| The competition among business firms becomes fiercer in the current information era, whereas the cost of traditional advertising fashion rises unceasingly. Therefore, more and more businesses have been realizing the huge commercial profits brought by the short message services (SMS). As the rapid growth of cell phone users, SMS is swiftly developed. As a result of the numerous cell phone users and the short message's features, such as wide coverage, better pertinency, low price, high receive-rate, which are superior to other medias, it's tempting for those ad agents to use the SMS as ad publishing platform, which is even regarded by professionals as the 5th media after the Internet. As a matter of the fact, the advent of SMS leads to the arrival of short message advertising (SMA), which is prevalently put into use in reality.However, SMA is in possession of such considerable potentials and broad prospect, junk messages frequently emerging make users distrust of the SMS. It turns out an urgent problem to seek an approach pushing SMA of users'interest without forking junk messages.A new approach to distilling users'interest, according to which commodity ads of their interest are delivered, is proposed based on the research on the short messages that users have received and sent. This approach takes advantage of existing data mining (precisely, the text mining) thechnology, considers the features of short messages (such as short content, dispersive topic) and explores a method suitable for short message. On one hand, the method analyses the short messages and derives the interest and ponderance of users. On the other hand, it studies the feature of the to-be-published ads and concludes the protential consumers of the ads. More accurate ads publishing targets are gained as both the users'ponderance and interests are taken into consideration. Not only the cost of ads publishment is put down, but also the impact is greatly improved when applying this method in reality. |
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