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《第二传播——广告策划与实施的再传播策略》(武汉大学出版社出版)专著中提出了“第二传播”的传播学新论:“被称为‘第二传播’的广告策划与实施的‘再传播’,是一种对广告行为本身的信息延伸和再度张扬。它是一种专业性、技术性很强,并且需要一定智慧的另一种方式的广告传播手段,它是将广告人的专业成果进行文本化的演示,并在演示的过程中将广告人的心智与广告主曾经传达过的信息一并告知更广范围(即不再局限于原广告运作本身所针对的目标群体)的受众,而实现广告人和广告主双赢的目标。”
The Second Propagation - Propagation Strategy of Advertising Planning and Implementation (published by Wuhan University Press) put forward a new theory of communication of “second communication”: "Advertising planning and The ’retransmission’ being implemented is an extension and re-presentation of information about the act of advertising itself, another means of advertising that is professional, highly technical, and requires some intelligence, People’s professional achievements of the text of the demonstration, and in the process of presentation of the advertiser’s mind and advertisers have been communicated with a wider range of information (that is no longer confined to the original target audience for advertising operations itself ) Audience, and achieve the goal of a win-win advertising and advertisers.