广告信息在受众中的传播只是广告的一个功能,广告的目的是促进销售。但是这个目的能否实现,并不完全取决于广告。消费者的购买行为是个复杂的心理和生理过程,受消费者个人因素,社会文化因素,经济因素和企业营销因素的共同影响。撇开前三个企业不可控制的因素不言,单就企业可控的营 The dissemination of advertising messages among the audience is only one function of advertising, the purpose of which is to promote sales. However, this goal can not be achieved, does not depend entirely on advertising. Consumer buying behavior is a complex psychological and physiological processes, affected by consumer personal factors, social and cultural factors, economic factors and corporate marketing factors together. Leaving aside the uncontrollable factors of the first three companies, it is said that the battalions controlled by the enterprises alone