[序言] 媒体与活动营销的关联性随着媒体竞争的加剧．营销的概念益发向多元化发展。而“活动营销”因其独有的将媒体影响力落地实现大众化渗透等优势．成为媒体营销中最受关注的营销手法。媒体背后承载着极其庞大的读者群．所以“活动营销”若成功运用于媒体行业往往能带出非同一般的影响力。成功的活动营销可能具有多方面的特点．但它必然符合一个条件．就是善于资源整合．——资源是营销中极其重要的因素．而资源运用以及资源整合 [Preface] Relevance of Media and Campaign Marketing As media competition intensifies. The concept of marketing benefits to a diversified development. The “campaign marketing” because of its unique impact on the media to achieve the popular infiltration and other advantages. Become the most popular media marketing marketing approach. Behind the media carries an extremely large readership. So “campaign marketing” can often bring extraordinary influence if it is successfully used in the media industry. Successful campaign marketing may have many characteristics. But it must meet a condition. Is good at resource integration. - Resources are extremely important factors in marketing. The use of resources and resource integration