Media Utilization Strategies Of Chinese Public Service Advertising In The New Media Environment

Public service advertising propagation face more unknown developmentopportunity in the new media era: rich media types not only broadens thecommonweal advertisement communication channels, the new media to highlight thepertinence and benign interaction mechanism also help enhance the commonwealadvertisement dissemination effect, at the same time, the media and technology ismaking commonweal advertising production, the cost is greatly reduced, which caneffectively improve the commonweal advertisement operation capital bottleneckproblem.Therefore, under the environment of new media advertising media utilizationstrategy with an in-depth study of necessity.In the face of the new media era presented favorable development opportunity,the present stage our country public service ads did not go to make full use of theadvantage of new media to expand influence, improve advertisingeffectiveness.Empirical research results show that, in the new media environment, ourcountry’s public service ads in the media use remains to break through theconventional mode, mainly reflected in: too much dependence on traditional media;on the new media of less use of adjuvant; alternative media attention; the overallmedia use do not become dimensions.This also objectively restricts the commonwealadvertisement value orientation and Enlightenment function.Therefore, in the newmedia environment, public service ads to be truly integrated into public life, tostrategic overall arrangement, reasonable use all sorts of medium.Public welfare advertisement dissemination effect, in the operation should payattention to: to further strengthen its public awareness; the public service ads featuredwere quantified control; make full use of its "agenda setting" function of publicwelfare concept, formation of public opinion guidance; focus on communicationforms of softening and transformation, software implants, in order to achieve the idealeffect and persuade persuasion.In addition to the traditional mass media, network media, mobile phone media,outdoor digital new media, mobile TV is also under the new media environmentcommonweal advertising can not be ignored in the power of the media.We can use thenetwork media to realize commonweal advertisement spread; using mobile phonemedia to achieve public advertising point spread; use new outdoor media to achievethe effective communication of public service advertising; use of mobile TV public service advertisement propagation range extension.In the new media advertising,should pay attention to the development of diversified public advertising form, selecthighly timeliness of commonweal advertisement, flexible use of various techniques ofexpression.Complementary alternative media is a new media environment indispensablemedia types, their variety, low investment cost, comes from life and closer to thepeople, to impress the audience.Use them to public dissemination of advertisingshould use creative media, with interactive features to attract the audienceparticipation and attention, let the audience in the life reality to accept publicinformation, public perception of infection by.In the media contact a plurality of the era of new media, to let the public serviceads covering as much as possible to the largest audience, also should use the mediamix strategy, in order to achieve polymerization, strong public dissemination effect.