媒介选择是决定广告效果的重要因素衡量广告效果通常有四个指标:广告的到达;广告的注目;对广告的态度;由广告影响产生的行动。从这四个指标可以看出,广告效果首先是传播效果,即广告到达的范围,广告到达的人群,受众对广告的注目程度。这就是说,广告效果首先体现在到达受众,被受众看到,只有有效地覆盖了受众,被受众注目,才谈得上受众对广告的态度和行动。媒介是广告的载体,离开了媒介,广告就失去了与受众沟通的渠道,广告 Media selection is an important factor in determining the effectiveness of advertising There are usually four indicators to measure the effectiveness of advertising: the arrival of advertisements; the attention of advertisements; the attitude towards advertisements; and the actions caused by advertisements. From these four indicators we can see that the first effect of advertising is the spread of the effect, that is, the scope of advertising, advertising reach of the crowd, the audience’s attention to the ads. That is to say, the advertising effect is reflected in the audience first, by the audience to see that only effectively cover the audience, attention by the audience before they talk about the audience’s attitude and action on advertising. Media is the carrier of advertising, leaving the media, advertising has lost its channels of communication with the audience, advertising