| With the rapid development of Internet applications, the network media has become a popular choice. As a new form of entertainment, online gaming has developed a huge consumer base. In today’s rapidly developed information industry, online gaming has not only become an entertainment platfor, but also gradually formed a brand promotion and media consumption platform with high market value. The global online gaming market continues to development and advertisers have gradually recognized the advantages of online media. New media, as in interactive media, plays an important role in the future development of the advertising market.Research on the development of online advertising, is not only beneficial to the long-term interests of the online gaming developers, by providing advice and inspiration on opening up online games’new revenue models, but it is also beneficial to expand advertisers’visions and facilitating the innovative marketing model for business. This thesis is written to discuss the following aspects:understanding the characteristics and functions of online game advertising from an overall perspective, increasing the awareness of the harm of violence and pornographic advertising, so as to promote a healthy and orderly development of online game advertising. This thesis is divided into four parts:Firstly the paper gives an overview of online gaming and online game advertising, which defines the concept of the online game advertisement and analyzes strategies commonly utilized in online game advertisement, including implantable strategy and diversification strategy.On the basis of the concept of online advertising, online advertising to further analyze the characteristics that these features mainly manifested in two aspects:First, the propagation characteristics of traditional online advertising effect produced as the basis, the performance of the spread of interactive, audience fragmentation, social grouping and entertaining; Second, as a safeguard marketing online advertising effectiveness characteristics, namely low-input high return, reality and virtual conversion, business information subtle three characteristics.The unique characteristics of online advertising in the dissemination and marketing, making online advertising has a unique value and features, such as the spread function, marketing and new features, including cultural features and functions, including the public interest.Finally, based on maximizing the effectiveness of online advertising ads, articles from online games unique attraction, accurate and high conversion rates and online advertising effectiveness advertising their superiority to illustrate the advantages of online advertising development; while social policies, national, online advertising itself, the competitive environment in which the lack of professionalism and advertising measurement bottlenecks encountered in the development of online advertising and objectivity of these areas to propose; Finally, by analyzing the advantages and problems of the future development of the online game advertising trends on the function, the form of projections. |
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