国内运营商对广告认识的误区





国内运营商对广告认识的误区

文/项有建

有报道称,国内运营商3G广告投入突破100亿元,虽然这一数据来自于推测,并不一定很准确,但是运营商为推动3G投入了大量的广告费用却已成为共识。

但在这花钱如流水的广告大战之后,一个残酷的现实却摆在了运营商的面前,3G广告婉如泥牛入海,只见钱流去,不见用户来。

为什么会出现这样的情况呢?

对于广告,要让他能够真正地起到作用,就必须让他能达到两个目的,一个是让人们知晓,另一个是让人们认可,光凭广告,只要力度够大,钱花得够多,广告完全可以让人们知晓,那怕他是让人一看就觉得恶心的脑白金。

但要实现第二个目标,让人们认可,就不是光凭广告就能做到的,还需要产品本身的素质来进行配合。

什么是让人们认可呢?当人们一说到饮料时,就会想到可口可乐,这样的效果,就是让人们认可的一个范例。

由于目前3G还存在着众多的问题,如终端的问题、网络的问题、应用的问题等等,这些都不是通过广告得已解决的,所以,花了再多的钱来做广告,也无法吸引到众多的3G用户,这样的结果也就是一件再自然不过的事情了。

因此,建义我们的运营商们,在做广告的同时要注意到与产品本身的素质的提高相适应,可以将一部分计划用于广告的经费划拨到相应的产品部门,那怕是用于对相应合作伙伴的资助,其效果也会来得比单纯做广告来得大。

一脚粗一脚细,想跑出个寇军来是非常之不现实的。

 

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