广告是经济的晴雨表。近年来,虽然工业经济持续增长,工业企业效益出现恢复性回升,但国内经济生活中的一些问题更加明显地表现出来,有效需求不足的矛盾尤为突出,比如,外贸出口和外商直接投资下降,消费需求持续不振,固定资产投资增长放慢,投资需求对经济增长的拉动作用明显减弱,物价连续下降的趋势继续发展,所有这些,都对我国快速发展的广告业产生了不利影响,今年,全国广告业形势严峻,部分地区广告营业额出现滑坡,有些强势媒体广告经营额大幅下降,有些品牌企业对广告的投入一再削减,由于购买力的下降,广告效果受到一定影响,动摇了有些企业对广告的投入信念,在一定程度上形成了不良循环,我国广告业存在的这些问题,作为广告人必须有清醒的认识,以便采取相应的对应措施,在疲软的市场中掌握主动。 Advertising is a barometer of the economy. In recent years, although the industrial economy has continued to grow and the profitability of industrial enterprises has rebounded, some problems in domestic economic life have become more pronounced, and the contradiction of insufficient effective demand has been particularly prominent. For instance, foreign trade exports and foreign direct investment have declined, and consumption has declined. Demand has remained sluggish, growth in investment in fixed assets has slowed down, investment demand has played a weaker role in boosting economic growth, and the trend of continued declining prices has continued to grow, all of which have adversely affected China’s fast-growing advertising industry. The situation of the industry is grim, and the advertising turnover in some regions has slumped. Some strong media advertising business volumes have fallen sharply. Some brands have repeatedly reduced their investment in advertisements. Due to the decline in purchasing power, the effectiveness of advertising has been affected to some extent, and some companies have invested in advertising. Beliefs, to a certain extent, have formed a bad cycle. These problems in China’s advertising industry must be sober as the advertisers in order to take corresponding countermeasures and take the initiative in a weak market.