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今年7月上旬在青岛举行的’98中国青岛广播电视广告发展研讨会上,来自北京的丁俊杰先生就广告策划这一主题发表了精彩、且富有见地的演讲,博得了与会代表的阵阵喝彩。 丁俊杰何许人也?此君乃北京广播学院新闻传播学院副院长、传播学副教授、《国际广告》杂志社编委会副主任。近年来,多次赴日本、韩国、美国等地考察、讲学。主要著有《现代广告活动理论与操作》、《现代广告通论》等,并曾承担国家级广告营销课题的研究,是中国资深的广告学专家。 广告策划不是“万能药” 丁俊杰认为,广告主做广告的目的就是要扩大市场,取得回报。但钱怎么花,什么时候花,花多少为合适,这是很值得广告主思考的问题。纵观中国企业做广告的业绩变化,大约经历了三个阶段: 1979年～1986年,这是中国广告业得到初步发展时期,是广告投入的最佳时期,只要投,保准有钱赚。
At the seminar on the development of radio and television advertisements in Qingdao, China, held in early July this year in Qingdao, Mr. Ding Junjie from Beijing delivered a wonderful and insightful speech on the topic of advertising planning and won the applause of delegates . Ding Junjie He Xuren also? This is the Beijing Broadcasting Institute School of Journalism and Communication Associate Dean, Associate Professor of Communication, “International Advertising” magazine editorial board deputy director. In recent years, many went to Japan, South Korea, the United States and other places to study and give lectures. The main author of “modern theory and operation of advertising activities”, “Modern Advertising General Theory”, and has undertaken national advertising marketing research, is a senior advertising expert in China. Advertising planning is not a panacea Ding Junjie that the purpose of advertisers advertising is to expand the market and make a return. But how to spend money, when the flowers, how much to spend as appropriate, it is worth the advertiser thinking. Looking at the performance of Chinese enterprises advertising changes, has gone through about three stages: 1979 ~ 1986, which is China’s advertising industry has been the initial period of development is the best time for investment in advertising, as long as the investment, security standards have money.