广告收费制度的争议由来巳久,业界和专家学者们都在试图寻找一个平衡:既能体现广告人努力的价值所在,又能让广告主确实收获一定的广告价值,心甘情愿地付钱。合理的广告收费制度,不仅能保证广告投入边际效益的最大化,同时也能有效刺激广告人的创作激情和欲望。广告收费的实质要对广告收费进行规范管理,首 The controversy over the charging system for advertising has been around for so long that both industry and experts and scholars are trying to find a balance: not only reflecting the value of the efforts of advertisers, but also enabling advertisers to reap certain advertising value and willingly pay for it. Reasonable advertising fee system, not only can guarantee the maximum marginal benefit of advertising investment, but also can effectively stimulate the creative passion and desire of advertisers. The essence of advertising fees advertising charges to regulate the first