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广告的性质以及广告的服务对象——消费者,决定了广告对媒体的依赖。广告离不开媒体,还因为广告的有效性取决于媒体选择,媒体选择的关键在于对媒体进行量性分析。只有了解媒体的复盖域、触及率、毛感点、成本核算、连续性,广告才能真正做到有的放矢。对电视媒体的分析表明,通过合理购买节目时段与收视率调查,电视已成为广告不可或缺的媒体。
The nature of the advertisement and the client of the advertisement - the consumer, determines the advertising’s dependence on the media. Advertising is inseparable from the media, but also because the effectiveness of advertising depends on the choice of media, media choice lies in the media for quantitative analysis. Only by understanding the media coverage, touch rate, hair flu, cost accounting, continuity, advertising can really be targeted. Analysis of the television media shows that television has become an indispensable medium for advertising by reasonably buying programs and viewing ratings.