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1、广告策划成功的要诀及策划案例分析一、如何评判一个广告策划案是否成功？广告的自身是要推销一种商品，这使它本身具有了极强的功利性和实用性；而为了达到这一目的，广告人又竭其所能，赋与了它无穷无尽的表现形式，绘画、音乐、摄影、声像……几乎无所不涉，由于此又赋予了广告以艺术的特点，也正因为此，这一艺术与社会消费心理相结合的产物使得广告策划案是否成功的标准向来众说纷云，莫筹一是。目前，流传着这样几种观点，我们不妨来看看：1、利润观：认为企业是以赢利为目的的，广告策划方案实施结果为企业赢得了实在的利润，（如：销售额的大幅提升等）就是成功的。2、轰动观：认为广告的目的是要
2、让大众“知道”，因而其成功的标志便是引起了大众关注，造成了轰动效应。3、铺路观：认为广告策划要为品牌的长期发展铺路，只有有利于品牌形象的长期建设，才是成功的。businesstoorganize,guide,assist,participatorypre-loaninvestigation,providemarketingadviceandresponsibleformarketingadvice.ChapterIIIcontentandprocessafteracceptingtheborrower'sapplicationforthe14thperso
3、n,dominatedbyfieldinvestigationandoff-sitesurveysasasupplement,carryoutpre-loaninvestigationwork.Maincontentsareasfollows:(a)theborrowersurveys1.Borrowerforcorporatecustomers,investigatorsshouldinterviewbusiness,management,financeandotherrelatedpersonnel,fieldtripplaceofbusinessan
4、dproductionoperations,andaccordingtotheinformationprovidedbythecustomertoverifythebusinessmanagement,authenticityofthefinancialsituation,trade,etc.2.borrowingpeopleforsmallenterpriseof,surveycontentexceptreferencecompanyclasscustomeroutside,alsoshouldfocusconcernactualcontrolpeopl
5、eandthemainshareholderspersonalfundingletter,andpractitionersexperience,andmarriagestatus,andhealthstatus,softinformationandfamilyassets,andliabilitiesstatus;focussurveyverifiedenterpriseaccounttable,andbankaccountwater,andtaxinformationandhydropowerwage,spendinginformation,thenve
6、rifiedcompanyactualbusinessstatusandthefinancialstatus.3.theborrowerisanaturalperson,theinvestigationshouldfocusonborrowersandtheirfamilies,property,income,debt,credit...Investigatorsshouldfieldsurveys,confirmthemortgagesituation,bywayofassessment,inquiryfindsthevalueofthemortgage
7、.Disagreeswiththedeterminationofvalue,shouldbesubmittedthroughotherevaluationAgency,thesupplementaryinvestigations,fieldsurveys,includingre-evaluationofvalue.1.topropertymortgageof,surveypeopleshouldfieldstudymortgagereal,andverifiedfollowinginformation:housingownershipcardbyconta
8、insMinginformation(ownershippeopl
