II

III

1 1.1...2... 2... 6 1.2...8... 8... 11... 14... 18 1.3...20... 20... 22... 24... 26 1

1.4...27... 27... 28... 35... 39 1.5...43... 43... 48... 49... 50 2 2.1...52... 53... 55... 56... 57... 57... 58... 58... 60 2

2.2...61... 61... 63... 64... 65... 66... 68 2.3...69... 70... 75... 76... 78... 79 2.4...81... 82... 83... 85... 87... 88 2738... 90... 90... 93 2.5...94... 94... 97 3

... 98... 101... 102... 104 3 3.1...108... 108... 111... 113... 115 3.2...117... 117... 120... 120... 122... 124... 126... 128 3.3...129... 129... 133 4

... 135... 135... 137 3.4...138... 138... 143... 143 4 4.1...148... 148... 156... 156... 157... 158 4.2...159... 159... 164... 165... 171 5

4.3...172... 172... 176... 177... 179 4.4...181... 181... 183... 184 40... 188 4.5...189... 189 IBM... 191... 192... 194 5 5.1...196 6

... 197... 199... 200... 203... 203... 205 5.2...206... 206... 209... 212... 213... 215... 216... 218... 219 5.3...222... 222... 224... 227 5.4...228... 228... 231 6 7

6.1...236... 236... 240 22... 243 6.2...244... 244... 248... 249... 254 6.3...255... 255... 258... 260 6.4...261... 261... 264... 266... 268... 271... 272... 273... 274 8

... 277 7 7.1...280... 280... 288 7.2...294... 294... 298 7.3...302... 302... 306... 307 7.4...310 1 1 2... 310... 317 8 9

8.1...322... 322... 323... 324... 325... 326 8.2...327 OREO 8-1... 327 8-2... 328 8-3... 328 8-4... 329 8.3...329 8-5... 329 8-6... 330 8-7... 330 8-8... 331 8-9... 331 8-10... 331 8-11... 332 8-12... 335 8.4...337... 345... 349 10

2000 3000 2

1. 2. 3

3. ( ) 4

( ) ( ) 5

300 20 40 1941 Hotspring J. W. Young J. W. Young WAC War Advertising Council 6

20 40 1940 2100 JWT DDB BBDO J. W. Young 20 60 GDP 7

20 70 20 50 70 AC Advertising Council 8

2000 8 2 26~28 1994 9 1 54 1995 12 1 16 20 20 12 9

10

1997 1 73 11

4 1992 1993 1999 3 2000 2 1999 2 93 2000 6 11 12

1995 12 1 189 1979 6 1994 9 1 62 13

1. 2. 3. 4. ( ) 14

( ) ( ) 2000 ( ) 2000 15

16 650 16

17

UNICEF 18

20 50 19

G. D. WeiBe Kotler 20 60 70 Kotler 20 80 20

21

1988 1928 60 1987 7 100 1988 22

100 60%~70% 23

1993 9 120 1 2000 2000 2002 2002 24

25

26

1971 27

1986 1987 10 26 ( ) 28

( ) 1987 10 26 1 30 1000 1998 7 16 20 1987 30 600 630 1996 20 59 3600 29

(1) (2) (3) 1996 (4) ( ) 1996 9 1997 8 1996 1996 6 18 1996 9 1 10 1 (1) (2) (3) 30

(4) (5) (1) (2) (3) (4) (5) (6) (7) 1996 9 1 10 1 15860 4582 137460 2749 82470 4213 5406 50 2000 2000 350 12 18 ( ) 1997 31

1998 1999 2000 2001 2001 CAC 11 12 2001 ( ) 32

1996 2 28 35.6 108 1997 4 150 180 40 6 20 14 524 150 5 ( ) (1) (2) 33

(3) (4) (5) ( ) 1996 ( ) 1997 1998 ( ) 34

1.2 1997 600 1997 9 690 870 2001 10 APEC APEC APEC 62% 35

30 600 2001 8 7 2000 712 2% 36

1996 1997 1998 10% 10% 37

38

39

2000 1. 2. 3. 4. 5. 6. 7. 40

8. 3% 1/10 2002 6 6 1995 CCTV 3% 19 00~21 00 3% 41

1999 4 2001 1 2002 3 42

1997 Public Service Advertising 43

20 40 1941 11 J. W. Young 2000 50 3/4 FCC FCC FCC 44

50 Make a Wish 1995 40 12 Ruth Wooden 45

2001 9 11 9 11 9 14 Sila M Calderon 9 16 150 9 16 Ethan Allen M Faroog KathWari 9 14 1-1 46

