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机场的特殊地位决定了其广告经营不能只考虑经济效益的最大化,还必须兼顾社会效益的最大化,机场户外媒体不能无限制的开发,或者说不能把媒体资源的增长寄托在粗放型媒体扩张上,那么最终发展的问题就集中在创新上。2006年7月26日,民航委员会2006年度工作会议在兰州召开,本刊记者到会并做了集中采访,本期杂志将以“机场广告的媒介创新”为主题,邀请各大民航广告公司共同探讨媒介创新的实践经验和理论心得。
The special status of the airport determines that its advertising business can not only consider the maximization of economic benefits, but also must take into account the maximization of social benefits, unlimited development of the outdoor media at the airport, or the expansion of media resources on the expansion of extensive media Then, the ultimate problem of development focused on innovation. On July 26, 2006, the Civil Aviation Commission 2006 Working Meeting was held in Lanzhou. Our correspondents attended the meeting and made a focused interview. In this issue, the theme of “Media Innovation in Airport Advertising” will be invited to invite major civil aviation advertising companies to jointly Explore the practical experience and theoretical experience of media innovation.