Why is advertising important?

The importance of advertising has six functions:

1: can spread information,

2. Guide the mainstream of consumption,

3. Educate the public and promote corporate culture,

4. Promote economic development,

5. Change enterprise credit,

6. Catalyze the commercial market.

The concept of advertising

Advertising, as its name implies, means to advertise widely!

Advertising is a kind of propaganda means to convey information to the public openly and widely through a certain form of media at a certain cost for specific needs.

According to textual research, the word advertising is a foreign word. It originated from Latin advertere, which means attention and induction. In the Middle English era (about 1300- 1475), it evolved into Advertise, and its meaning evolved into "making someone notice something" or "informing others of something to attract others' attention". It was not until the end of 17 that large-scale commercial activities began in Britain. At this time, the word advertising began to be widely popular and used. At this time, "advertising" refers not only to an advertisement, but to a series of advertising activities. The word advertising, the concept of static things, has been endowed with modern meaning and transformed into "advertising".

Advertising can be divided into broad sense and narrow sense. Broadly speaking, advertisements include non-economic advertisements and economic advertisements. Non-economic advertisements refer to advertisements that are not for profit, such as various announcements, notices and statements of government administrative departments, social institutions and even individuals. Advertising in a narrow sense only refers to economic advertising, also known as commercial advertising, which refers to advertising for profit. It is usually an important means to communicate information between commodity producers, operators and consumers, or an important form for enterprises to occupy the market, promote products and provide services.

In China, commercial advertising has not yet reached its peak, and there are already a lot of bubble components and irrational behaviors; With the maturity of consumers and the standardization of the industry, enterprises will tend to be rational and naturally fall back, and the use of ordinary models will become the mainstream; At the same time, advertising will also appear as a new force and gradually mature, which will inevitably bring challenges. Enterprises may use image spokespersons for various purposes, especially in the case of "substring effect" and hype prevailing. Based on the viewpoint of "precision marketing" and the theoretical summary of image spokespersons, the author found the basic characteristics of image spokespersons in modern market, conveyed the unique and distinctive personality proposition of the brand through advertisements, made the products establish some connection with the target consumer groups, smoothly entered the consumers' lives and horizons, reached in-depth communication with their hearts, established some impression and status in their hearts, and made the brand a meaningful and value-added symbol. He attracts the target audience through certain media or carriers, thus establishing and creating a personalized brand image in the quasi-brand market. He or through the brand founder's unique personality charm image endorsement, to the target audience with distinctive brand personality and self-confidence; Or through the advertising endorsement of film and television stars and social celebrities with great affinity, brand products can quickly affect the purchase of target consumer groups; Or interpret the brand narrative through fictional characters, convey the brand concept and value orientation, and win the recognition of the target audience; Or through the image endorsement of cartoon animals, create a lively and lovely brand image, which makes people have a good association and impression on the brand when they smile at each other. His image endorsement is not completely equal to the image of the enterprise, so his popularity does not mean that the product can become popular. It is very important for enterprises to supervise and cooperate with them. They should also have a sense of self-discipline. Only when they really integrate into this corporate culture and really interpret the concept of product promotion with their heart will they highlight the significance of publicity.

[Edit this paragraph] Advertising design

[Edit this paragraph] The essence of advertising

There are two essences of advertising. One is the spread of advertising, which is a means and skill for advertisers to contact the audience. The other is that the function of advertising itself is to sell goods. Generally speaking, advertising is a kind of communication for the public; The elegance of art determines that its audience can only be a few, not the vast majority.

Therefore, successful advertising is the advertising culture accepted by the public, not the so-called elegant art divorced from reality. The effect of advertising determines its success to some extent. The advertisement of melatonin is successful, because it is very successful in positioning the gift concept of the working class, and the market share also shows this. Fundamentally speaking, it can only be successful in a short time, because its advertisements are not linked to the concept and function of health care products.

[Edit this paragraph] The characteristics of advertisements

Advertising is different from general mass communication and publicity activities, mainly in:

1. Advertising is a communication tool, which transmits the information of a certain commodity to a group of users and consumers through the production or business organization (advertiser);

2. Advertising needs to be paid;

3. The communication activities carried out by advertisements are convincing;

4. Advertising is purposeful, planned and persistent;

Advertising is not only beneficial to advertisers, but also to the target audience, which can let users and consumers get useful information.

