伴随着新媒体传播形态的日渐丰富与多元,广告依托新的媒体载具获得了更快的发展,与此同时,受众媒介接触的“分众化”与“碎片化”趋势也更为明显,广告营销面临着全新的挑战和机遇。只有创新性地发掘媒体资源,利用媒介组合,才能与成“碎片状”的消费者进行有效接触,完成广告传播。 With the increasing variety and diversification of new forms of media communication, advertising has enjoyed a faster development based on new media vehicles. In the meantime, there has been a tendency toward “subdivision” and “fragmentation” of media contacts Obviously, advertising marketing faces new challenges and opportunities. Only creatively explore the media resources, the use of media portfolio, in order to reach “fragmented ” consumers to effectively contact and complete the advertising.