| The rise and fall of the advertising industry has been regarded as a weather vane of economic trends. Just like the steady and rapid development of China’s economy, the development of China’s advertising market during recent years has become the focus of the global advertising industry, and it has added vitality to the world advertising market which now is floundering in every aspect. With the change of time, the complexity of the ad delivery methods and techniques has been greatly improved,, and the traditional communication concept "widely advertise" and delivery method "here and there" have been gradually challenged. How to analyze the advertising market and the audience and advertising pointedly in order to reduce cost and increase the efficiency of advertising has become the research direction of modern advertising.In this paper, the dynamic clustering analysis, a novel technology model, is used to comprehensively analyze the way which decides the ad delivery methods and the behavior characteristics of the targeted audience, which gives a strong theoretical support to the clients and media agencies in the country who are in the way of deciding to release ads.The paper first analyzes the characteristics and status quo of China’s advertising market, which leads to the problems that advertising industry now is facing; then the paper elaborates and analyses in detail the targeted audience which influences advertising. The following part of the paper establishes a model of the dynamic clustering analysis, which is used in a specific case of advertising, and proves how to use the dynamic clustering analysis to solve the problem that how to advertising pointedly and to achieve the goal of reducing cost and increasing the efficiency of advertising. Based on the above theories and models, the final part of the paper looks forward to the prospect of the development of China’s advertising and proposes relevant solutions and suggestions. |
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