[Edit this paragraph] advertising elements

The elements of advertising are: advertisers, advertising companies, advertising media, advertising information, advertising creativity and skills, advertising audience and advertising cost.

[Edit this paragraph] Classification of advertisements

Due to different classification standards and different angles, there are many kinds of advertisements.

◇ Subject to the media.

newspaper advertisement

magazine advertising

television advertising

A cinema/movie advertisement

network advertising

packing ad

Broadcast advertisement

Poster advertisement

Buy some advertisements

Traffic advertisement

Direct mail advertisement

With the increase of new media, there will be more and more types of advertisements divided by media.

◇ Take the advertising purpose as the standard.

Product advertising

Enterprise advertisement

Brand advertisement

Concept advertisement

Public service announcement

◇ Take the advertising scope as the standard.

1. International Advertising 2. National advertisement 3. Local advertising. Regional advertisement

◇ Take the advertising communication object as the standard.

Consumer advertisement

Enterprise advertisement

◇ Take advertisers as the standard

Ordinary advertisement

Retail advertising

Six Chinese advertising words

The "weasel" advertising word weasel claims

The advertisement "Water is wet" claims.

The idea of "so what" advertising words "so what"

"Science or data" advertising words scientific or statistical claims

The advertising word of "flattering customers" advocates "flattering consumers"

"rhetorical question" advertising words rhetorical question

[Edit this paragraph] Advertising survey method

1. Personal access method

Personal interview is a method to ask the respondents what they think of the advertisements of enterprises and what suggestions they have for the advertisements of enterprises. Generally, it is a predetermined sample family or individual. Advertising investigators carry advertising samples or audio and video tapes, ask questions according to the pre-designed survey manuscript, record the conversation in detail, and carefully observe the psychological activities of the respondents. During the interview, we should be good at creating a relaxed and pleasant atmosphere, try to make the interviewee tell the truth, and then sort out various opinions to improve the advertising work in the future. After the visit, the interviewees should be given souvenirs or paid a certain amount of remuneration.

2. Telephone survey method

Telephone survey method is to investigate the views of samples on corporate advertisements and how to advertise by telephone inquiry. The advantages of telephone survey method are: low cost, more people can be surveyed in a short time, and many people who can't visit alone can be investigated; You can hear the respondents' answers to the questions asked. Its disadvantages are: due to the limitation of call time, it is impossible to ask complicated content; Can't meet the interviewee directly; It is not easy to get each other's cooperation.

3. Recovery reaction method

Reply-by-letter method is an investigation method to attach samples, prizes and coupons to the advertisements of four major media products, ask interested buyers to reply samples and test consumers' responses in order to achieve the advertising effect.

To explore the advertising effect in this way, we should carefully count and sort out the replies. For those who reply to ask for samples, product performance specifications and place orders directly, they should reply quickly and deliver goods; Criticism and suggestions on advertising content should be taken seriously and improved one by one according to its reasonable degree. Those who make reasonable suggestions should be given certain rewards to show their encouragement.

4. Opinion reflection method

Opinion reflection method is an investigation method that invites consumers to evaluate the content of advertising works. This method is to select a certain number of consumers as the jury to evaluate the advertising works and contents, so as to decide the selection of advertising samples. There are two specific ways: one is to list several advertising drafts at a time, ask the delegates in turn what they think of each advertising sample content, evaluate which is better or worse, and arrange the order of each advertising draft after concentrating their opinions, so as to determine its existence value. Delete the uninterested samples, modify the imperfect manuscripts, and finally determine the advertising script to be put in. The other is to present two advertising samples at a time and ask the jury to make a comprehensive evaluation. We should not only evaluate the quality of the text content, but also pay special attention to whether the mode, title and central sentence are attractive and convincing to decide the final choice.

5. Memory method

Memory method is a test method to explore what readers have read and how much they can remember. It goes without saying that if readers have a clear and complete memory of what they read, it naturally shows that advertisements are very attractive. If related reading can attract readers, it can also arouse their interest and stimulate their buying behavior. Memory methods are generally divided into reconfirmation method, recall method and memory drum test method.

(1) reconfirmation method is to provide readers with the latest newspaper advertisements after the advertisements are published (you can go to the local post office to check the newspaper subscribers) and ask them if they have read them. If so, you can further query their memories.

