实行广告代理制是推进我国广告业迅速发展的必由之路,也是社会主义市场经济发展的客观要求。 目前,我国媒介单位直接招揽广告业务。广告宣传过程中缺少市场调查,总体策划,广告创意,媒介计划等环节,企业做广告的效果受到影响,难以获得较好的经济效益,另一方面,媒介单位与广告公司争夺客户,造成广告公司的策划职能落空,中坚地位无法形成。广告经营秩序混乱,不正当竞争问题严重。最终,使我国广 The implementation of advertising agency system is the only way to promote the rapid development of China’s advertising industry, and it is also an objective requirement for the development of the socialist market economy. At present, China’s media agencies directly recruit advertising services. The lack of market research, overall planning, advertising creativity, and media planning in the advertising process has affected the effectiveness of corporate advertising, and it has been difficult to obtain good economic benefits. On the other hand, media companies and advertising companies compete for customers, resulting in advertising companies. The planning function failed and the backbone status could not be formed. The order of advertising operations is chaotic, and the problem of unfair competition is serious. Ultimately, make China wide