| Summary: | 碩士 === 淡江大學 === 大陸研究所 === 84 === Chapter one of this study designates the writer''s initiatives
and objectives illustrated by indepth interviews conducted
during market survey;Chapter two investigates the advertising
environment of the PRC, covering its advertising development
and the changes of relevant regulations & policies since the
Great Revolutions as well as advertising administration
department, The unique China advertis- ing broker structure,The
development of intentional advertising firms in China and
advertising eduction;Chapter three probes into advertis- ing
media which not only looks into the fou major media development
of television,newspaper,broadcasting and magazine but also
studies the interrelation of media and advertising industry and
its relation- ship to advertising agency system; Chapter four
investigates China''s overall political and economic environment
and its effects on the development of advertising industy,
including consumption capability and social changes; Chapte
five summaizes this research and specifies the limitations
found furring the process of this study.
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