在西方管理学文献中，“策略”（Strategy）一词源于希腊词（Str

在西方管理学文献中，“策略”（Strategy）一词源于希腊词（Strategos），意指“为将之道”（The Art of General），即将军用兵之法。因此策略就是要设定目标并制定达成目标的途径，它兼有战略和战术的两层含义。战略在一定时期内具有相对的稳定性；而策略则具有较大的灵活性，它是战略的一部分，并为战略目标服务。战略和策略的关系反映了全局和局部的关系。广告策略是指广告策划者在广告信息传播过程中，为实现广告战略目标所采取的对策和应用的方法、手段。广告策略是企业战略的细分与具体措施。

In western management literature, the word "strategy" comes from the Greek word "strategies", which means "the art of general", that is, the law of military forces. Therefore, strategy is to set goals and formulate ways to achieve goals. It has both strategic and tactical meanings. The strategy has relative stability in a certain period of time; The strategy has greater flexibility. It is a part of the strategy and serves the strategic objectives. The relationship between strategy and strategy reflects the overall and local relationship. Advertising strategy refers to the countermeasures and application methods and means taken by advertising planners to achieve the strategic objectives of advertising in the process of advertising information dissemination. Advertising strategy is the subdivision and specific measures of enterprise strategy.<br>

In western management literature, the word "Strategy" comes from the Greek word "Strategos", which means "The Art of General", that is, the method of using military forces. Therefore, strategy is to set goals and formulate ways to achieve them, which has two meanings: strategy and tactics. The strategy has relative stability in a certain period; While the strategy has greater flexibility, it is a part of the strategy and serves the strategic objectives. The relationship between strategy and strategy reflects the global and local relationship. Advertising strategy refers to the countermeasures and applied methods and means taken by advertising planners in the process of advertising information dissemination in order to achieve the strategic objectives of advertising. Advertising strategy is the subdivision and concrete measure of enterprise strategy.