最近,笔者有幸考察了美国广告业,虽属走马观花性质,但印象却很深刻。我发现近几年美国广告业在服务内涵、服务形式方面都发生了一些新的变化。这些变化将会对美国广告业以及国际广告业的发展产生重要影响。一、整合营销理念促使行业服务发生变化 Recently, I was fortunate enough to examine the American advertising industry, although it is a cursory look, but the impression is very deep. I found that in recent years, the U.S. advertising industry has undergone some new changes in service connotation and service forms. These changes will have a significant impact on the U.S. advertising industry and the development of the international advertising industry. First, the concept of integrated marketing to promote changes in industry services