Advertising Media Strategy Research

The surge of the medium amount and information bring more opportunities to the development of advertising. Advertising is becoming more and more essential in the marketing, for increasingly mature market and vigorous competition. At the same time, it makes advertising more canonical and scientific.The media strategy is one of the three greatest elements that is a enterprise advertisement actions. Media budget is the biggest part in the whole advertising expenses. How to make the scientific media planning plays a very important role in the enterprise marketing strategy for the advertiser. One side, media more or less decide the final effect of the advertising because it's the carrier of the message. Another side, media are not only carrier of the message, but also the important measure that makes advertisers reach their strategic aim. Therefore, media planning become the focus that attracts all admen. However, there is a huge fall between requirements of many advertisers and practical resources in our country. Although making media planning can also make reference to some successful experience, the experience is short of a kind of frame of reasonableness of science and data to prop up. It still needs one scientific system to make it canonical and external. In this way, it can be helpful to the advertisers, ad-agents and media.In this text, there is a most important purpose that makes the marketing managers and constitutors of the media planning understand media strategy and performance better. Actually, the current media planning seem to be too old. They are...