社会在时代变迁中不断发展。市场商品同质化程度提高,企业间竞争越来越激烈;“媒体”的概念在不断拓展;广告存在的空间也在扩展等等。对于植根于“四大媒体”的传统广告,更是应该在变革中看到引起传统广告在思维方式和运作方法变化的因素并积极应对。 Society is constantly evolving in the changing times. Market homogeneity of goods increased, more and more intense competition among enterprises; “media ” concept is constantly expanding; advertising space is also expanding and so on. For the traditional advertising rooted in the “Four Media”, it is more necessary to see the factors which cause the traditional advertising to change in the way of thinking and operation in the change and actively respond to it.