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当前,保险市场呈现出群雄逐鹿的激烈态势,广告宣传的作用愈加显得必要和突出.但是,认真透视令人眼花撩乱的保险广告,便会发现它似乎走入了种种误区:金钱广告花钱做广告,是价值规律的要求.但花钱必须适度.如果以为花钱越多效果越好,那就大错特错了.有些公司不研究广告的实际效果,不惜动用几万元甚至更多的钱,去赞助一部电视剧,或者花十几万元买一期杂志或报纸版面,其效果如何,不得而知.保险职工对这种做法是很不赞成的.他们批评说:这是拿我们的血汗钱去糟踏,名义上是做业务广告,实际上不知是什么动机和目的.
At present, the insurance market is showing a crowded fierce competition, and the role of advertising becomes more and more necessary and prominent. However, if we carefully look into dazzling insurance advertisements, we may find that it seems to have gone into various myths: Advertising is the law of value, but the money must be modest.If you think that the more money the better the better, it would be wrong.There are some companies do not study the actual effect of advertising, do not hesitate to use tens of thousands of dollars or even more Money, to sponsor a TV series, or spend tens of thousands of yuan to buy a magazine or newspaper layout, the effect of what is unknown, insurance workers are not in favor of this approach, they criticized: This is to take us The hard-earned money to bad step, nominally doing business advertising, in fact, I do not know what motivation and purpose.