 14:04 Reading (loading. ..) Comments (0) Category: Miscellaneous world Kan
In today's market environment, the vast majority of Chinese enterprises, whether SME or large enterprise, from a marketing perspective, the success of its advertising alone can not do. 20 years ago, because the market is very little noise, product shortages, so long as the shoot an ad, and the courage to put in, it will make the product a hit. But today, almost all products are entering the era of excess, the power of advertising is not so big, companies and advertising agencies are authorized advertising to consumers is not so big sales pulling power. Cast 50 million, not effective; then an additional 50 million, is still not effective. In this case, entrepreneurs began to suspect that ad, and thus doubt the value of advertising, and advertising companies that have done best, inner innocence, in the end where is the problem? We must understand the business value of advertising skepticism and complaints. In fact, 20 years ago that \Today the situation is back to normal status. Because 20 years ago, the advertising effect of extraordinary, with frequent spread of the \inadequate. In the return to normal today, in order to truly Maihao a product, product strength than the product itself, the company's marketing team, marketing channels, the terminal display, communication - that is what we call the ad, the same can not be bad. Any one link in the chain, can not achieve the desired sales. The burden of selling a product,
red wing heritage boots, only the pressure in the advertisement, is not only unfair but also unrealistic.
Thus, problems arise. It stands to reason, enterprises in the marketing team, channel network, terminal layout and other aspects of planning, the enterprise, yourself, or hire a professional management consulting firm to complete, but reality is that the vast majority of Chinese enterprises do not realized, or there is no extra money to find management consulting firms, they are not included in traditional advertising such business topics, explicitly or not explicitly threw the advertising companies. The so-called not clear that they want to cooperate with the advertising company, will sell a good product. Serves decent, that is, successful cooperation; selling well, is the co-operation failed. The advertising company does not solve the above problem, the product is not selling well.
most advertising companies on the current, and their core values is creativity and execution. On the marketing team, marketing strategy, marketing channels, the terminal links, we know very little or no idea. So in the end they should meet this challenge should not break through the traditional creative and execution of comprehensive marketing was involved in all aspects. In my opinion,
red wing boot store, advertising companies in order to place more value in the enterprise, whether willing or not, I am afraid that this step had to move, or deep, or shallow. As companies and advertising companies, to the final result. No matter how good your ideas, and if sales do not end up, you still face the risk of being negated, you do unredressed injustice may be suffered, but the result is that companies that spend more money injustice.
fact, more and more enterprises, more attention to advertising companies planning ability, not just creativity. Come this far, the quality of personnel on the requirements of advertising is much higher than before. In other words, advertising companies are more trouble. You need to know more, because you want to learn more, otherwise you have no value. For example, former advertising copywriter is that no matter the market, but not the sales process, the products from out of the market, where the first step, where the second step, to a business there are a few buttons, to the two operators There are a few buttons, he is not concerned. But now, you let him write dealer program the General Assembly, he can not write, not that he does not learn. So, I said that we are out of advertising graduate students, in addition to general to write the copy, the real selling power of copy, the real market value of the copy, he can hardly write. No not in transition, but this transition is very painful, very difficult to find such talent.
course, if this transition is very difficult, we can insist on doing so-called traditional advertising, which is our only creative and performance,
red wing motorcycle boot, and never mind those headaches channel team, the terminal building. This is also an option. But if such a choice, then you have to calm,
red wing boots, do not complain about too little business to give you money, but also make him ready to give you less money. Because the current market situation in China, your creativity and performance, may only be worth the money. You should have a peaceful mentality.
I think, to do anything must proceed from reality, why we have been advocating Maoist plan, because his most important point is to do anything else, from the facts,
red wing shoes outlet, seeking truth from facts, analyze specific issues. Do not control what books, what a great theory, it is important to see the facts.
you see, the phenomenon is: an advertising company to serve a business, stick to the same old, only creativity and performance, has been looked down upon, and that its use is not. It did not think, why do not I use? In the end I have to help enterprises solve the problem? If we proceed from the facts as soon as possible, I think most of this kind of thing will not happen. Unfortunately, human beings were dogma often shackled. We have done the beginning of spiritual promise of traditional advertising, creative and performance only, but as the market develops, we find that just do not enough creativity and performance has to really be responsible for business to help it achieve results, to be involved in channel marketing and other fields. Thus, in order to be respected,
red wing shoes, in order to help enterprises solve the problem, we have to change, this is a very painful change, the change is natural. No one taught us to change, we change because we want to live a better life.
we broke through the traditional areas of advertising, but in essence, we are still or in advertising. I am surprised, there is always a lot of people take things to measure foreign advertising: advertising creative and performance should only be done should not be doing other; advertising should be like, not like that. In fact, this view is wrong, is to help sell advertising. You only reach this goal, you're good ads. No matter what your concept is, what kind of model do, whether you go beyond the creative and performance, everything should proceed from the actual market. This is actually what means we want to settle down in the end the problem. Early Chinese acceptance of Western advertising too many things, and now should also be realistic in terms of ideology was. Even the best theory, with the facts, it should be adjusted based on the facts, to learn the facts, and then may be able to get out of a really effective way. We do not consider the first theory, the theory is summed up from the facts.
the industry as a truly self-confident, do not always look at how to get developed, that is, how useful how to. Because the development of China's market economy different from the West. China has a lot of Western economic theory can not explain the phenomenon, we have a lot of original things, first, practice, and after the theory. What we are doing something, not in the West to find a proven theory. We should be more confident to do something, as long as the results are good, not too bad, to be bold and forward.
theory as well. Had that theory to be developed ad is good, and many people spare no effort to spread in a variety of occasions, preached. Good things are actually caused his drowning, is weakened, or no sound, which is very regrettable. Visible, aggressive culture, very scary, very angry.
new, with living things come from non-mainstream mainstream. And its vitality is that it brings the visible and tangible results. All depends on the facts speak, not the so-called theory.
Goethe when he said: \
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