【摘要】 2008年,中国经历了很多的大事件,其中对广告业影响最大的莫过于由美国"次贷危机"引发的"金融海啸"给中国带来的持续冲击。对于能够经受得住这次金融危机的企业来说,或许更大的机遇正在降临,这就是"马太效应"。广告始终是企业树立品牌、拉动销售的核心"武器",只要企业想做大、做强,就不能停止广告的投放。2009年,企业的广告投放将更加理性、务实,"策略性投放"将成为企业投放广告的关键词。企业更加青睐有价值的和有广告效果的优质媒体,媒体格局将进一步分化,呈现强者越强的局面。同时,由于广告主经费有限从而更加慎重地选择有实力、有执行力的广告公司,这也将促使媒体的代理更加集中,广告公司的总数减少、分化加剧。更多还原

【Abstract】 China underwent many major events in 2008, the most influential of which is the consistent impact of the"financial tsunami"caused by the"subprime loan crisis"in America.For those enterprises capable of withstanding the financial crisis, greater opportunities may be approaching, and this is the so-called"Matthew Effect".Advertisements are always a core"weapon"for enterprises to build their brands and drive sales volumes.Enterprises have to keep advertising themselves, as long as they want to grow and expand.In 2009, enterprises will be more rational and pragmatic in placing advertisements, and"strategic placement"will be a keyword among them.Companies will favor more those high-quality media that can deliver higher values and promotion effects, and the situation in the media sector will further differentiate, where the strong will get stronger.Meanwhile, with limited budgets on advertisements, advertisers will be more scrupulous in the selection of powerful advertisement agencies that provide more effective execution, and this will further centralize the agency business of media, reduce the total number of advertisement agencies and increase differentiation.更多还原