(2) The idea is to ask the respondents which advertisements they have seen recently and how many advertisements they still remember. When asking questions, they don't prompt the published advertisements, but answer according to the personal impression of the respondents. If you don't give any clues, it is called pure thought; Those that provide some memory clues are called auxiliary thoughts.

(3) Memory drum test is a test method conducted in the laboratory. The memory drum consists of a motor, a timing device, a movable paper roll and a display window. During the test, the advertisement draft is written on the paper roll, and the motor is started, so that the words on the paper roll are displayed line by line in the display window at regular intervals. After the interviewee sees part or all of the contents of the advertisement draft through the display window, the investigator can use the feedback to test the interviewee's memory of the contents of the advertisement draft.

6. Probation system

The supervision system is a system that advertisers, advertising companies or advertising media companies organize consumers, retail stores and experts to supervise their products, advertisements and promotional activities, and feed back information regularly.

If you watch advertisements, select some representatives from consumers, let them comment on the published and broadcast advertisements, make criticisms and suggestions, and feed back these opinions regularly. Advertisers or advertising companies sort out these materials, make statistical analysis, and use the analysis results as the basis for improving advertising content or advertising expression techniques, thus forming a long-term investigation system.

The problem we should pay attention to here is that the entrusted caretaker should be replaced regularly to prevent the trustee from leaving the position of ordinary consumers and only paying for it.

7. Program analysis method

Program analysis is a test to measure the audience's reaction to an advertising program or TV advertisement before it is broadcast.

The program analysis method is to set "positive" and "negative" buttons on both sides of the tested seat. With the change of the program or advertising screen, press "positive" to indicate fun, press "negative" to indicate boredom. If you feel at a loss, don't press the button. Testers draw interest response curves (or analyze them by computer) according to the changes of respondents' interest response, so as to test the attractiveness of programs or advertisements.

This method has a sense of compulsion. If the respondent is attracted by the program, the button time may be out of step with the program, resulting in the phenomenon of time disconnection, which brings some resistance to correctly determining the interest response.

[Edit this paragraph] The main forms of advertising

Advertisements published, played, set up and posted in People's Republic of China (PRC) through newspapers, radio, television, movies, street signs, windows, printed matter, neon lights and other media or forms. Specifically including:

(a) the use of newspapers, periodicals, books, catalogues and other advertisements;

(two) the use of radio, television, movies, videos, slides and other advertisements;

(three) the use of streets, squares, airports, stations, docks and other buildings or spaces to set up street signs, neon lights, electronic display boards, windows, light boxes, walls and other advertisements;

(four) the use of theaters, stadiums (gymnasiums), cultural centers, exhibition halls, hotels, restaurants, playgrounds, shopping malls and other places to set up and post advertisements;

(five) the use of cars, boats, planes and other means of transportation to set up, draw and post advertisements;

(six) mailing all kinds of advertising materials through the post office;

(seven) the use of gifts in kind for advertising;

(eight) the use of online e-mail, banners and other advertisements, a database marketing.

(9) Call center, a kind of database marketing.

(ten) the use of short messages (sms), MMS for advertising, a database marketing.

(eleven) the use of other media and forms to publish, set up and post advertisements.

[Edit this paragraph] Advertising design concept

"Idea"-idea and eidos, both come from the verb idea (see). The original meaning refers to "seeing", that is, form, escaping to what the soul sees.

The original meaning-from perceptual knowledge, has a very rich meaning, which can not be expressed by abstract concepts. Therefore, some scholars argue that it is reasonable to translate this concept into Chinese. One of its basic provisions is "class indicated by a special nature", which is a reality that transcends individual things and serves as the basis of its existence. Modern meaning-the concept is gradually abstracted, and the meaning is reduced, but it has developed to different levels.

The concept of advertising design-according to the original intention, is obviously a concrete description of what advertising design is. Different concepts are different in size, height and length, which are eternal.

[Edit this paragraph] Communication elements of enterprise advertising culture

One is the basic element, also known as the dominant element. It expands the atmosphere of advertising culture and strengthens the comprehensive function of advertising through sources, information, media, channels, objects and feedback. The other is the hidden element. It further broadens the function of advertising culture through emotional factors, psychological factors, time and space environment, cultural background and authority consciousness.

