广告不仅是创意的游戏,更是金钱的游戏。广告主是如何支付广告费的?比如,他们如何分配广告费的比例?他们愿意先付费还是后付费?他们愿意为优秀的智力贡献单独买单吗?等等。这份深度调查将回答这些深藏于人们心中却又没有答案的重要问题。应该承认,目前中国广告的研究水平已经上升到一个新的台阶,但是,不从从哪个角度看,作为广告运作中坚力量的广告主的研究还是一个薄弱环节。近年来,本刊推出了一系列广告主态度与行为研究的调查报告与文章,一方面是填补广告研究的学术空白,另一方面,也是满足广告公司、媒体与企业广告运作的切身需要。希望我们的努力能够为你的广告实践提供实实在在的帮助。——本刊编辑部 Advertising is not only a creative game, it is a money game. How do advertisers pay for their advertising, for example, how do they allocate advertising costs? Are they willing to pay first or pay later? Are they willing to pay for outstanding intelligence? This in-depth survey will answer these important questions that are hidden in the hearts of people but have no answer. It should be acknowledged that at present the research level of Chinese advertising has risen to a new level. However, from a different perspective, the study of advertisers who are the backbone of advertising operation is still a weak link. In recent years, the magazine has launched a series of research reports and articles on the attitude and behavior of advertisers. On the one hand, it has filled the academic blank of advertising research. On the other hand, it has also met the immediate needs of advertising companies, media and corporate advertising. I hope our efforts can provide practical help for your advertising practice. - editorial department