摘要：An appropriate advertising mode selection and allocation of advertising budgets considering advertising budget constraints are developed with the game theory and optimization *** results show that the advertising budget and the weakening factor of the online advertising effects on the traditional advertising affect sellers advertising,pricing strategies and budget *** effectiveness of combination advertising is a Pareto optimum relative to the traditional advertising in a certain *** weakening effect of the online advertising on the traditional advertising has a nonlinear effect on the advertising strategy and pricing *** addition,sellers choose combination advertising with different budget constraints,and there is an optimal budget allocation *** certain cases,sellers can obtain an optimal advertising expenditure less than the budget *** sellers adopt combination advertising with enough budget,they do not invest in traditional advertising without ***,compared with enough budget,when sellers adopt combination advertising with budget constrain,sellers do not decrease the advertising allocation of online advertising since online advertising is more efficient.