作为市场运营机制的广告代理制——浅谈广告代理制的实质

广告代理制是市场经济的产物,是一种市场运营机制,不是行政管理体制。广告代理制必须受市场经济原则的制约。广告代理的收费方式是建立在广告主与广告公司双方协商的基础之上的,15%的佣金制不是“铁率”。零代理、负代理是市场竞争机制的结果,是部分广告公司为获得生意的噱头。广告代理制将继续发挥作用,广告代理的实行将促使广告公司专业化发展。

The Vicarious System of Advertising: the Market Mechanism--Look into the Essence of the Vicarious System of Advertising

The vicarious system of advertising is the product of market. Market is given emphasis because it is the market mechanism- not the administration mechanism that gives rise to the system. Therefore- the vicarious system of advertising is subject to the regulation of laws of market. The charging method of the system adopted is based on the agreement of the advertiser and advertising company. The 15% commission is not invariable and non-commission or minus is rarely seen. The vicarious system of advertising still has potential for market. Hopefully- the practice of the vicarious system will promote the development of expertise of advertising company.