Research On The Survival And Development Of Advertising Under The Context Of Digital Communication

The survival and development of advertising have been encountering unprecedented challenges under the context of digital communication. As tremendous changes have occurred in the social communication environment and marketing environment on which the survival and development of advertising rely, what are counter-measures from advertising? This Thesis takes the foregoing as the key context and impetus for study, and discusses the very question regarding the survival and development of advertising from three aspects, specifically surviving form, industrial form, and conceptive form, of advertising respectively.As the development of advertising conventionally follows the track of a new communication technology-a new medium form-a new advertising form, this Thesis first brings the evolution of medium form under the context of digital communication into study range, and divides it into three stages, namely (i) digital transformation of traditional mass media, (ii) fusion of medium form, and (iii) media’s ultimate databased survival. In the subsequent discussion, the Darwinism is adopted as this Thesis’analysis pattern where it is argued that the surviving form of advertising under the context of digital communication will evolve through three phases:continuation and innovation of traditional advertising; rise and application of digital neo-medium advertising; and overturning revolution of advertising-databased survival. Under the context of digital communication, media fusion leads to a boundary fuzzification of medium form and a pan-form feature emerging in advertising, as informatization and interaction are the essential requirements for the surviving form evolvement of advertising. When media step into the ultimate-form stage of databased survival, advertising databases become the ultimate surviving form of advertising under the context of digital communication as only they can make the advertising features of both informatization and interaction prominent. It is the view of this Thesis that professionalism is the kernel connotation of advertising-databased survival. CM agencies and niche database vendors are creators of advertising databases, and Internet and digital TV’s exclusive CM channels are two key release outlets for advertising databases. Advertising databases will set up two profiting modes based on content sale and e-commerce.Any change in the surviving form of adverting under the context of digital communication will consequentially result in a change in advertising sector. This Thesis holds that CM agencies are, based on the industrial positioning of information service sector, proactively exploring the way to operate advertising information on diversified media platforms and become operators, integrators and communicators of information. The advertising sector under the context of digital communication will transform into a "grand advertising sector", viz. such industrial form as shaped by the industrial fusion based on the marketing communication sector and as beyond the traditional advertising sector’s boundary. The aforesaid industrial form requires that the advertising sector should shine its core competitiveness by a profound professionalism, vertically integrate its industrial chain, and make a reasonable adjustment of CM agencies’organizational structures.Advertising under the context of digital communication will welcome the return and upgrade of the informative-function concept. The return of informative function of advertising is the inevitable development trend of advertising under the culs de sac of the increasingly expanding inductive function to the extent that the self-development of the advertising sector is jeopardized. The upgrade of informative function of advertising can be observed from three aspects:firstly, advertising marketing concept fundamentally transforms from tooling rationality to value rationality; secondly, informative content of advertising upgrades, i.e. advertising as informatization platforms should approach the complete commodity information; and thirdly, informative form of advertising upgrades, i.e. both buyers and sellers interact in terms of information, In respect of advertising, the survival of its niche databases and the upgrade of its informative-function concept are geared each other, and the development of digital communication technologies facilitate a crucial technical guarantee for the upgrade of its informative function.