2. Cost accounts for about 55% of income.
As an independent industry, advertising has its own unique operating rules and its own characteristics different from those of the general service industry.
1. Advertising activity is a special information dissemination activity. Advertising is a commercial paid communication activity, which is different from catering, tourism and other service industries, as well as news and publicity.
2. The characteristics of the advertising industry are systematic, scientific and efficient. As an agent of advertisers, advertising companies provide advertisers with a series of advertising services such as feedforward preprocessing, publishing and feedback of advertising information, and earn a certain agency fee. The nature of this service requires advertising companies to provide high-quality, scientific, perfect and efficient services. In this way, advertising activities have formed a rigorous and complete information movement process. As far as 20 13 is concerned, China's advertising companies are still far from this standard, but the early drought is not only the requirement of market law, but also the inherent requirement of the survival and development of the entire advertising industry itself.
3. Advertising industry is a knowledge-intensive, talent-intensive and technology-intensive "three-intensive" industry. Due to the requirements of systematic, scientific and efficient advertising services and the characteristics of high intelligence and high technology content of advertising products, the advertising industry is very eager for intellectual resources, human resources and technical resources. The "three fine" advantages of the advertising industry itself are the basic conditions for providing services to customers through advertising business activities. This is another important feature of advertising in the tertiary industry that is different from the general service industry.
4. The advertising industry has gradually developed from the traditional information service industry to the modern information industry. "Information" has become something that modern people cannot live without. The smooth flow of information is also an important guarantee for the smooth development of modern economy. This trend has spawned a brand-new economic form-information economy, which is also called information economy by some people. The circulation of information is conducive to reducing material consumption in products and services and increasing the proportion of intelligence and information. Knowledge and information also play an irreplaceable role in design, management, labor, maintenance, operation, consumption and market. It can be said that the competition in the modern market is information competition to a great extent. Information economy is closely related to high technology and high intelligence. Therefore, its attraction and demand for talents are enormous.
In recent years, the influx of high-tech talents into the information industry is a concrete manifestation of this emerging economy. Western economists even proposed the concept of "information industry". Traditional information industry will form a pillar industry together with new information industry. Information industry and information dissemination and transmission industry belong to this industry. As an important information dissemination and transmission industry, advertising industry will play an important role in showing the connection between information and social production, and its role as an information industry will also become one of the important features of the new economic era.