Advertising Of Online Games: A Research Of The Tactics Of Development

At present the advertisement of online games has developed and been put to use, some famous enterprises like MacDonald have attempted this new advertisement medium; a fresh batch of advertising agencies who specialize in advertisements of online games are born. In China, this new ad medium is not known or well known, which has not been widely applied with the exception of some well known brands in the world such as Coca cola; there are only a few cases in this connection and for example, the advertisement cooperation of online games between shanghai Volkswagen, China Mobile and Tsinghua Tongfang with Snda Entertainment. Given the domestic and international studies situation, the research has been confined to the stage of introducing and analyzing cases, and fostering the market, and predicting the prospects of the new ad medium's application, while systematic theories of or related to the study of the advertisement of online games haven't turned up yet.This essay, which employs management theories of medium, marketing principles and communication theories, etc, puts forward that we should look the advertisement of online games as the major source of revenue for online game marketers and the market outlook is very favorable. It is well-known that we internal online game developers are now awkwardly situated. This paper also applies theories of medium marketing and consumer behavior to study the advertisers and audience of game ads. According to 4Ps theory, the paper introduces how to design product marketing strategy, pricing strategy, channel strategy and sales promotion strategy for the new ads medium. Furthermore, effect assessment strategy of the advertisement of online games has been preliminary discussed as well.The article gives an overview of the current stage and development trend of online games both at home and abroad, too. It offers an opinion that online games are ads mediums, and adopt method of literature review and case analysis to give the internal online game marketers some constructive proposal and development strategy.Something new in this essay lies in the overview of current stage and the theories background of online games, regarding the online game as a new ad medium, and paying attention to it with theories of communication and medium marketing, furthermore, to perceive and analyze online game ad, and proposing some innovative development strategies.