评  论 Criticism


“捐款门”的深度思考   刘国基




 资  讯 Information


聚焦·动向·数字·人事·代言·广告秀




 专  题 Focus


麦肯世界集团自生型发展路径探究与启示
Research and enlightenment of MCCANN Worldgroup’s self-develop path

寻找中小广告公司成长路径
Looking for small and medium-sized advertising agency’s growth path

麦肯转型：延伸核心竞争力
MCCANN Worldgroup　transition: expanding the core competitiveness

并购向左，自生向右——广告公司发展方式探寻    周茂君　姜云峰
Merge left, self-develop right

创造需求，不止是说说而已
Consumer demand, not just talking

众说消费洞察
On the consumer insight

创意的选择与升级
The selection and promotion of creative

夹缝中生存，广告人解读广告公司与广告主博弈   江绍雄
Striving for the survival in the crevice，interpretation of the game between agencies and
advertisers

互动与传统，本质是平的
Interaction and tradition, essentially equaled

传统广告公司如何应对新媒介的涌起   翟树卿　宋丽敏
How do traditional advertising agencies deal with the new media

发掘才是广告蓝海
Exploration is Blue Ocean for advertsing

蓝海无垠 出奇制胜——浅谈传统广告经营的蓝海策略   李　思
Winning in the great Blue Ocean

 特别关注 Special Report


行业专家纵论陈刚教授CCM理论   本刊编辑部
Industry experts Comment on Chen Gang’s theory of CCM

 人  物 Figure


创造卫视传奇的力量——访江西电视台副台长张晓建   蒋海瑛
The power creating JXTV“Legendary”

 营 销  Marketing

消费撞上天花板
——长三角地区二三线城市消费状态调查
Consumption hits the ceiling

引言
Preamble

长三角地区二三线城市消费状况呈现
Consumption show of the second and third tier cities of Yangtze River Delta region

中国消费群落调查
Survey of Chinese consumer community

仓禀实而知消费　衣食足而懂享受    许玲华
People want to consume when warehouse is adequacy, pursuit pleasure when food and clothing is ample

虚荣与逐利    朱　煌
Vanity and Snobbish

保守的消费理念    稽万青
Conservative consumption concept

浮华背后的务实    李　伟
Pragmatic which behind gorgeous

企业“奥运冠军”热潮前的思量  丁海猛　哈妮斯
Enterprises’ thought before “Olympic champion” boom

梅高PK平成，谁更牛？   吴化莛
Meikao VS Pingcheng，who is better?

 传  媒  Media

强生、肯德基、多美滋等国际品牌 青睐央视黄金时段广告资源     顾远平
International brands favor CCTV prime time advertisement resources

2008，中小企业在央视的品牌传播之道    史　吏
2008, Small and medium-sized enterprises’ way of brand communication on the platform of CCTV

CCTV《天气预报》国庆节前后改版
“Weather forecast” format will be modified around the National Day

2007“央视十佳广告代理公司”系列报道    本刊记者
Series Report on CCTV Top 10 advertisement proxy company

电视媒体创新营销，且行且思
TV media marketing innovation， pondering while going forward

模式创新提升客户满意    查道存
Model innovation increase customer satisfaction

让品牌推动生产的终极价值    郭列亚
Brands advancing production ultimate value

四剑合璧，突破当代媒体广告价值     南敬伟　虞　欢
In this era, how to breakthrough media advertisement value?

把广告做成栏目 让栏目充满广告    题兴磊
Make columns Ads and let columns be filled with Ads

用震撼世界的力量打动你
——贵州电视台大型抗震题材电视剧《震撼世界的七日》7月上映    陈欣新　陈　玺
Move you with shock strength

“讲诚信，共成长”
——《经济与法》携手家居建材行业打造品牌盛宴 宁丽娟
Growing together with honesty and creditability

用电视，与电影共襄盛举
——电影频道-CCTV6巧用资源建设专业频道    周湘艳
With the television, join in the movie prosperity

分众化媒体，启动传媒变革    本刊记者
Focus media, starting media reform

电子商务：助推电视广告运营   李　豹
eBusiness: Promote TV advertising operations

 创  意  Creativity



戛纳并不遥远——第55届戛纳国际广告节评委观感    佘贤君
Cannes is not far away

独特≠创新——08戛纳广告大奖有感    韩纪扬
Unique ≠ Innovation

阿佩克思达彼思公益广告作品赏析
Appreciation of APEX-Bates public service ads work

第十七届时报金犊奖获奖作品选登
Winners selected of the 17th Ad-young

 互动行销  Interactive Marketing



IM 之 争
The battle of IM

腾讯QQ，你不是一个人在战斗    本刊编辑部
QQ, you are not fighting alone

微软MSN，给你真实可信的网络人脉圈    吴清华
Windows live messenger, give you credible personal connection circle online

阿里旺旺，以商务之名    张　律
Ali Wangwang, in the name of commerce

2008中国即时通讯市场6大发展趋势    DCCI
Six developing trends about communication marketplace of china in 2008

IM平台走出的小i奇兵   吴清华
Little I, raiders from IM platform

从“三个俯卧撑”成网络流行词汇看人际营销    刘兴亮
An analysis of interpersonal marketing through the “three push-ups” becoming popular network
glossary

中小企业IM营销梳理    周　凯
Combing the IM-Marketing of small and medium-sized enterprises

群雄逐鹿，奥运营销大战本土企业何以雄踞中原    本刊编辑部
Independent warlords compete, how do native enterprises win the Olympic Games marketing battle

广告也有首映礼
——访央视三维电影传媒总裁张庆永    华　筠
Advertisement also has premiere show





 专  栏  Column



以运动为师    冯子伟
Lead by sports

别让奥运豪赌变成一日光头   马旗戟
Do not let Olympic Games became the prosperous view for a while

与奥运营销唱唱反调    董　斌
Make an opposite way to the Olympic Games marketing

体育营销与营销体育（下）   丁邦清
Sports marketing and marketing sports: part two
  
谁更像广告？
——余秋雨和韩寒的文字较量    张默闻
Who looks like an advertiser?

高价值产品的营销    张鼎健
High value product marketing

科学广告系列谈之六   黄合水
Series talk of advertisement knowledge: Part six

我的梦想    邓广梼
I have a  dream