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广告作为一种有效的营销手段,越来越受到众多企业的关注。中国的广告业虽然起步较晚,但随着社会主义市场经济的发展,广告业在短期内得到了跳跃式的发展。1992年,全国广告营业额收入为68亿元,1993年1～6月份是42亿元,预计到2000年,中国的广告业年收入将达到280亿元。1993年10月,国务院决定在中国搞广告代理制的试点。试点时期,势必会使各种广告公司如雨后春笋般涌出,经过一段较长时间的激烈竞争才会达到优胜劣汰的有利环境。在这种情况下,企业如何选择广告公司为自己作广告,就成为广告活动的首要环节。为此,企业的领导人员应尽快熟悉广告代理业务,力争以最少的投资取得最好的广告宣传效果。
As an effective marketing tool, advertising has attracted more and more attention from many companies. Although China’s advertising industry started relatively late, with the development of the socialist market economy, the advertising industry has achieved a leap-forward development in the short term. In 1992, the national advertising revenue was 6.8 billion yuan. From January to June 1993, it was 4.2 billion yuan. It is estimated that by the year 2000, the annual revenue of China’s advertising industry will reach 28 billion yuan. In October 1993, the State Council decided to launch an experimental agency for advertisement agency in China. During the pilot period, it is bound to cause various advertising companies to spring up. After a long period of fierce competition, the favorable environment for survival of the fittest will be achieved. In this case, how companies choose advertising companies to advertise for themselves becomes the most important part of advertising campaigns. To this end, corporate leaders should become familiar with the advertising agency business as soon as possible, and strive to achieve the best advertising effectiveness with the least investment.