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实行广告代理制,是构建广告新体制的重要工作,也是广告行业内部分工的合理举措。为保证广告代理制试点工作的顺利进行,特作如下规定:一、广告客户必须委托有相应经营资格的广告公司代理广告业务,不得直接通过报社、广播电台、电视台发布广告。上述规定不包括分类广告,如简短的礼仪、征婚、挂失、书讯广告和节目预告等。
The implementation of an advertising agency system is an important task in constructing a new advertising system, and is also a reasonable measure for some workers in the advertising industry. In order to ensure the smooth progress of the advertising agency pilot work, the following provisions are specifically made: 1. Advertisers must appoint advertising companies with corresponding operating qualifications to represent the advertising business, and must not advertise directly through newspapers, radio stations, or television stations. The above provisions do not include classified advertisements such as brief etiquette, marriage registration, loss reporting, book advertisements, and program announcements.