Digital survival of advertising media

With the arrival of the rapid development of science and technology economy， China's advertising media environment presents cross diversification trend. Whether we go outdoors or in the home， from the mobile phone to the network， access to everything， we are all kinds of every hue advertising surrounded， advertisement has gradually become an indispensable part of our cultural life. The digital era of the Internet is a global. It makes the space and time distance become zero， greatly reduces the cost of information transmission， realize the socialization， achieve the rapid spread of information. Compared with the traditional media， the Internet has a distinct advantage. Human society， just as the new generation of information dissemination of new technologies， new media into a dissemination of information.

Along with the change and development of technology change rapidly， the universal application of digital information technology quickly engulfed the whole world. Computer， Internet， information freeway， speed of development of many new technologies， new media， almost more than the growth of our hearts.

So for the advertising， communication context is a very important factor， from traditional media to new media， the print media network to the Internet media network， from building advertising to mobile media advertising， the media have their own platform to promote the communication of advertisement.

In our impression， traditional advertising can be roughly divided into several newspaper ads， magazine ads， television ads， radio ads， direct mail advertising， posters， advertisements， the traditional outdoor advertising and other major forms of advertising From the relationship between the dissemination of information， media platform form determines the form of advertising and advertising ecological characteristics. In the information dissemination model， advertising communication staying platform power can be magnified in the communication process， we will choose the media platform for business information about language. Different media coverage， capacity， delivery rate， Exhibition Road， affect the value of frequency and cost of mutual differences in advertising content， so the correct choice of advertising media is a very important work in the course of planning.

Advertising is the combination of economy and culture， advertising is a form of popular culture. It is in the marketing of products while spreading the culture. This culture with obvious time traces of culture. Advertising must be creative in hot pursuit of fashion culture background， in order to win the consumer's identity. Interactive media， made between the transmitter and the audience interaction between traditional is facing great changes.

To enter in twentieth Century since the 90's， with the development of digital technology， the growing popularity of the Internet technology and the establishment of large website， the Internet is becoming a new media， thus widely into people's lives. Before birth， and the use of a computer， has made the most designers abandoned pen from the "electric". Now the advanced computer technology not only conquered the problems of digital text， and conquered the world is more complex than the sounds of the words.

The media will be with the development of economy and technology and continue to change and develop， affect consumer acceptance of psychological habit will also continue to be the social culture and the trend of the times. As people's humanistic quality continues to improve， highlights the cultural charm of the advertisement will have a more profound cultural foundation. However， advertising in the pursuit of business objectives at the same time， also has a certain cultural values and cultural values， and these cultural values and cultural values to our enlightenment influence character by environment of the play. Under such circumstances the media， can achieve the true sense of the dissemination of effective advertising.

Today， the Internet， television， radio， newspapers can like television and other news media， it can do the same to disseminate information （Figure 2）. The media of Internet makes newspapers， TV， radio and magazines， books， movies and other traditional mass media in the form of difference between being reduced or disappeared. Advertising is to show people a kind of advanced culture. This advanced culture from the content point of view， is to show people a new world， and it is a new world acquired by purchase. All performance and recording of human material and spiritual world， language， text， digital sound， pictures and images in the past between well-defined various information dissemination way， can use computer language for digital processing， which can All blend into one harmonious whole.， mutual conversion. The Internet as a mass communication media brand， will also grow in the near future for the first mass media.

All along， the system of information dissemination in nature did not change， just change the various forms of media， and the media and advertising is more typical of a pair of mutually promoting body. We always according to personal taste to choose suitable media， different sectors of consumers， the media exposure habits are not the same. We should also consider the media exposure levels， a careful analysis of its type， also need to consider the media characteristics， advantages and disadvantages， show or edit content， whether related to advertising effectiveness. The characteristics of various commodities are not the same， commodity characteristics should be considered by the media. We should choose the economic effective media， in order to avoid the inappropriate use of advertising media and no communication effect.

The digital era of the Internet is a global. It makes the space and time distance become zero， greatly reduces the cost of information transmission， realize the socialization， achieve the rapid spread of information. Compared with the traditional media， the Internet has a distinct advantage. Internet not only newspapers， radio， television and other traditional media can function timely dissemination of information， but also has the unique advantage of multimedia， real-time， interactive dissemination of news and information. Great wealth， the Internet information transmission diversity. It is the history of the new technology， influences our life most widely， the most prone to interaction， it has changed people's way of thinking.