| This paper has chosen China Mobile Communications, a division of brand - "Go Tone" to conduct a case study. Through the contents of multiple-year longitudinal analysis to examine their advertising, advertising demands focus, advertising creative performance of the development status and characteristics.Based on 2000 - 2005 "Yangcheng Evening News" 290 " Go Tone " advertising as a sample, using the content analysis method, the 16 can be objectively described and are useful variables were analyzed.The results showed that, from the general trend terms, newspaper advertising world - the absolute number showed a rising trend in recent years and has a relatively stable growth trend, which, in December, June, May 3 in advertisements the number living in the year-ago. In the week to Tuesday, Monday, Friday three of the largest advertising. Go Tone advertising in the newspapers put in that version of the main news, and the number increases every year, and half-page layout size to the majority, accounting for the more than half of it advertising, layout, location of the following locations mainly accounted for all advertising 79%. Go Tone advertising mainly to black and white, and will continue to be the main trend of the future. 45% of the Go Tone advertising model does not, and the use of models in advertisements also most ordinary people, and in the types of models, the larger the proportion of adult males, accounting for 43 per cent. Go Tone advertising is basically the main picture, which accounted for 83 per cent, and by location, separate accounts for the absolute advantage of up to 89%. 11 to 20 characters of the title Go Tone advertising accounted for 45 percent, 21 to 50 characters of the title 31, and 10 percent below the title characters accounted for 24%, the ratio of three different formats difference is not too large; title aspirations way based on a rational demands. In the key demands, there is no special highlight a particular aspect, "stressed price concessions marketing message," "brand image, ideas, activities," and "mobile data services" are more evenly, so advertising respectively accounted for 42.1 %, 33.1%, 24.8%, we can see that every aspect of our propaganda are more in place. Results of the study on the basis of the recommendations made by this study and the lack of reference for telecommunications employees, but also for the future of telecommunications advertising research lesson to be drawn. |
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