9 17 ESPN 9 11 WPP Group Ogilvy&Mather 2001 Ogilvy&Mather Omnicom GSD&M 1-2 1-2 47

1959 1970 AC 48

1992 1996 49

36% 24 50

50 H.D.Lasswell 52

1999 5 1968 53

3 Weep for Greece! 3 4 8 1974 1963 100 100 1966 1966 54

1999 47 400 150 2-1 2-1 : 55

2-2 2-2 56

57

58

2002 8 2-3 2-3 59

60

2002 8 61

2-4 2-4 2-5 2-5 62

2001 3 4 30 63

64

5 2-6 2-6 2-7 65

2-7 Bill Phillips 108 2.6 66

53 45 67

68

50 20 69

1999 3 24 Man s Fellows 1. AQUI NACIO 2-8 70

2-8 2. 2-9 2-9 2-10 71

2-10 1961 4 600 1964 10% 72

Q Q 5000 SPCA SPCA LOGO 1997 44 73

74

2-11 75

2-12 200 7000 130 300 100 1996 7 200 76

2-13 2-13 2000 6 28 1999 77

2-14 2-14 78

2-15 2-15 79

2-16 80

81

1996 1997 9 1998 2-17 82

2-17 83

84

2-18 2-18 85

2-19 2-19 86

2-20 87

2-21 2-22 2-21 88

2-22 2000 11 23 89

2-23 90

2-24 2-23 1992 2-24 91

2-25 2-25 16~17 155 70% 92

93

94

1997 2-26 2-26 95

2-27 2-27 1995 5 28 1997 7 1999 12 2-28 1993 9 23 2000 9 23 96

2-28 97

2-29 98

97 98 2-29 2-30 2-30 2-31 2-31 99

1994 2000 2000 11 1 100

20 80 1977 1992 101

2000 1984 7 8 30 225 1998 10 4 copy office fax 102

2-32 2-32 37 103

33 1997 104

105

3-1 108

3-1 20 109

3-2 3-3 3-2 3-3 110

3-4 3-4 111

3-5 3-6 112

113

3-7 3-8 0.00 3-7 3-8 114

1998 6 19 1996 11 100 3-9 3-9 115

3-10 116

117

50 3-11 3-12 118

3-11 3-12 3-13 3-13 119

3-14 3-15 20 50~60 20 70 20 80 20 90 120

3-14 3-15 121

1998 8 17 122

3-16 3-17 3-16 1998 8 30 3-17 123

1998 124

3-18 125

3-18 126

2008 3-19 3-20 30 48.279 60 80 100 127

3-19 3-20 1998 1998 8 26 128

365 129

130

The Press in America 18 26 19 61 131

132

1997 [1997] 211 1998 5 133

1995 2 1 1997 1998 134

1997 135

1/10 1999 11 3 136

137

(1) (2) (3) (4) 138

( ) 1971 11 7 139

( ) 1. 2. 140

l945 12 1950 1966 l973 12 2 3. 1976 2 1. 2. 3. 4. 5. (1) 141

(2) 6. 7. 8. 9. 10. 11. 12. 142

143

( ) ( ) ( ) ( ) ( ) 1988 ( ) 144

( ) 300 130 ( ) 145

146

148

4-1 4-2 11 149

4-1 4-2 150

4-3 4-3 151

2001 1 3 50 20 1998 8 26 30~60 11 22 152

4-4 4-4 153

4-5 4-5 154

1999 5 4-6 4-6 1999 4-7 4-7 155

156

1998 23 26 22 100 16 157

158

159

1997 4 11 1998 1999 1999 3 25 20 80 1989 1998 160

1998 1998 1 16 6 24 1998 6 20 1998 161

1997 7 3 162

10 50 100 163

(1) (2) (3) (4) (5) (6) (7) (8) (9) 164

1998 165

4-8 1999 5 4-9 166

4-9 2000 4-10 4-10 167

4-11 4-11 2000 4 17 168

4-12 4-13 2000 6 4-12 / / / / / / 169

4-14 2008 4-14 170

171

His Fellows Bill Phillips 2.6 2000 172

1998 3 9 120 1200 100 10 50% 18.4 2 7700 3 1999 9 21 173

