在第三届中国广告趋势论坛上,陈刚教授提出了解决新媒体环境下传播问题的CCM理论,这是中国广告学者解决广告主传播疑惑的一次切实的尝试,在业内引起不小反响。CCM理论究竟有何现实意义,业内人士又是如何评价这一理论,为此,本刊专访了中国传媒大学广告学院院长黄升民、上海师范大学艺术与传播学院副院长金定海、武汉大学新闻与传播学院姚曦、福建师范大学传播学院刘泓、广东平成广告董事长吴晓波和安瑞索思CEO应宜伦。 At the 3rd China Advertising Trends Forum, Professor Chen Gang proposed the CCM theory to solve the dissemination problem under the new media environment. This is an effective attempt by Chinese advertisers to solve the doubts of advertisers, which has aroused great repercussions in the industry. CCM theory what is the real significance of the industry is how to evaluate this theory, this issue, the magazine interviewed Communication University of China president Huang Shengmin, Shanghai Normal University, vice president of Art and Communication Jin Dinghai, Wuhan University News School of Communication and Communication Yao Xi, Fujian Normal University School of Communication Liu Hong, Chairman of Guangdong Heisei Advertising Wu Xiaobo and CEO An Ruisi should be Yilun.