The Study On The Gratification Of Advertisers Using The Search Platform To Release Information

The new media advertising that is booming has become a new focus of the advertising industry, and now the rate of the new media advertising’s revenue growth has exceeded the rate of the traditional media. The internet advertising is the leader in the new media advertising, and it has become the second largest media in the scale of its income. Its income is second only to the television advertising, and the search engine advertising has been becoming a new trend of the online advertising’s development.In this paper, a content analysis about the relevant information of retrieving fifty enterprises through the information search platform is made in order to understand the condition whether the advertisers are satisfied with the info diffusion through the information search platform.In this paper, the literature review is made closely around the following three questions. The first one is that:what is the uses and gratifications approach of the info diffusion? The first theory is cited in this article is "uses and gratifications" theory. The second theory is cited is "information content" theory in "search content" advertising model, the theory is proposed by the professor Shu Yongping. The two theories above express the viewpoint:the study of the active choice of media to meet their individual needs is made from the user’s point of view. The second question is that:which the search platforms should be selected or which are the search platform advertising ways? There are six channels of publishing advertise to be made as the research content in this paper, the channels come from three major search engines including Baidu, Google and Tencent SOSO. The third question is that:which advertisers should be chosen to be the research subjects? In this article, the fifty companies which are ten different industries come from five hundred enterprises in China are extracted to be as a study sample.In this paper, it uses literature research and content analysis to be as a research method. There are the following three innovation points. The first one is that:the research perspective has innovation. The second one is that:the research content has creativity. The last one is that:the research method has value. In this paper, the nine questions are raised by four perspectives which are "the advertisers, the info diffusion, the search engines and uses and gratifications", and some discoveries are proposed by survey:The advertisers’info diffusion consists of the following four sections. The first one is that:From the source of the information perspective, the retrieved information is divided into two parts:advertisers publish their information and the third-party information. From the number and location of the information, the number of third-party information occupies the dominant position, and the information published by the enterprise is dominant position on a web page. From the form of information, the information what is searched by the search engine show that the repeated information is very much, the interactive information is less and the information combined with graphics and content is lack too. From the medium of the information distribution, many enterprises usually publish their information through Baidu search engine, and Baidu search engine is efficient in retrieving the business-related information.The advertisers’uses and gratifications consist of the following two sections. The first one is that:the insurance industry and the professional retail industry are more adept at using the search platform. The second one is that:in the survey, the information of the advertisers’sales is far more than the one of their brand images, so the majority of enterprises only use the search platform to meet their purpose of the growth in sales, rather than focus on the establishment of their brand images.The new media has brought the "digital revolution", and the online media is a leader of the value and opportunities of the revolution. In many manifestations of the online media, the search engine becomes the leading role due to its business model and results of the direct spread of information in the revolution. The search engine for its accuracy will be more and more the favor of advertisers. So the uses and gratifications research that many advertisers use the search engine to publish their information will increasingly become a focus of the academia and the advertising industry.