本文主张在广告投放越来越精细化的实践中,要建立以载具为导向的广告投放新思维。所谓“载具”,即具体刊载广告作品的传播工具,往往是单一媒体中特定的空间与时段,也可能是在具体环境中新开发出来的广告传播工具。其具有不可再分性、具体指向性、自由选择性等特点。文章还对广告载具提出的意义进行了概括。 This paper argues that in the practice of advertising more and more refined, it is necessary to establish a carrier-oriented advertising new thinking. The so-called “vehicle”, that is, the dissemination tool for the specific publication of advertising works, is often a specific space and time period in a single media. It may also be a newly developed advertising and communication tool in a specific environment. It has the characteristics of non-dividable, specific directivity, freedom of choice. The article also summarizes the implications of advertising vehicles.