摘要
广告策划是广告制胜的关键。在实际操作环境下,如果不能准确把握广告战略与广告策略的内涵及关系,必然导致整个广告策划失败。鉴于此,有必要把广告战略与广告策略区别开来,掌握各自运用的要领。
Advertisement Scheme is the key for advertisement to win. In the circumstances of practical operation, if the advertisement designer can not master the intension of advertisement strategy and tactic, and the relationship between them, he is bound to fail. So it＇s necessary for us to tell the difference between advertisement strategy and advertisement tactic and master their respective essentials,
出处
《太原大学学报》
2007年第4期126-128,共3页
Journal of Taiyuan University
关键词
广告策划
战略
策略
advertisement ,scheme
strategy
tactic
