Study On Models Of Mobile Media Advertising Within Fragmentation Environment

This dissertation focuses on Models of Mobile Media Advertising, within a fragmentation environment via analysis of mobile media and its advertising role, so as to study it current models and potential development in future.It starts to illustrate the fragmentation. Hereafter, it pictures the theory of Mobile Media and its unique advantages as the 5th media supported by 3 Generation technology within the fragmentation environment. It believes in this dissertation the mobile as a brand-new media is born a special advertising media, outstanding with 4 features of Defocusing, Orientating, Interactive and Timely. As a result, its operation differs much with those traditional casting ones, but derivates a new adverting model from Defocusing and Orientating. In China, major advertising models include PULL, Terminal Embedded, PUSH Mobile Marketing, Bind, On-demand and Up-Down.From the analysis undertaken above, the operation of Mobile Media Advertising is based on the integration of segmented media forms and features from the angle of defocused market. It's predicted that in future advertising, Mobile Media Advertising will overcome the shortcomings of other media in Precision, Interaction, Initiative and Quantification and the like, by transferring the initiative from advertisers to consumers in the model of PUSH or more optimized ones instead of PULL. In this case, consumes retain the rights to choose their favorite information and become the real focus of advertising. However, Rome was not built. in one day. As a new industry, it costs time to develop Mobile Media Advertising into a mature model, so does the study on it which means much in both current and future advertising.