2008年,随着奥运的升温以及一系列突发事件,公益营销悄然成为一个热门话题。美国的乔·马尔科尼在其《公益营销》一书中进行了这样的定义:公益营销是一种使公司、非营利机构或其它类似组织实现推销互惠互利的形象、产品、服务或信息等目的的行动。SMG(上海文广新闻传媒集团)紧扣各项公益宣传主题,结合广电、工商等管理部门的要求,率先在广播公益广告方面 In 2008, with the warming of the Olympics and a series of emergencies, public service marketing has quietly become a hot topic. Joe Malconi of the United States in his “Public Service Marketing,” a book was made such as: public service marketing is a company, non-profit organizations or other similar organizations to achieve the promotion of mutually beneficial sales of images, products, services or information, etc. Purpose of the action. SMG (Shanghai Media Group) closely linked to the theme of public welfare, combined with radio and television, business and other management requirements, the first in the public service of radio ads