企业不惜财力和人力,千方百计想提高广告的效果,但往往适得其反或收效甚微,于是怀疑广告和策划不灵了。其实,并不是广告不灵了,而是企业的广告意识落后于时代的发展、行为上落后于市场化进程。具体表现在以下三个方面:一、企业广告运作不能适应市场的变化前些年,消费者买东西往往 Businesses at all costs and manpower, do everything possible to improve the effectiveness of advertising, but often counterproductive or with little success, so I suspect that advertising and planning is not working. In fact, not advertising is not working, but the corporate advertising awareness lags behind the development of the times, the behavior lags behind the process of marketization. Specific performance in the following three aspects: First, corporate advertising operation can not adapt to changes in the market A few years ago, consumers tend to buy things