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2012年4月份广告市场整体呈现下降趋势,刊例投放金额约为670.9亿元人民币,同比去年下降3%,刨除刊例价的年度上涨因素来看,整体广告市场仍未走出低迷状态,只有汽车及有关产品和食品等少数品类同比去年有所上升,但整体市场环比2012年3月广告投放则有7%的上升。本月广告投放费用排名最高的前三位品类是化妆品、饮料和药品及健康产品(表1)。与2011年4月份相比,本月同比下降幅度最大的三个品类是烟草及附件、电器/音频视频产品和家居用品品类,其中烟草及附件和家居用品延续了上月的颓势,主要是由于打火机广告投放的大规模减少所致。
In April 2012, the advertising market as a whole showed a downward trend with a total circulation of about RMB67.90 billion, down 3% year-on-year. Excluding the annual factor of publication prices, the overall advertising market has not yet out of recession. Only the automobile As compared with the same period of last year. However, the overall market chain posted a 7% rise in advertising in March 2012. The top three categories with the highest advertising costs this month were cosmetics, beverages and pharmaceuticals and health products (Table 1). Compared with April 2011, the three categories with the largest drop over the same month of this month were tobacco and accessories, electrical appliances / audio-video products and household products. Tobacco and accessories and household products continued their weakness last month mainly due to Lighter advertising due to the large-scale reduction.