Research On The Innovation Of Advertisement Planning About Context Of Media Integration

The media industry has entered a stage of multi-media which has been co-existing and gradual integration. Especially because of the popularize and deeply penetrate of the Internet and digital technology, "great convergence" of networks, media, communications has been appeared, So that the audience shows the trend of "debris", their attention has been extremely scattered, becoming multi-media consumer. to capture consumer psychology and behavior became more and more difficult. All these developments demonstrate that sub-human has entered the times of the public dissemination. There is no doubt that these changes is bound to give the advertising industry which closely with the media impact. Putting an advertising to any other single media would have a product or brand become famous has been a thing of the past era, the traditional operation of ads have been increasingly revealing its flaws. How to "recruit" the audience with a limited budget, then moved their hearts, let they participate in, and unknowingly accept advertising information, it has become a question that be worth people food for thought.Based on the media convergence, the thesis illustrates the influence of media convergence to the plan of the advertising from media status, media technique, sales environment and audience analysis and it mainly takes on the four aspects. First, the media convergence influences the advertisement aim audience. The second is the influence on the advertising orientation. The third is on the advertising information and the fourth is the advertising media. And than, the thesis illustrates the four solutions of creative ads plan, including ad market research innovation, ad targeting innovation, ad creative performance innovation, ad media delivery innovation. In this innovation content, ad market research innovation reflected in price-oriented of ways and means of investigation as well as accretion and interaction of the aim audiences; ad targeting innovation shown in spread and granted the image of one side as well as the unified image of related communication parties; ad creative performance innovation reflected in different and compatible layout of ad as well as diverse and scalable unity of ad performance; ad media delivery innovation shown in compose putting of old and new media as well as putting of new media. According impact and innovation of the foregoing content, the final paragraph sums up that the two kinds of ad planning model of innovation. That is, integrated mode, continuous mode. And the thesis painted their model pictures. Finally, the thesis will analysis the innovation content and modes from the Nokia's creative and innovation case, that is Nokia's music phone Brand Marketing case.The operation of the new ads have been tried in the industry, advertising planners increasingly need to have extraordinary strategy and courage, and demand for sense of innovation have become strong more and more . All aspects of advertising planning are relatively new, innovative never-ending, this article have come up with some innovative Factors and models , its Purpose is to better guide the industry's advertising practices, for their use.