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. . : 1671- 5977( 2007) 04- 0126- 03: 2007.11.05: ( 1962. ) , , , , , . ( . , . . 037044). . . : , , , , : ; ; : F713. 81. : A. . , , , , , ?, . . . , , , . , , . , . , . , . . . , !. : , , , : , , , , , , , , , , , 1 ( ) : , , : , , , , , , , , , 2( ) # 126 #. . 2007 12 8 4 32 . . . . . . . .Journal Of Taiyuan University. . . . . . . . .Vol. 8No. 4 SumNo . 32 . . . ., , , , , , , , , , , , , , , , , ( ) , , , , , , , , , , , ( ) , , 1. , , , , , 2. , , , 3. , , 4. , ,5. , , , 6. , , , , , , , , , , , ( ) , , , , , , , : , , , , : , , , , , , , , , , ( ) , # 127 #, , : , , , , , ,: , , , , , : , , , , , , 3( ) : , , ( ) , , , , , ( ) , , , , , ; ; , , , , , : 1 . M . : , 1999: 3. 2 . M . : , 1991:301. 3 . M . : ,1998: 25. 4 , . M . : , 1994: 65. : Study of Strategic Decision of Advertisement Scheme and Its ApplianceLI Zhen.wu, LU Xia( Datong People. s Bro adcast Station, Datong 037044, China)Abstract: Advertisement Scheme is the key for adver tisement to w in. In the circumstances of pract ical operation, if the adver.tisement designer can not master the intension of advertisement strategy and tactic, and the relationship between them, he isbound to fail. So it. s necessary for us to tell the difference betw een advertisement str ategy and advertisement tactic and mastert heir respective es