The new source, which constitutes the leading factor of advertising culture, refers to the source of information release, that is, advertisers, social organizations or individuals who want to release advertising information, mainly companies and enterprises in modern economic society. The information in dominant elements refers to the information about goods, services, ideas or public relations that advertisers want to publicize to consumers. The media in the dominant factor refers to the carrier that records and saves advertising information and then copies it. Media and advertising information are inseparable. Without media, advertising information would not exist, and there would be no dissemination and dissemination of advertising information. The channel in the leading factor refers to the way and channel of information transmission. For different advertising information, you can choose different advertising media. If the advertising information is text, you can choose print media; If the advertising information is audio-visual, we should choose electronic media and so on. The audience in the leading factor refers to the recipients and users of advertising information, that is, the specific advertising objects. Feedback in the dominant elements refers to the reaction of the advertising object after accepting the advertising information. In the process of communication, this is a kind of information reflux. Advertising communicators can test the effect of advertising according to feedback, and adjust and improve their advertising activities according to feedback information.

[Edit this paragraph] China has the most advertisements.

The earliest advertising record in China appeared in Han Feizi's "Top Right of Foreign Reserve" during the Warring States Period. "The wine sellers in the Song Dynasty were promoted to Jinbe, and they were very eager to meet guests because the wine was beautiful."

China's earliest record of "oral advertising" appeared in Meng's Dream of Tokyo in the Southern Song Dynasty.

The earliest existing physical advertising in China is the billboard of "White Rabbit Filling Medicine" in the Song Dynasty.

The earliest existing copper plate for printing advertisements in China is the "White Rabbit Filling Medicine" billboard in Song Dynasty.

The earliest existing advertising slogan in China is "Buy the best steel bars and make kungfu needles" and "Don't miss the use of hospitals and turn customers into vendors" (the advertisement of "Big White Rabbit Mashing Medicine" in "Jinan Liu Jia Kungfu Needle Shop" in Song Dynasty).

The earliest newspaper in China was in the early Tang Dynasty, and the official newspaper was Shenbao. Its main content is to issue imperial edicts, orders, royal trends and the promotion, dismissal, rewards and punishments of feudal officials. Movable type typesetting was used in the Ming Dynasty and changed to Beijing Daily in the Qing Dynasty.

The earliest newspaper in China with advertisements was Shenbao, which was founded in Shanghai on April 30th, 1982. It was printed on glossy paper at that time.

The earliest newspaper advertisements in China were "Quantai Worry-Free Bureau, Henglong Foreign Goods and Manyun Pavilion" in Shanghai Library's Shenbao.

The earliest newspaper advertising price in China is 250 copper coins (25 cents) per 50 words on the first day, 1 cent on the second day to the seventh day, and 1 cent on the eighth day.

The earliest print advertisement in China appeared in Oriental Magazine in 1904.

The earliest word "advertisement" in China appeared in the Constitution of the Politburo from 65438 to 0906.

The earliest body advertisement in China appeared on the first tram in Shanghai on 1908.

The earliest advertising company in China is Shanghai Advertising Decoration Advertising Company.

The earliest window advertisement in China appeared in 1920, which was "Le Tu Jing" brand milk powder.

The earliest outdoor neon advertisement in China appeared on the roof of 1927 Shanghai World, which was called "Bering Machine" advertisement.

The earliest TV station in China is 1958 CCTV.

The earliest foreign trade advertising company in China is the Shanghai advertising company established by 196 1.

The earliest newspaper in China published an advertisement was Tianjin Daily.

The earliest newspaper advertisement in New China was 65438+65438+/kloc-0 in 0979. On Thursday, October 4th, Tianjin Toothpaste Factory advertised "Blue Sky" high-grade toothpaste.

The earliest domestic film and television advertisement in China was the advertisement named "Shengui Yang Rong Wine" made by Shanghai TV Station for Shanghai Chinese Medicine Company at1October 28th 1979 15: 30.

The earliest foreign film and television advertisement in China was the advertisement named "Radar Watch" broadcast by Shanghai TV Station/KLOC-0 at 8: 00 on March 5, 1979/KLOC-0.

The earliest public service advertisement in China was "Stop Crowding" in 1987.

China's earliest outdoor billboard released abroad was 1994' s advertisement of "Sanjiu Weitai" in Times Square, new york, USA.

