Discussing The Restrictive Factors And Countermeasure For The Development Of Internet Advertising In China

Internet Advertising has already been the most important source of income for Website companies as a rising advertising form. Compare with traditional advertising, it possesses obvious advantages in technique. Its forms of expression are being improved and the total amount of advertising moves up. Most people are optimistic about the future of Internet Advertising as the Internet develops in high speed.The thesis has a short statement of development course and technical advantages of Internet advertising. Using the theories of psychology and mass media,the thesis analyzes the restrictive factors for the development of Internet advertising. In allusion to the misunderstanding on Internet advertising, the thesis points out that the main target of Internet advertising communication should be changed from marketing to brand spread, the communication manner should be "admission style" instead of "constraint style" . In conclusion three countermeasures are put forward.