在今天这个整合营销传播的年代,网络这一新媒体为大广告主们所使用越来越频繁。我们看到传统媒体的大众传播力的同时,也发现传统媒体有着价格越来越高,受众切分越来越小等趋势。相比之下,网络以海量、互动、即时、无休、超级链接等优点吸引了越来越多的年轻人群和“三高”人群,传播价值上升明显。网络之所以受青睐,和它作为新媒体的许多特性相关。比如在用户上,它可以与传播媒体形成互补,接触到传统媒体的传播死角;在沟通上效果上,由于信息传送的定向性、灵活性、实时性、以及 In today’s era of integrated marketing communications, the internet is the new media used by big advertisers more and more frequently. When we see the mass media of traditional media, we also find that there is a trend in traditional media that prices are getting higher and higher and audiences are getting smaller and smaller. In contrast, the network has attracted more and more young people and “three-highs” with massive, interactive, instant, off-hours and hyperlinked advantages, resulting in an obvious increase in the value of communication. The Internet is favored over many of its features as new media. For example, on the user side, it can complement the media and touch the dead space of traditional media. In terms of communication, due to the directional, flexibility and real-time transmission of information, and