Online Classified Ads Based On Communication Superiority Study

In the field of advertising, online ads have got dramatic development these years. Recently, Online classified ads—kind of online ads attract more and more attention. It has been regarded as one of the most important weapons in the internet communication activities, such as"the disaster of newspaper","the strength of web 2.0".Online classifieds was popular in western country for many years; some of them have been a part of people's usual life. In China, the same thing is taking place. Parts of the leading online website have set up online classifieds department, trying their best to make it stronger by learning from the western counterparts. Despite of these efforts, the current situation of China online classifieds ads is not satisfactory and mature for many realistic reasons.Online classified ads brought a lot of miracle in advertising. In this paper, the attention was paid to the successes of online classifieds and resents of it. Because it's a new subject in online advertising research, chapter one tries to introduce its categories, characteristics and function, as well as tells a new scope of online classifieds.Based on theory and analysis the conclusion was drawn to the strength of online classified ads: advanced communication model, strong audience's interactivity, and satisfied the need of audience.Thinking of the practicality, the study puts emphasis on the angle of practical operation. Combined with the theory of"Use and Gratification", chapter 4 launches a case study of"the operation of craigslist.org". The dissertation investigates the developing experience of craigslist.org, in order to find the reason why online classified ads made success. And this dissertation also makes a conclusion that online classified ads have changed traditional communication system, even better than traditional media and internet media.The last chapter is the summary of the whole dissertation. There are some insufficient parts in the research: the disadvantage of online classified ads, and management of this kind advertising. With problems have been found and not, this paper still need to be improved,...