China won the Silver Award for Graphic Design in Keo Advertising Festival for the first time in May 1995. On May 12, at the 36th Keo Advertising Festival, Guangzhou Baima Advertising created a brochure for splendid china, a landscape in Shenzhen-"Family Story, China People".

China was the first to win the Silver Award in the New York Advertising Festival. It was the "Tianhe Gutong Advertising Marketing Plan" created by Gaomei Advertising Planning Company for Guilin Tianhe Pharmaceutical on June199765438+1October 365438.

China first recognized that the only government award in the advertising industry was the Public Service Advertising Award (1997).

Xu Baiyi (1997) was the first advertiser to win the Lifetime Achievement Award in China.

The first time China won the finalist prize of the 4th New York Advertising Festival in 1998 was "Short General Liquid Electric Mosquito Incense-Fat Man" directed by Su Xia.

The earliest film and television advertisement in China that won the gold medal in the Montreal International Advertising Festival was the film and television advertisement "Zhejiang Xinlian Steel Rolling" created by Zhejiang Hualin Advertising Company on1June 65438+1October, 998.

China was the first authoritative American magazine, Advertising Times, to win the gold medal in film and television. 1999 Guangzhou hongyi advertising company created an advertisement for HNA, and the film and television advertisement "Yunpian" was directed by advertising director Su Xia.

China won the GLOBALS Award for the first time at the New York Advertising Festival in 2000, when Su Xia created and directed the advertising film "Cervical Throat-Penis/Sperm".

China won the Moby Advertising Award (telecom and network category) for the first time in March 2000, when Publicis Hengwei Advertising Company created the film and television advertisement "Hand in Hand" for Guangdong Mobile Communication.

In 2000, the first batch of doctoral students majoring in advertising appeared in China.

The earliest charging method for advertising business in China was 1979, and Shanghai TV Station formulated the first charging method for advertising business.

The earliest broadcast advertisement in China was the advertisement of "Spring Bud Medicinal Hair Cream" broadcast by Shanghai People's Broadcasting Station on March 5th, 1979.

The earliest unified advertising price list in China was drawn up at the first communication meeting of advertising business in some parts of China held in June, 2000 1979+00.

The earliest foreign film and television advertisement in China was the Japanese "citizen" advertisement broadcast by CCTV 1980.

The first professional advertising magazine in China is 1982 China Advertising magazine, which was founded and published in Shanghai.

China's first new media advertising platform based on photos-Shi Sheng, Kang Yong

Director Lin's resume

/kloc-graduated from fashion design in 0/996. In the same year, he joined the cultural company directly under Xiamen Cultural Bureau, mainly engaged in copywriting planning, screenwriter, production designer, deputy director and other positions, with more than ten years of director experience.

In 2004, he served as the full-time director of film and television advertising company, film digital post-production workstation and Canada and GEN. SHI.PROOUCTIONS.INC in.

Lin Dao is good at creation, and his rich imagination and creativity are trained by his artistic skills for many years. The works have a strong humanistic atmosphere in aestheticism. Bold and romantic in conception, exquisite and humorous in image, with its own unique aesthetic concept in visual expression art, and pursuing a broad and transparent vision. The work is clean, powerful and full of passion.

"Although the Tao is close, it cannot be done; Although things are small, they are not impossible. " Whether it's advertising creation or marketing, you can always handle it with ease. He has worked as a part-time director in many domestic film and television companies such as Beijing and Shanghai, and has the reputation of "Mr. Fashion" in the art world. In 2003, he was invited to receive an independent interview with creative figures of Xiamen TV Station "City Weekly", and in 2007, he was invited to receive an exclusive interview with directors of Xiamen TV Station "Communication" and independent film directors. People can go as far as their minds can, and often talk about their artistic life with many graduate tutors such as Beijing Film Academy, and talk about their film journey with famous domestic directors such as Wang Li.

Works:

Yao Ji food film commercials

Pacific pharmaceutical film commercials

Quanshun real estate advertising film

Xinjingxiang real estate advertising film

Ayibo food mo advertisement

Xiamen aviation feature film

Taizhou hospital MTV

People's Republic of China (PRC) advertising law

The "Advertising Law of People's Republic of China (PRC)" was adopted by the 10th meeting of the Eighth NPC Standing Committee of People's Republic of China (PRC) on June 27th, 2004, and is hereby promulgated and shall come into force as of February 27th, 2005.

