The Mobile Phone Advertisement Communication Strategy Research Based On The Characteristics Of Audience

As a new advertising media, the mobile has been valued by advertising operatorsmore and more. Meanwhile, it’s advertising market potential is also in constantexpansion with the rapid growth of mobile phone users. China mobile advertisingmarket develops rapidly. It benefits from the mobile terminal development, policy andtechnology support. The most important point is it has a huge audience group--mobilephone users. Up to2012, there have been one billion mobile phone users and themobile advertisement audience subdivision group also becomes more and morecomplicated. It is especially important to research the advertisement audience toachieve the best mobile advertising effects.This paper aims to analysis the feasibility communication optimization strategy ofmobile phone advertisement responding audience advertising information demand,namely, to research and analysis the mobile phone advertisement audiencecharacteristics to make audience segmentation, to provide corresponding mobile phoneadvertisement dissemination strategy based on audience demand in the advertisingcommunication process. Aim to enhance the audience satisfaction and to realize themobile phone advertising effect optimization.The author sums up the characteristics of mobile phone advertisement audiencethrough the literature law and the network questionnaire survey. It shows that themobile phone advertising audiences have certain group characteristics, includinggender, age, education, occupation, income and other aspects. At the same time, theyalso show certain psychological and behavioral characteristics, such as attitude,motivation, demand characteristics and advertising information contact, choose, useand evaluate behavior. Then analysis these factors by questionnaire, software EXCELand SPSS17.0were used in the research.In this paper, combining with the results of previous studies and relatedconsulting survey and the questionnaire study, the author analyzes the current mobilephone advertising communication situation based on the audience characteristics. Thensummarize the meet situation and the problems need to be solved.Finally, the corresponding communication optimization strategies are summed uptargeting the existing problems, advertising information content and audience demandmatching, mobile phone advertisement offensive and forced spread lead to numerousrebellious psychologies easily, information search cost data flow increasing audiences expenses included. They are: enhance the content between the advertisement information andthe audience, make the advertisement information useful, Strengthen the audience recognitionpsychology，improve the ad information feedback timeliness. In order to achieve the mobile phoneadvertisement dissemination effect optimization.