Study On Advertising Vehicle And Strategy Within New Media Environment

New technologies changing has promoted the rapid development in the media industry, and accelerated the development of new media. A few years ago, for the majority of people still unfamiliar with the network and mobile phone messages, outdoor advertising and other media forms are becoming more and more popular, to gradually invest in the traditional media advertising part of the cost of the transfer to new media. Rapid and massive media development breaks the existing time and habit entirely of contacting the media to the consumers. The trend of "media fragmentation " is increasingly obvious, but in the new media advertising and the rapid development of the " fragmentation " trend, In a certain extent, Advertising owners and advertising companies are still consider there is no way to escape the traditional media advertising in the investment and operation mode, that can not to take advantage of new media advertising investments completely.Therefore, in the face of the good prospects for development that the new media advertising to the owners and advertising companies, research how to using the new media advertisements for maximizing based on the research of the characteristics of the new media, is the point of this paper. The second part of the article analyzes the features of the new media advertisement, after integrating the feature of the new media's advertisement and the"fractional " trend, the new concept on advertisement input directed by ad vehicle should be established. At the end of the advertisement contains new media strategy with the operation of some of my own proposals.