The Investigate And Case Analysis Of SMS (MMS) Advertisement And The Development Forecast

From domestic 3G standard TD-SCDMA first be used on April 1,2008 to telecommunications restructuring on May 23,and then,in August the use commitment of 3G in The Beijing Olympic Games, all that foreshadowed China has formally entered the 3G era in 2008. The 3G network development will bring the huge change,content and applications of mobile media are facing tremendous development space. Which brings to unprecedented new opportunities for the development of mobile advertising.The first chapter of the report mainly introduces the definition, characteristics, morphology of the mobiles advertising and its overview of development in domestic and overseas. In Chapter 3, cell phone short message advertising selected as research object, do the user analysis, industrial chain analysis and marketing strategy analysis, survey questionnaire of the major audience to learn the user's try experience. Through analyzing the advantage and deficiency of mobile phone messages advertising, and understanding the attitude and cognition of audience to mobile phone messages advertising, to predict the the development trend of the handset media advertising in 3G era. In The fourth chapter,Madhouse was selected as the study sample, preliminary,MMS advertising was analysised in structure layout and content editor in a simple way.6 advertising media case was randomly selected and analysised its activities, program goals, background, solutions and effect, through the comprehensive comparison and induction, and Summaried its experience and model, even putted some Suggestions, for providing theoretical basis of operation strategy of mobile media advertising in 3G era.The conclusion:first, as a flood of spam messages, at present,the acceptance of SMS advertisment is still limited.Second, because mobile media is The emerging fifth media, and still not mature, the current audience is mainly young people, whose consumer feature showed many kinds of change, to which bring huge mobile advertisment market. Third, mobile phone users mainly interested in entertainment and information advertisment, the most users choose to receive advertisment in spare time,which word within 20 is advisable. Fourth, I think,based on the change of customer cognitive habits, and raising the level of advertisment production and the technology constantly updated, mobile media advertisment will toward free melt, the accuracy and interactive direction on the 3G era.