Internet advertising has a large audience, small investment and quick return. Now it has become an essential propaganda means for all enterprises, and it has developed and reformed at an alarming rate. Internet advertising is an advertising killer.

suggestion

Advertising proposal, that is, the report made by the advertising company to advertisers on the planning, creativity and survey results of advertising activities. In other words, submit the creative plan to customers accurately and vividly, and explain it to customers in order to win their appreciation and support.

The focus of the advertising proposal is the objectives and principles of the whole advertising campaign, which has defined the direction for creativity and set the tone for the whole advertising campaign.

Preparation of advertising proposal:

1. Pre-communication with customers Before the remaining preparations are fully carried out, it is necessary to communicate with customers to confirm the time, place, topics and participants of the proposal meeting.

2. After the implementation timetable defines the time and place of the proposal, it is necessary to prepare a specific implementation timetable to monitor the progress of the work.

3. The proposal will be demonstrated. In the proposal, if you want to keep the customer's attention and focus on the proposal, you must use the demonstration tool. But demonstration can only be an auxiliary tool, and language stimulation is still necessary. Because only words can touch emotions and stimulate customers' physical and mental input. Therefore, the expression of the proposal must conform to the text of the proposal and should not be dominant. It would be a disaster if the whole proposal turned into talking by looking at pictures.

4. The key to the arrangement of the proposal text information is that the text given to the customer in the proposal can only be the outline of the proposal content, otherwise the customer will pay attention to the text in his hand from time to time instead of the sponsor. The outline should be as concise as possible to arouse the interest of customers, and then listen carefully to the explanation of the proposer. Of course, the details of the proposal text must be submitted to the customer after the proposal, so that the customer can have a deep understanding of the details after accepting the case.

5. The layout of the proposal equipment and the proposal site, the atmosphere of the proposal site and the surrounding environment also have an impact on the result of the proposal. An atmosphere that makes customers feel comfortable can even make them feel the passage of time.

6. Proposals will work, and consideration of details will always bring benefits. If customers get good service when making suggestions, they will feel happy and relaxed. At the same time, careful arrangement of details can make customers feel professional atmosphere and respect the meticulous style of advertising companies.

Proposals can generally be divided into the following types:

1. The strategic proposal focuses on the objectives and principles of the whole advertising campaign, which clearly defines the direction for creativity and sets the tone for the whole advertising campaign.

2. Creativity and performance proposals show the exciting side of advertising planning to customers. It not only needs to gain the trust of customers, but also needs to inspire their enthusiasm.

3. Advertising implementation proposal The advertising implementation proposal arranges the resource allocation of customers in time and space, and the investment of these resources must bring benefits to customers. How to make customers feel the relationship between investment and income in the proposal is the key to the success or failure of the advertising implementation plan proposal.

[Edit this paragraph] Method of determining advertising budget

The consideration of different situations constitutes different choices for advertising, and the advertising scientist Hasbert House lists four commonly used methods:

(1) percentage method:

Calculate advertising expenses according to a certain proportion of sales or surplus in a certain period.

When the sales volume is taken as the standard, it can be calculated according to the average total sales volume of the previous year or the past few years and then according to the predicted total sales volume of the next year. When the surplus balance is taken as the standard, the calculation method is based on the average gross profit of the previous year or calendar year, and then on the scheduled profit of the next year.

(2) Sales unit method:

Take a certain quantity of a commodity or a box of similar commodities as a unit, and multiply the advertising fee of this unit by the sales quantity to calculate.

For example, the advertising fee for each can is set at 10 yuan. If you sell 10000 boxes a year, the annual advertising fee is 10 yuan × 1 box = 10 yuan.

(3) Mail order:

According to the inquiry price of specific advertisements and the number of subscribers, the advertising effect is calculated, the reasonable relationship between advertising fee and advertising effect is found, and the advertising funds are determined by induction. Example:

Unit advertising fee catalogue printing fee+sales letter printing fee+postage Number of products sold With the figure of unit advertising fee, we can calculate how much advertising fee is needed for a certain sales amount.

(4) The purpose of the completion method:

First, set a certain sales target, decide the necessary advertising activities and scope to achieve this goal, and then calculate enough advertising funds.

The preparation of advertising budget must consider the company's financial resources to decide, and at the same time, it should be fully controlled, and the detailed list, total budget and various budgets should be true and detailed.