摘要
如今，几乎每一个品牌的在线广告项目建议书都要有打破常规的点子。其实这不仅仅是要求，而是必须。一个好的在线媒体计划已经不能满足客户的需求。制定卓越的媒体计划则需要策划人员越来越有创造性．这种创造性不仅体现在战略性地将有限的媒介预算分拨给不同媒体，还表现在如何通过互联网将有关品牌的一些创新性想法付诸实施。
Today, virtually every RFP for an online brand advertising campaign includes an invitation for out-of-the-box thinking. But it＇s not just a request, it＇s a demand. A good online media plan is no longer good enough. Developing a great plan requires media planners to become more and more creative, not just in where they strategically allocate limited media dollars, but in how brand creative is tactically executed on the Web.
出处
《成功营销》
2007年第6期50-51,共2页
V Marketing China
