美国经济学家、诺贝尔经济学奖获得着西蒙教授指出:“经营管理的核心问题是经营;经营的核心问题是决策;决策的核心问题是创新”。这句阐明了创新对企业经营工作重要性的结论同样适用于传媒领域。在电视传媒领域,提到创新大家首先想到的是“创新广告”,即广告形式的创新。从一个电视广告经营工作者的角度,我认为应该赋予“创新广告”更广泛的含义,创新还应该包括广告的创新经营。 American economist, Nobel Prize for Economics won Professor Simon said: “The core issue of business management is business; management of the core issue is decision-making; decision-making is the core issue of innovation.” The same conclusion that illustrates the importance of innovation for business operations also applies to the media. In the field of television media, the first thing that comes to mind when it comes to innovation is “creative advertising,” an innovation in the form of advertising. From a TV ad-operator perspective, I think we should give broader meaning to “creative advertising”, which should also include creative advertising.