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Research on Message Advertisement by Cell Phone’s

Author: JiaLi
Tutor: SongRuoTao
School: Henan University
Course: Journalism
Keywords: mobile media SMS advertisement supervision marketing model
CLC: F407.6
Type: Master's thesis
Year: 2009
Downloads: 473
Quote: 2
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Abstract


With the popularity of the mobile phone, it stands out as a new advertising media. Message advertisement of the mobile-phone is the form of advertisement that issues the production、service、concept and so on to the customers based on the platform of the message and mobile-phone message as the medium. Comparing with the traditional advertising media, message advertisement of the mobile-phone has the advantages of large number of potential users、dissemination of real-time speed、the high rate of arrival、released can be controlled、precise audience、interactive、personalized and so on.Message advertisement of the mobile-phone is the primary form of the mobile-phone advertising. It has advantages of mobile media, but it’s form and content are easy and has a lot of defects, such as violations of personal privacy, numerous adverse information, the lack of supervision, low degree of acceptance of the users, simplex running mode, the lack of refinement operators, Low release threshold, the market’s chaos and so on. Because of the lack of legal supervision, a lot of malicious and mandatory message advertisements push into our mobile phones, which not only dirty people’s clean room for exchanging information, much of the message with the nature of fraud also had extremely bad impact to the society. These questions lead the people deeply hate the message advertisement and many businessmen are suspicious of this approach. To remove these obstacles and shape up the message advertisement of the mobile-phone in China, we should make a fuss in cultivating advertisement users, enhancing content production, improving the service, setting up a reasonable marketing model, introducing relevant policies, strengthening supervision and protecting of consumers’ privacy and so on.3G technology is the catalysts and the direction of the message advertisement of the mobile-phone, which represents the trend of the mobile communications. With the improving of 3G technology and user awareness and forming of the operating mode, message advertisement of the molile-phone can carry the mode of transmission and content of various media faster and better.

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CLC: > Economic > Industrial economy > Industrial economic theory > Industrial sector economy > Electrical and electronics industry
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