对许多广告主来讲,他们最不喜欢的就是广告公司张口闭口谈钱。他们期待广告代理人能在谈钱之前聊聊自己的思路,并且通过商讨和分析拿出富有成效的解决方案。过去许多广告主一直习惯用做广告、投广告的做法来打通市场,但是现在似乎更愿意用“整合”的概念来建设品牌。对他们而言,如何运用媒介演绎品牌特征,追求传播效果最大化,是值得深入思考的问题之一。尤其是对那些品牌独具特色和个性,有一定规模实力但又称不上商业航母的中型企业,广告公司能否如何发挥媒介的“整合”作用,对一个企业、品牌和市场起到较强的 For many advertisers, what they least like is advertising companies talking about money. They expect the advertising agency to talk about their ideas before talking about money and come up with productive solutions through discussions and analysis. In the past, many advertisers have been accustomed to using advertising, advertising practices to get through the market, but now seems more willing to use the concept of “integration” to build the brand. For them, how to use the media to interpret the brand identity, the pursuit of maximizing the dissemination of the effect, is one of the issues worth pondering. In particular, for medium-sized enterprises and advertising companies that are unique and unique in terms of their scale and strength but can not be rated as commercial carriers, how can advertising agencies play an “integration” role in the media and play a stronger role in one enterprise, brand and market? of