Research On The Media Spread Modality Of Chinese Mobile Phone Advertising

In the industry of modern advertising, there are numerous companies competing for the market, with a mature traditional domain as well as an incandesced new one. In the times of digital media, the reform and innovation of media is leading the way of advertising. With its special spread approach, efficient promulgating method and better pertinence, the advertising on mobile phone has been attracting the attention of the whole industry as a new battlefield to fight in.According to the dictionary, the word"modality"means"the shape and state of an item". In this paper, we refer the"spread modality"to the broaden sense, which means the comprehensive spread modality with the specific technology and ways of spread, attribute of media, mode of operation as well as actuality and trend.Based on the fundamental principles of advertisement and communication and a thorough research of advertising media of mobile phone we explain the concept of mobile phone advertising through some typical cases in this paper with a comprehensive analysis on it as well as the description of its influence. From the aspect of spread technology, we divide the mobile phone advertising into the SMS ads, the network ads and the audio ads; while in the field of commercial management it can be classified as the push type, the pull type, and the mixed type. On the other hand, we predict the prospect of the mobile phone advertising from the aspect of the challenge it faces and its prospect and draw a conclusion of that the complex of the depart market will be the main stream. The spread mode of mobile phone advertising will gradually turn into a bilateral way from the traditional unilateral way, which means the primordial rough"push mode"will change into the"pull mode"whose core is the message receivers. Such accurate management with strong pertinence gives the initiative to the receivers who will really become the main role during the course of spread. Finally, in this paper we use the writer's mobile phone as the sample to survey the mobile phone advertisement combining the network questionnaire. After anatomizing the result of the survey, we propose a countermeasure aiming at the value and brand to solve the problems such as the low credit and the extensive management. The suggestions are as following:First, we should liberate our mind and change the function, then turn into the information collection and promulgation from the simplex advertising promulgation in order to meet the receivers'requirement as we can enhance the core value of information service. So that the receivers will become the participant, even the director of the information spread process.Second, we should promulgate the authoritative effective public information by cooperating with the government and promulgate the fashion valuable consuming information by cooperating with some famous brand. By this way, we can build up a right and responsible image of advertising producer.Finally, we must enhance standardization of the mobile phone market by legislation and the guild. At the same time, a detailed transparent public flow of advertising must be established, to bring the reserving and canceling course of advertisement are both under the control of the receivers, so that the receivers can get the priority from the very beginning .The core value of this paper is to explain the mobile phone advertising from the aspect of modality comprehensively, and thoroughly research the domestic manage mode of the mobile phone advertising. Especially, the quantitative and qualitative analysis on the SMS advertisement is given in this paper. Aiming at the problems existing in the SMS advertisement, we propose the countermeasure in a brand new way; consequently offer fresh ways and methods to the development of the SMS advertisement.This paper can be divided into seven parts. Part1: to sum up the research of this paper in the issue's value, literature summary and research method respectively. Part2: to thoroughly research the media and the current status of the mobile phone advertising. Part3: to classify the mobile phone advertising from the aspects of spread method and manage mode. Part4: to predict the trend of the mobile phone advertising. Part5: to survey the market of the SMS advertisement and propose a plan to solve the problems that already exist.