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Corporate Advertising Management Studies

Posted on:2001-12-06Degree:MasterType:Thesis
Country:ChinaCandidate:Y L WangFull Text:PDF
GTID:2206360002452757Subject:Journalism
Abstract/Summary:PDF Full Text Request
CONTENT SUMMARY It is surprised for the expenditure of business advertising wasting heavily. Among the advertising expenses of 537 hundred million yuan, half of it is wasted at least in china in 1998. That is the investment of advertising about 300 hundred million yuan is no efficiency or negative number. The article will prove this by analyzing the view and action of business advertising in our country. Facing the steps fast to enter WTO and lots of famous brands of foreigner, it is urgent to improve the efficiency of advertising of national businesses and to establish the famous brands of our own. To improve the main body of advertising effect is business itself. The relationship between a business and advertising company is much similar the rule that guns are ordered by our party, not others. The key point for businesses to improve advertising effect is to strengthen management That is to make management of advertising activities as same as the management in production and in financial in a reasonable and scientific way. By analyzing the advertising activities of our county in nowadays, the article suggests to strengthen business advertising management, the beginning is to consolidate the view of advertising and its management, to establish the system of business advertising management and to deepen the operate management of advertising activities. The new idea of the article is as follows: I. To prove a simple, reasonable method in practice from all kinds of advertising theory for managers of non-advertising. 2. To explain detail for the first time that the essential parts, key steps, and main contents of business advertising management under advertising agency system 3. To explain firmly for the first time that more attention should be paid for the evaluation of effect valuation itself, and summanze some basic parts in valuation activities.
Keywords/Search Tags:Advertising
PDF Full Text Request
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