快速消费品向来是广告业最为关注的市场,在这个市场里曾经诞生了许多品牌和产品快速腾飞的奇迹。在推动这些奇迹的力量中,我们轻易发现广告的踪影,而且这些广告大多数都是传统媒体上的大众广告。然而随着市场的逐渐成熟,在大众生产成为常态、产品同质化的背景下,成熟的市场要求更加精细的沟通。因为成熟的消费者不再只关注一个统一的信息, FMCG has always been the market with the most attention in the advertising industry, where miracles of brands and products have taken off so rapidly. Among the forces driving these miracles, we easily spot the disappearance of advertisements, and most of these advertisements are popular ads in traditional media. As the market matures, however, mature markets demand finer communications in the context of mass production becoming a norm and product homogenization. Because mature consumers no longer focus solely on a single piece of information,