Abstract: The emergence of online media brings challenges to marketing effect through traditional media. Integrating different media resources effectively in different product management processes has become a key issue. Based on the utility theory,this paper takes TV advertising,social media advertising and e-commerce platform advertising as the research subjects,and studies the marketing utility of traditional means of marketing communication and online media communication methods at different stages of different product management processes. The results show that under different product types, the information value ratio transmitted through traditional media communication and online media communication is different, and their correlations are opposite. For different online media communication methods, the information value ratio and the marketing effect is different in the early stage of the product life cycle, while in the later stage of the product life cycle, the product type will bring a totally different marketing effect. This paper demonstrates the dynamic evolution of marketing effects of traditional media and online media in the operation stage of different product types, and thus provides some reference for the management of marketing communication tools for enterprises.

Key words: traditional marketing, online media communication, product life cycle, utility theory, marketing effect