Advertising media combination is the use of a variety of media advertising, for example; newspapers and television advertising together. How to do advertising media mix depends on the brand, 1 the public are not familiar with the brand, advertisers are eager to promote the brand and money, of course, all to Lou: TV \ newspaper \ outdoor all to 2 the public are not familiar with the brand, advertisers have no money, can only be: newspaper leaflets on-site promotions or outdoor leaflets on-site promotions 3 if the public are familiar with the simple outdoor must be, plus TV and newspapers can not be done To this end, the advertising media mix must take into account several factors: media costs, the cost of media, the cost of the advertising media, the cost of the advertising media, the cost of advertising media, the cost of advertising media. The combination of advertising media must take into account the following factors: the cost of the media. Theoretically, the media cost per thousand people is low, the cost of corporate publicity is naturally lower. However, due to the many media ratings or reading rate of the research method is not sound, and even many media misrepresentation of circulation and ratings, therefore, this indicator is difficult to get the actual figures, only according to the specific situation of discount. Characteristics of the media audience. The purpose of releasing a message in any medium is to deliver the advertising message to the target consumers, so you should choose a medium whose audience is more in line with the target consumers of the product. Among the media, direct mail media has emerged to meet the targeting of the consumer population, therefore, the effective audience of direct response media is the largest. However, because of the circulation, coverage, form and many other limitations, it is still unable to fulfill the overall delivery task. This requires us to meticulously understand the characteristics of each time slot, each page and even each column when choosing other media. Television, radio, newspapers and their programs or columns, usually have their relatively fixed part of the audience, listeners and readers, in different media or different programs or columns in the advertisement, advertising information can reach the type of customers is bound to be different. Street advertising placed in the city center and placed in the suburbs, obviously has a different effect. And the use of different ways to distribute advertising leaflets, will also produce different results. The geographical characteristics of the media. Any kind of media has its strongest target, the greatest influence in the region, such as each city's television station in the urban area has the greatest impact, while the local edition of the newspaper is more directly targeted at a certain region. If the geographical area where the media has the greatest influence is exactly the market that the advertisers are striving for, then this media is the ideal medium for advertising. Media reach and coverage. We can also choose the right combination of media according to their reach and coverage. If we consider only from the point of view of economic efficiency, the media buying department will only consider the TV channels and time slots with the lowest "cost per viewer point", which may result in the concentration of advertising in one or two time slots. In reality, however, media buyers are often willing to sacrifice some of the economic benefits in order to increase the reach and viewing frequency of their advertising schedules. Similarly, TV ads generally offer a lower cost per thousand, but they can only cover the TV audience, and the reach is always limited. Therefore, a successful and comprehensive media plan will often be coordinated with different media, so that the target public can receive our advertising message through different channels. In addition, we should also consider: Product factors. Not only do we need to know what the product is and what type it is, but we also need to familiarize ourselves with all the details of the product, including sales, distribution network, pricing, as well as the product's strengths and even weaknesses, each of which can be turned into an opportunity for us to focus on. Market factors. Recognize the target market, product positioning, advertising budget, marketing strategy, target audience, the nature of the advertising campaign, whether it is promotional or to enhance brand awareness. Competitor factors. Sun Tzu day: know yourself and know the enemy, a hundred battles will not be dangerous; do not know each other and know yourself, a victory and a loss; do not know each other, do not know yourself, every battle will be lost. Know the competitor's media strategy, understand their advertising scheduling, habits, investment volume, media selection, so that you can measure the proportion of media investment and make strategic scheduling. For example, if a competitor is used to attack in April and May, we can focus our firepower on attacking in March to seize the beach, attacking their defenses and taking advantage of the first opportunity. Full consideration and understanding of these factors, it is possible in the process of selecting the media mix, on target, to reduce errors and improve the economic benefits of advertising.