(1) 24 (2) 21 22 80 600 (3) 100 1500 (4) 5 (5) 1 (6) 16~17 155 70% 174

30 100 90 540 85 400 2002 5 31 6 1 30 4-15 175

12 176

His Fellows 1998 TBWA TBWA 177

4-16 24 4-17 4-16 4-17 178

750 1998 8-1 179

4-18 180

181

1984 7 8 30 225 2000 182

4-19 4-20 4-19 4-20 183

1998 2000 12 28 2001 11 23 IT IT IT 184

20 10 8 IT IT E mail IT IT 4-21 4-21 2000 185

4-22 4-23 4-22 186

4-23 4-24 4-25 4-24 4-25 187

188

6 1999 3 189

4-26 4-26 190

1995 30 191

1998 65 20 8 1500 1992 2000 8 2 4-27 192

4-27 2001 12 193

2000 2001 4 200 194

196

5-1 5-1 197

1998 8-2 1998 5-2 198

5-2 199

WATER MAN 5-3 1999 200

5-3 201

(1) (2) 202

5-4 203

5-4 1996 204

5-5 5-6 5-5 5-6 205

43 5-7 5-7 206

5-8 5-8 207

1 1=10 5-9 5 31 6 1 5-10 5-9 5-10 208

5-11 5-12 209

5-11 5-12 5-13 210

5-13 5-14 5-14 211

212

5-15 5-16 213

5-15 5-16 214

1991 5-17 215

AC 40% 5-18 5-19 216

5-18 5-19 5-20 MTV 217

MTV 5-20 218

5-21 5-22 219

5-21 5-22 220

5-23 5-23 5-24 221

5-24 222

223

224

1997 70% 4 Samartans 225

6 1999 3 60 226

227

228

1996 1997 1998 6 1999 229

100 1990 11 2001 11 1 230

3 11 22 2001 9 11 231

1998 232

233

236

237

1996 5 26 4 10 30 30 238

20 239

6-1 12 6-1 240

6-2 6-2 125 241

242

6-3 6-3 7 8 8 9 9 243

6-4 244

8-4 6-5 6-5 245

6-6 6-6 246

6-7 6-7 6-8 6-8 247

6-9 6-9 248

1999 1 249

2 3 3 50 6-10 250

6-10 6-11 251

6-11 6-12 252

6-12 253

254

255

256

257

258

50 40 259

1997 260

261

300 6-13 6-13 262

1993 6~7 7 8 8 9 9 1996 4As 263

2001 CAC 2002 264

6-14 265

6-14 266

6-15 267

2001 4 90 1911 1930 1935 10 1964 20 80 2001 7 268

80 5 10 11 1 0 5 6-16 NO Fin.KL 6-16 Fin.KL 2001 4 28 269

6-16 2001 2001 3 4 53 50 270

2002 2 28 2002 3 11 271

6-17 6-18 272

6-19 273

6-19 274

275

5 45 10 6-20 6-20 276

DDT 277

2000 278

280

1999 1 2 3 3 7-1 281

7-1 7-2 282

7-2 283

1996 JVM 284

AAMA 300 5% 10 1 15 61% 285

1997 286

287

288

1989 7-3 1/2 7-4 4009 3997 7-3 289

7-4 7-5 7-5 290

7-6 7-6 291

7-7 30 2 1/2 7-7 7-8 45 7-8 292

( ) ( ) 2500 2500 2500 7-8 / 7-9 / / 293

7-9 294

1972 209 1.3% 1990 1999 30% 23 2000 23 80 110 22% 1999 15% 1998 12%~13% 295

200 38 7-10 296

7-10 7-11 7-12 7-11 7-12 297

1800 1/3 223 25 14 7-13 298

7-13 7-14 7-15 7-16 7-17 7-14 12 299

12358 300

7-15 7-16 7-17 301

1993 4 1 1994 10 Wired hot 1996 2.67 2000 60 1997 CHINABYTE 302

DOUBLECLICK DART 13 Banner NASDAQ CHINA 24/7 NASDAQ TFSM 24/7 (1) Banner 486 60 80 pixels GIF JPG Java Shockwave (2) Buttons 125 125 120 90 120 60 88 31 pixels (3) Direct Marketing Banner Buttons Banner 5K (4) Wallpaper 303

