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广告市场的完善、合理与成熟必将经过一番“磨难”方能达到。继今年8月1日国家广电总局对电视和广播发出五类电视购物节目“禁播令”之后,新闻出版总署和国家工商总局急发通知,要求从11月1日起,所有报刊一律不得发布包含性病、癌症等12类内容的医疗广告。中国报业,特别是都市类报业的广告经营又将面临一次考验。而从长远来看,取消这些有损报纸形象,损害消费者权益的广告,反而能够促使报纸广告经营走向更高端的活动营销和公益营销上。
The perfection, rationality and maturity of the advertising market will surely be achieved only after some “hardship”. After the State Administration of Radio, Film and Television issued on August 1 this year the television program “Prohibition Order” on television and radio, the Press and General Administration of Press and State Administration for Industry and Commerce issued an urgent notice requesting that all newspapers and periodicals be banned from November 1 Publish medical advertisements containing 12 categories of STDs and cancer. China’s newspaper industry, especially the urban newspaper industry’s advertising business will face a test. In the long run, canceling these advertisements that tarnish the image of newspapers and undermine the rights and interests of consumers can instead drive newspaper newspaper advertising operations to more high-end event marketing and public service marketing.