每一种媒体都有特定的受众,每一个受众群体都有其特定的偏好,广告通过特定的媒体以独特的形式展露其产品的质量价值必须得到受众的认同,这就是广告的影响作用。对受众来说,影响度高的广告,必定是那些能够满足受众偏好的广告。如何使广告媒体能准确地命中目标顾客,一直都是理论界和实业界关注的焦点。精准营销(Precision Marketing)思想的提出便突出了广告的影响(impact,I)这一因素。 Each media has a specific audience, each audience has its own specific preferences, advertising specific media through its unique form to reveal the quality and value of their products must be recognized by the audience, which is the impact of advertising. For the audience, influential ads must be those that satisfy their audience’s preferences. How to make the advertising media can accurately target customers, has always been the focus of attention of theorists and industry. The idea of ​​precision marketing highlights the impact of advertising.