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一天,重庆某广告公司经理向我们讲述了广告公司与客户之间发生的矛盾与争执,其双方争论的焦点是关于已经签订的一项户外广告协议中有关广告效果问题。双方对于户外广告效果争论不休,于是委托我们对其户外广告效果进行客观和公正评估。户外广告,是当今四大传统广告媒体(电视、广播、报刊、户外广告)之一,在现代经济中仍然发挥着举足轻重的重要作用。作为广告主——企业来说,广告效果的评价方法一直是广告决策的重要依据,广告效果评价也是关系到广告主与广告商之间的关系和广告行业规范化发展的重大问题。
One day, an advertising company manager in Chongqing told us about the contradictions and disputes that occurred between the advertising company and its clients. The focus of their arguments was on the effectiveness of advertisements in an outdoor advertising agreement that has been signed. The two sides argued endlessly about the effectiveness of outdoor advertising, so they commissioned us to conduct an objective and fair assessment of the effectiveness of their outdoor advertising. Outdoor advertising, one of the four major traditional advertising media (television, radio, newspapers and outdoor advertising) today, still plays an important and pivotal role in the modern economy. As advertisers - enterprises, the evaluation of advertising effectiveness has been an important basis for advertising decisions, advertising effectiveness evaluation is also related to the relationship between advertisers and advertisers and advertising industry standardization of the development of major issues.