媒体选择的基本任务是制定媒体在类别与载体的选择方向。它是从产品、企业、市场环境、消费者等各营销要素出发,去寻找适合产品销售、企业发展、品牌推广或具体营销目标达成的媒体选择与投放的方法。 进行媒体选择的直接目的是广告效果,最终目的是以产品、服务等实施过程彰显企业的整体形象。其出发点则是受众。任何媒体选择行为的实施都是为 The basic task of media selection is to formulate the selection direction of media in categories and carriers. It starts from the marketing elements of products, companies, market environment, and consumers, and seeks methods for media selection and delivery that are suitable for product sales, enterprise development, brand promotion, or specific marketing goals. The direct purpose of media selection is advertising effectiveness. The ultimate goal is to demonstrate the overall image of the company through the implementation process of products and services. Its starting point is the audience. Any media choice is implemented as