有三种核心力量,构建了现代广告的基本形态。前面两种力量,那就是大家熟悉的媒体与创意。媒体无疑是广告的核心力量,甚至,曾经是广告决定性的力量。我们不会忘记那个“媒体为王”的时代,一“版”难求,一“刻”难求的情景。因为在以传统媒体为基础的纵向传播时代,媒体的垄断化经营必然导致部分媒体资源的稀缺。而只要掌握了稀缺媒体资源,不仅意味着拥有了广告赢利的主动权,而且拥有了话语权。创意始终是广告行业的核心力量。创意让广告拥有了溢价的权力。创意的价值,让广告企业的发展与评价摆脱了唯规模化与工业化的趋势,得以保持与张扬文化的魅力与尊严。而4A公司在创意价值、创意体系化与管理方面的长期运营, There are three core forces that build the basic form of modern advertising. The first two forces are the familiar media and creativity. The media is undoubtedly the core strength of advertising, and even used to be the decisive force of advertising. We will not forget the era when the “media is king”, an “edition”, hard-to-find, hard-to-find situation. Because in the era of vertical communication based on traditional media, the monopolization of the media will inevitably lead to the scarcity of some media resources. As long as you have mastered scarce media resources, it means that you not only have the initiative to profit from advertising, but also have the right to speak. Creativity is always the core force of the advertising industry. Creativity allows advertising to have premium power. The value of creativity allows the development and evaluation of advertising companies to get rid of the trend of scale and industrialization, and to maintain and enhance the charm and dignity of the culture. And 4A’s long-term operations in terms of creative value, creative systematization and management,