随着媒体产业化进程的加快，媒体竞争日益激烈。为了争夺更大的市场份额，媒体的广告经营方式正经历着重要而深刻的变革。这种变革，简言之，就是从以往的单纯提供报纸版面，直接传递产品以及服务信息，转变为开始主动为企业提供或参与制定全方位的营销方案。在这种情况下，广 With the accelerating process of media industrialization, media competition is increasingly fierce. In order to compete for greater market share, the media advertising business is experiencing significant and profound changes. This change, in short, transforms itself from the simple provision of newspapers and direct delivery of product and service information to the initiative to provide or participate in the development of a full range of marketing programs. In this case, wide