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本刊2006年第10期发表《4A传统广告模式的衰落与中国广告的出路》一文,在业内外引起强烈反应。应读者的要求,《中国广告》杂志联合中国广告网(www.cnad.com)继续进行关于“4A传统广告模式的衰落与中国广告的出路”的专题讨论,让更多的广告人士加入这一讨论。确实,从今年起,中国开始允许外资广告公司全资进驻,市场环境的巨变,中国特定的国情,都要求广告公司承担更多更新的功能,中国广告公司面临着模式与角色的重新选择,在这种挑战与机遇并存的时期,中国广告业与中国广告公司如何实现突破?我们与广告界的每一个有识之士一样,急切地寻找着应该走的路。
Articles published in 2006 No. 10 published “4A traditional advertising mode of decline and the way out of Chinese advertising,” aroused strong reaction inside and outside the industry. At the reader’s request, China Advertising (www.cnad.com) continues its thematic discussion on “The Decline of 4A Traditional Advertising Model and the Way Out for Chinese Advertising”, adding more advertisers to this discuss. Indeed, starting from this year, China has started to allow wholly-owned foreign-invested advertising companies to enter the market. The changing market environment and the specific national conditions in China require that advertising companies undertake more updated functions. Chinese advertising companies are faced with a new choice of modes and roles. This challenge and opportunity coexist, the Chinese advertising industry and advertising companies how to achieve a breakthrough? We and the advertising industry, every person of insight, eagerly looking for the way to go.