摘 要：新媒体在短时间内得到了飞快的发展和蔓延：视频、短信、手机电视、手机网络、数字电视、移动媒体、博客、播客等充斥在我们日常生活的周围，成为我们生活不能缺少的部分，我们对媒体的依赖与日俱增。因此，在当前的媒介环境中，任何一则广告的投放要使产品为更多的受众知道，仅靠一种媒体是不行的。这不仅仅是因为媒介数量增加，受众争夺激烈，受众媒体消费日趋多样化也为广告媒体组合提供了条件。
本文从新媒介环境着手，从基本原则、应用和考虑因素等方面对广告媒体组合策略做了一个细致的分析。置身于新媒介这个大的背景之下，广告媒体遇到了前所未有的机遇和挑战。相应地，广告媒体组合的策略不仅可以最大可能地提高广告的触及率和重复率，扩大认知，增进理解，而且在心理上能给消费者造成声势，留下深刻印象，增强广告效益。广告媒体组合策略在传播过程中的作用显而易见，因此实施起来非常有必要。
关键词：新媒体 新媒介环境 传统媒体 媒体组合策略
Abstract：The new media in a short period of time has been rapid development and spread: video, text messaging, mobile TV, mobile phone networks, digital TV, mobile media, blog, podcasts and other flooding around our daily lives has become an integral part of our lives,our increasing dependence on the media. In the current media environment, any one of the ads to make products for more audience know, relying on a media is not enough. This is not just because the media increase in the number of fierce competition for the audience, and audience media consumption is becoming more diverse advertising media mix conditions.
This article from the new media environment to proceed, a detailed analysis from the basic principles, applications and considerations on the advertising media mix strategy. Exposure to the large context of new media, advertising, media face of unprecedented opportunities and challenges. Accordingly, the advertising media mix strategy is not only the greatest possible advertising reach and repetition rate, expand awareness, promote understanding, to give the consumer the psychological momentum, impressed, and enhance advertising effectiveness. Advertising media mix strategy in the communication process is obvious, therefore is necessary to implement.
Key Words：New media, new media environment, the traditional media, media mix strategy
