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虽然各自服务的领域和方向不同,但广告业三大主体间不平等关系决定了媒体和广告公司的合作决不是毫无芥蒂的。在中国传统的“强媒体,弱广告公司”的环境下,媒介与广告公司争利,加上代理制的有名无实,广告代理公司只能在与媒介及媒介自办广告公司的斗争中生存。这种状况也直接促使广告公司转向追求自身专业服务水平的提高和完善,客观上造就了一批专业型广告公司的出现。比如上海梅高广告在早期做媒介代理时发现无利可图,遂放弃了这块鸡肋,努力实现创意和营销咨询的专业定位,成效斐然。但依凭媒体的强大经济支持,若干媒体业者的广告部门已经超越传统的行业分工,大幅度侵犯原先属于广告代理公司的
Although their fields and directions of service are different, the unequal relationship among the three major advertising agencies determines that the cooperation between the media and the advertising companies is by no means untouched. Under the traditional “strong media, weak advertising company” environment in China, the competition for media and advertising companies and the fact that the agency system is not well-known can only exist in the fight against media and media-run advertising agencies. This situation also directly prompted the advertising company to pursue their own professional services to improve and perfect the level of objectively created a number of professional advertising company. Such as the Shanghai Mega ads early in the media agency found unprofitable, then gave up this tasteless, and strive to achieve the professionalism of creative and marketing consulting, with impressive results. However, according to the powerful economic support of the media, the advertising departments of some media companies have gone beyond the traditional division of labor and substantially violated the original rules of the advertising agencies