广告教材一般都把选择广告发布媒介一环节放在创意之后,给人的印象是创意完成之后去选择媒介。但在实际运作过程中,提出创意和选择媒介却是在策划阶段同时完成的,而具体的广告创意和作品构思通常是在媒介确定之后开始的。这也就是说,媒介策略和广告目标一样也直接影响着创意,制约着创意,创意必须把媒介策略作为一个重要因素,在进行信息编码的时候要根据策划中所确定的媒介载体,结合媒介的特性,充分利用媒介的优势去寻求广告信息的传达方式,不能脱离媒介策略、无视媒介 Advertising materials generally choose to advertise a part of the creative media after the release, giving the impression that after the creative choice to complete the media. However, in the actual operation process, the proposed creative and selection media are completed simultaneously in the planning stage. However, the specific creative ideas and works concept usually start after the media is established. This means that media strategy and advertising goals, likewise have a direct impact on creativity, constraints of creativity, creative media strategy must be an important factor in the information encoded in accordance with the planning of the media carrier, combined with the media Characteristics, make full use of the advantages of the media to seek the way of advertising information, can not be out of media strategy, ignoring the media