媒介融合趋势下的广告投放策略

Advertisement Launching Strategies in the Environment of Media Integrity

进入21世纪,随着广电、通信领域数字技术和网络技术日趋成熟以及全方位的渗透与应用,传统媒介的界限逐渐模糊,"媒介融合"已成为最炙手可热的话题。而随着媒介融合的发展,广告投放已不能是单纯在传统媒体里面投放几则广告便能引起广大关注并取得轰动效应,广告受众也由原来单向的受传者转变为需要为其量身打造服务资讯、信息产品的消费者,研究合理的广告投放策略在这一过程中彰显其重要地位。

In the 21st century,with the development and maturing of broadcasting,communication,digital and internet technology,the demarcation between traditional and modern media has been faded,the media integrity has become the most popular issue.Moreover,the development of media integrity indicates a simple advertisement launching in traditional media no longer functions,and in turn the target audience have changed from the original single ones into the consumers that need to be finely classified according to different service and product information.So the proper launching strategies of advertisement is more and more of significant.