(5) Sponsorships (6) E-Mail Banner (7) Contests & Promotions (8) InterstitialAds (9) Interactive Games CNNIC 18 30 52.9% 13 2000 9 Webmaster 304

Webmaster http://www.webmaster.com.cn 2000 10 Webmaster Club Webmaster.com Webmaster sj903228@yeah.net :http://shotgun.yeah.net 7-18 305

7-18 yongguanglt@sohu.com banner 7-19 306

2001 7 2650 2000 2002 8 CNNIC2001 7 2001 12 307

308

7-20 309

IMC Integrated Marketing Communications) 20 90 4A IMC 310

Tonality & Personality Strategic Planner 25~45 Amazon.com individual tailor-made 10 Feedback 800-number Individualization Media Fragmentation 311

Contact Points Personal Digital Assistant, PDA 312

20 80 70 Home Depot Tru-Value 7-21 7-21 IMC 313

7-22 7-22 IBM IBM IBM 314

IBM 20 80 90 IBM IBM 1994 5 24 IBM IBM IBM 60 270 7000 70 IBM IBM IBM IBM IBM IBM 20 60~70 IBM IBM IBM 315

IBM IBM IBM IBM IBM IBM IBM 100 IBM IBM IBM IBM IBM DM Direct Mail IBM IBM 316

IMC IMC IMC 1. Consumer 2. Cost 3. Convenience 4. Communication 4C 317

ACS ACS ACS ACS ACS ACS ACS ACS ACS ACS 318

ACS ACS ACS ACS 319

322

323

324

325

326

OREO 1998 OREO OREO 327

1998 328

329

330

Paradise 1999 1999 1999 331

110 6 1999 3 332

1999 1965 1999 2000 2000 333

334

1999 9 21 9 21 (1) 24 (2) 21 22 80 600 (3) 100 1500 (4) 5 335

(5) (6) 336

337

20 30 60 80 100 1 60 1986 30 70% 338

1000 21 1992 40 339

15 100 1995 340

341

9 11 125 100 342

16~17 155 24 10 2000 343

17 344

1.. 2000 8 2 2.. 1999 2 1 3.. 1999 8 2 4.. 1999 4 5.. 2002 3 2001 1 6.. 2002 3 7.. 2002 1 2 1 8 [ ].. 1991 12 9.. 2000 10 1 10.. 2001 5 1 11 [ ].. 2001 1 1 12.. 1998 12 1 13.. 1992 1 1 14. 20. 1998 5 1 15 [ ].. 1991 16 [ ].. 345

1999 4 1 17.. 1999 11 1 18.. 1998 10 1 19.. 1994 9 1 20.. 1995 12 1 21.. 1996 8 1 22.. 1998 6 1 23.. 2002 5 1 24.. 2000 1 1 25 [ ]Robbin Zeff & Brad Aronson. Internet. 2001 1 1 26.. 2001 11 1 27.. 2001 10 17 ( ) 28.. 2000 4 29.. 21 2 30.. 1999 6 31.. 1999 2 93 32.. 1997 1 73 33.. 1997 34 [ ].. 2000 35 [ ].. 1996 36 [ ].. 1994 37 [ ]. 346

. 1991 12 1 38 [ ].. 1991 12 1 39 [ ]. E... 1991 12 1 40 [ ].. 1991 12 1 41.. 2001 6 42.. 1999 9 43.. 1994 3 44.. 1993 9 45 [ ]. 80. 1991 12 1 46.. 2000 7 1 47.. 1998 7 1 48... 2001. 2002 1 1 49 [ ].. 1998 6 1 50 1994 2002 51 1994 2002 347

52 53 54 www.cnad.com.cn www.adchina.com.cn www.ad007.com www.a.com.cn www.adcr.com.cn 55 www.163.com www.sohu.com www.chinaren.com www.sina.com www.21.cn.com www.google.com 348

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