随着中国出版业的改革，图书迎来了营销时代。在我国每天上市的新书达 400～500种、每年市场可供应的图书已达40多万种，而读者又买不到自己想买的书的情况下，为好的图书做好宣传工作已经是势在必行的事情。而在畅销书频频出现的大众图书一类，因其最终读者是最广大的受众，因此更应该注重在大众媒体上的广告宣传。而我国目前的大众图书广告情况却不容乐观，无论是对比国外的情况，还是从读者的角度的反馈，都令人不满。为好书做广告宣传，必须了解图书，发现图书的闪光点；了解读者和社会，针对读者的喜好和图书市场基础来做广告。打好了基础，就可以制订图书广告策略，包括广告时间、载体的选择，以及广告内容的设计。抓住有利的时机，选择合适的大众媒体，或者进行媒体的组合，根据图书内容设计富有创意的广告内容，合理安排广告成本……这一系列的策划活动将有助于广告宣传的效果。本文试从这几个方面，结合成功的案例，对大众图书广告进行研究分析，希望能对出版社做图书广告提供一点借鉴。

With the development of Chinese publishers, book market is entering a new epoch of marketing. The number of new books is reaching from 400 to 500 every day and 400, 000 annually. In the same time, readers feel it goes difficult to find the books they want. So, it's the high time to improve advertisement of qualified books. Especially, it's essential that we should emphasize advertisement of mass books in which best sellers are often found and which are also the most favorite of people. But, the situation of advertising of mass books is not optimistical or even unsatisfied in comparison with oversea performance and requirements of readers. To get qualified books better advertising, it's important to understand the content of books, discover the sparkling features of books, comprehend readers and society, and design advertise according to readers' interests and basic rule of books market. With a good base, books advertisement solution can be created which includes advertisement time, selection of media, and content of advertisement. Catch good opportunity, select correct public media or combine of different media and design original advertisement according to books' content, control the cost of advertisement to a reasonable level. All those planning activities are helpful for advertisement performance. With references of successful cases, this article studied mass book advertisement through factors mentioned above. Hope it can contribute certain merit to book advertisement.