编者按日趋复杂的媒介环境和快速变化的消费者行为,使得整合营销传播越来越成为产品推广的必然选择。以年轻人群为目标消费者的产品在营销推广必须倚重网络平台,这已经成为营销传播界的共识。然而在大众传播的背景下,传统媒体也是不可或缺的传播渠道。在广告作业中,媒介整合变得越来越重要,甚至成为影响营销结果的决定性因素。 Editor’s increasingly complex media environment and rapidly changing consumer behavior, making integrated marketing communications has become an inevitable choice for product promotion. It is the consensus of the marketing communication community that marketing products must rely on the internet platform for the target consumers. However, in the context of mass media, traditional media is also an indispensable channel of communication. In advertising operations, media integration has become more and more important, and even become a decisive factor affecting the marketing results.