Advertising- Precision first creative second.docVIP

 PAGE \* MERGEFORMAT 5 Advertising: Precision first creative second Has been the introduction of a ‘PR first, advertising second’ books in the local market sector, caused a huge response, the book’s point of view some of the extreme, local marketing people who do not really agree that I am afraid that resonate into advertising communication This is not the low-output ratio increasingly indisputable fact. ‘I know that advertising costs have been wasted at least half, but the problem is that I do not know which half. ‘John Wanamaker Road, the devil this proposition, yet no one gives precise answers. In a very long time, creative ads have been regarded as a soul, a master’s local advertising has issued a ‘lack of creativity or give me death’ cry, inspired countless local marketing people, for a wonderful idea and their brains resorted to all the stops. It seems now, but this sentence seems a little embarrassed. The harsh reality is: no matter how outstanding creativity, in this information overload, communication over time, both appear to be so unable to come to the fore, and very few. Only a short span of 20 years, the golden age of creativity over them: a good ad can build a strong brand that era is over; advertising words as songs sung by children at the event has been to become old memories. Advertising of course, to do, but creativity is no longer play a decisive role. Homogenization of competition in this era of corporate brand differentiation is the most important source of competitive advantage. While the public relations companies increasingly attracted attention, but the subtle effects of hysteresis characteristics, the limited reach of the limitations and less sophisticated public relations environment, limit the marketing strategy of the widely used at home. For most businesses, advertising is still shaping its own brand of choice. The way out? In the local business practice, made in three directions to explore. Advertising Communication of innovat