数字化是一场全世界范围的新技术革命,数字化浪潮对媒介市场也产生了巨大的影响,必然引发了广告的传播环境和市场环境的变化。在数字化背景下企业广告决策,无论受众决策、信息决策、媒介决策都应积极利用数字化带来的机遇。 Digitization is a worldwide new-technology revolution. The wave of digitization has also had a huge impact on the media market, which inevitably leads to the dissemination of advertising and changes in the market environment. In the digital context of corporate advertising decisions, regardless of the audience decision-making, information decision-making, media decisions should take the opportunity to take advantage of digital opportunities.