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自1979年广告复出至今已有20年,广告学家把这20年来的中国广告发展分为三个阶段:第一阶段是79—87年,那是广告的黄金时间,那时,企业只要做广告就一定有钱赚;第二阶段是87—94年,资金积累占首要地位,企业只要花足够的钱做广告就一定有钱赚;第三阶段是94年以后,广告进入理性阶段,企业花足够的钱做广告未必有钱赚。笔者以为,这个时期进入理性的不仅仅是广告,更重要的是消费
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