The research resuIts imPlied that FCB models aPply partly toInternet advertising. We can refer to FCB models while developing theexpression strategy of Internet advertising.

• 本论文认为，FCB 模式对于网络广告有部分的适用性，在发展网络广告的表现策略时，可以将FCB模式作为网络广告策略发展与设一 互 一?