广告环境从宏观来看有政治环境、经济环境、文化环境和消费环境等，而从中观和微观来看，广告环境则与进行广告运动的媒体环境息息相关。中观环境包括广告投过程中媒体的大环境、趋势和现状以及某个媒体的频道环境等等，微观环境就是指广告投放该时段的段位环境即广告时段安排、广告插播、竞品广告情况等等。
第二部分对广告环境的相关概念进行阐述，提出城乡广告环境的比较框架。
The second part clarified the basic concept of the advertising environment, and suggests the comparative framework of urban and rural environment of advertising.
广告目的、广告对象、广告环境三方面分别对现代广告文案提出了特定的要求。
The advertising subject, advertising objects and advertising surroundings make peculiar demands on modern advertising correspondence.
但是横扫城市的广告利器在农村却失灵，研究城乡广告环境之间的差异，就显得很有必要。
However, the city advertising applied in rural areas had failed. It is very necessary to study advertising environment between urban and rural district differences.
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