首先,让我们从广告主和广告代理商的焦虑说起多元化,在带来丰富多彩的同时,必将导致选择的“痛苦”,在这一点上,对广告主来说更加明显。有资料显示:中国目前拥有无线电视台980家;有线电视台1280家,所有省级台均上星,60多套国外电视节目落地,40多颗西方卫星传送300多个电视频道;同时,约有2000多种公开发行的报纸,8000多种期刊杂志,再加上网络和广播。面对如此纷繁复杂的媒介环境,和有限的广告预算,相信那些市场(广告)经理和媒介策划们,定会为广告信息的有效到达呕心沥血,愁白了头。从另一个角度看,消费需求的日益多样化和竞争的加剧,更加重了上述抉择的难度,可以想象,一边是日渐挑剔、追求个 First of all, let us start with the anxiety of advertisers and advertising agencies to talk about diversity, while bringing about variety and diversity, will certainly lead to the “pain” of choice, and at this point, advertisers become more obvious. Statistics show that there are currently 980 wireless television stations in China, 1,280 cable television stations, all the provincial-level Taiwan satellite stations, more than 60 sets of foreign television programs and more than 40 Western satellite channels delivering more than 300 television channels. At the same time, about 2,000 Various publicly available newspapers, more than 8,000 journals and magazines, plus internet and radio. Faced with such a complicated media environment and a limited advertising budget, I believe those market (advertising) managers and media planners will certainly work hard for the effective arrival of advertising messages. From another point of view, the increasing diversification of consumer demand and the intensification of competition have aggravated the difficulty of these choices. As one can imagine, one side is increasingly picky and the other