| 从广告代理制的实质看我国广告代理制的根本症结 |
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| 引用本文： | 刘芳.从广告代理制的实质看我国广告代理制的根本症结[J].新闻界,2008(5):152-154. |
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| 作者姓名： | 刘芳 |
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| 作者单位： | 武汉大学新闻与传播学院,武汉,430072 |
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| 摘 要： | 通过探讨西方广告代理制的实质，本文分析了我国广告代理制存在的根本问题，即我国的广告代理制并非全面代理而仅仅是部分代理，集中体现为广告公司在媒介代理环节的缺位。造成这种不健全的代理制的根本原因，在于广告公司专业能力的缺失。要建立规范的广告代理制，必须改变我国广告业的传统运作方式。
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| 关 键 词： | 广告代理制 广告业 广告公司 |
On the Key Problems of the Advertising Commission System in Our Country Through its Nature |
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| Liu Fang.On the Key Problems of the Advertising Commission System in Our Country Through its Nature[J].Press Circles,2008(5):152-154. |
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| Authors: | Liu Fang |
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| Abstract: | Through discussing the essence of the Western advertisng system,this thesis analyzes the essensial problem of the advertising commission system in China.It poionts out that the advertising commission system of our country is not a complete one,which concentates on the problem of the weakness of the professional ability of the advertising agen-cies.To set up a normative advertising commission system,the traditional operating way of the advertising industry in China. |
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| Keywords: | advertising commission system advertising industry advertisng agencies |
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