孙丰国(湘潭大学广告系教师)长期以来,广告专业的教学内容主要是从广告策划、创意的角度给学生灌输知识,而从媒体的角度谈怎么把广告资源卖出去的问题比较少。而在实际运作中,我们却发现对于广告媒介投放与媒介经营策略的研究是非常重要的。近两年,通过很多专业杂志如《广告导报》、《销售与市场》等,我们了解到电视台广告部门发生了很多变革。例如,在《广告导报》第2—3期,刊登了一篇名为《2002年中国广告十大风云人物》的文章,从中我们了解到中央电视台与安徽电视台的经营理念,以及袁方博士关 Sun Fengguo (Xiangtan University, Department of Advertising Teachers) For a long time, the teaching content of advertising major is from advertising planning, creative perspective to instill knowledge of students, but from the media point of view on how to sell advertising resources issue is relatively small. In practice, however, we find it very important to study the strategy of advertising media distribution and media management. In the past two years, we have learned many changes have taken place in the advertising department of television stations through many professional magazines such as “Advertising Guide,” “Sales and Marketing.” For example, in the “Guide to Advertising” 2-3 period, published an article entitled “Top Ten Chinese Advertisements in 2002” article, from which we learned that the CCTV and Anhui TV business philosophy, and Dr. Yuan Fang Guan