摘要
随着我国社会经济不断发展和买方市场的形成，商业广告的营销环境和广告效果发生了巨大变化， 许多企业开始反省商业广告在市场促销中的真正价值。消费者偏好研究应该是商业广告理性的传播导向。
With the economic growth of our country and the development of the buyer's market, great changes have taken place for the marketing environment and effectiveness of commercials.Many enterprises have begun to review the role of commercials in the market- ing process. The study of the consumer's preference should be the communication orientation of rational commercials.
出处
《华东经济管理》
2001年第2期64-65,共2页
East China Economic Management
关键词
商业广告
消费者
营销环境
关系营销
广告创作
commercials
consumer's preference
communication
marketing environment
