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从2012年下半年开始,《中国广告》刊登的《CTR中国广告市场投放报告》中,投放数据中已经出现越来越多的负数;今年初,传来上海两大报媒集团2012年出现巨亏的消息;同时,听到更多各地广告公司的抱怨之声。各种迹象表明,在2012年,传统广告业遭遇前所未有的挑战。行业似乎要以阵痛的方式,昭示在互联网传播环境下,广告业态整体转型的无可逃避。在这样的背景下,杂志推出了年度盘点专辑。显然,对于2012年广告业的回顾,我们不想沉浸于过去,而是着眼于影响着现在与未来的大趋势,希望通过昨天去看到明天。
Since the second half of 2012, “CTR China Advertising Market Delivery Report” published by “China Advertising” has seen more and more negative numbers in the delivery data. Earlier this year, two major media groups in Shanghai reported a huge Loss of news; the same time, heard more complaints around the voice of the advertising company. There are indications that in 2012, the traditional advertising industry experienced unprecedented challenges. It seems that the industry should take the painful way and show that the overall transformation of advertising format is inevitable under the environment of Internet communication. In this context, the magazine introduced the annual inventory album. Obviously, for the review of the advertising industry in 2012, we do not want to be immersed in the past. Instead, we are looking at the megatrends that affect the present and the future and hope to see tomorrow through yesterday.