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广告,为了什么?这是不能回避问题,无论你的广告如何精致,广告的主旨不能丢。 “做商业广告不就是为了促进销售吗”,这样的问题随便问一个人就会脱口而出,但正是这样一个简单的问题,在许多现实的广告中,已经找不到这样的答案,或者说迷失了自己的最根本目标,违背了广告的有效性原则。有的将广告押注于“创意”,广告做得倒是又新又奇,但不知它要向受众传达些什么;有的广告在最佳时段播出、在最佳版面刊出,但忽略了整体的协调,频率的适度,反起到了与广告初衷背道而驰的效果。
Advertising, for what? This is the problem can not be avoided, no matter how sophisticated your ads, the thrust of the ads can not be lost. “Do not commercial advertising to promote sales?”, Such a question casually ask a person will be blurted out, but it is such a simple question, in many real ads, have been unable to find such an answer, or lost The most fundamental goal of their own, contrary to the principle of the effectiveness of advertising. Some bet on the idea of “creativity,” but advertising is new and curious, but I do not know what it wants to convey to the audience. Some advertisements are broadcasted at the best time and published in the best editions, but they are ignored The overall coordination, the frequency of moderate, anti-rebounded to the contrary with the original intention of advertising.