| Since the reform and opening,the rapid development of China’s national economy has brought a golden development age to all lines of business in China,in which also include advertising media industry.The rapid expansion of China’s advertising media market has attracted the active participation of many foreign advertising media,while also increasing the types of advertising media resources.In the face of various media resources and complicated usage scenario,advertisers must formulate reasonable media mix to achieve desired delivery effect.On the basis of the current status of advertising media delivery,this article made a survey to the media development trend and the performance of media.Apart from this point,this article also adopted the methods of comparative analysis to study the characters,advertising effect and selection strategy of traditional media and new media.In addition,this article also surveyed the characters of A brand’s potential customers and the performance of media adopted by Brand A,which provides the decision-making basis for the formulation of reasonable media delivery strategy of A brand.This study can help enterprises avoid the risk of only considering brand recognition and sales promotion in the process of making the strategy of media selection.With the analysis of competitive brand and A brand’s potential customers characters,media consume habit and advertising effect,it can effectively help the advertiser to check the feasibility and achievement of the optimized advertising media selection strategy.The effective and robust media selection strategy can be a foundation for the advertiser to achieve the expected sales target and brand awareness. |
