每年底或年初,各酒厂都要排媒体广告计划,但从90年代末起,大部分酒企在逐年缩减纸质媒体的广告比例。一般是电视广告占比最大,户外广告次之,报纸广告排在最后。特别是近三四年,网络媒体的兴起,更是挤占了纸媒的份额。全国除少数报纸外,绝大多数成了企业广告的“鸡肋”。 At the end of each year or at the beginning of each year, various wineries have to arrange media advertising programs. However, since the late 1990s, most wineries have been gradually reducing the proportion of advertisements on paper media. Television advertising is generally the largest proportion of outdoor advertising, followed by newspaper ads at the end. Especially in the last three or four years, the rise of online media even squeezed the share of paper media. In addition to a small number of newspapers across the country, the vast majority of enterprises have become advertising “tasteless ”.