Research On The Medium Delivery Of An Advertising Under Media Convergence

With the rapid development and wide application of digitallization and media technology media, China is experiencing dynamic changes happened in the media field which is called "media convergence":the original borderlines between traditional media is no more clear but gradually melting, at the same time, just like the mushrooms after the spring rain, lots of new media with different forms have come up in succession. As we know that media is the one and only carrier during ads communication, information including in an advertisement must rely on at least one kind of medium or spread channel to reach its effect. That's why even a tiny change happen in media's features, functions, forms as well as the developing trends such as the convergence, would have made a great impact on the advertising industry, and the condition of media planning would change by corresponding.Proceeding from the actual situation, this thesis gave a quick review of research on the background "media convergence", and then on the basis of the conclusion from specialists and scholars worldwide, the author analyzed the impact resulted by the convergence such as:the more difficult media planning resulted from new media's time extension and space expansion as well as the further subsection of the media audiences; Otherwise, diversification of media's modality and contents brought out the rich diversity of advertising media mix. At the same time, optional media's time interval was shorter, the number of ads on optional media was larger, which promoted the specific character of media arranged period; With a highly intensive, complex and generous network, advertisers'media geographical selection could be precise enough to lead the ads reach their target people. At last, the author brought forward some effective measures to cope with media convergence, presenting the overall principle of advertising media casting including four principles of effectiveness, integrity, conservation and interaction. Secondly, the strategy in media selection:to pay more attention to the choice and application of new media, to rethink the choice of traditional media. Thirdly, the responses strategy of media mix:to make complementary combination of the primary and the secondary media or combination of different media types. Fourthly, the responses strategy of media schedule:to regulate delivering time interval as well as the total number of advertising media. Last but not least, the response strategy of regional selection:to piercing through the limit of a fixed market, to discriminate the primary and secondary markets. At the last chapter, the author chose Nokia N97 as a case, through analysis of its advertising strategies including the advertising principles during its market access promotion, the principle of media selection, media combination, delivering schedule as well as the regional selection.Up to now, for the appliance of new media in advertising, the industry have made lots of tries, whereas, just like any innovation's spread and sufficient acceptance, including its further development and qualitative changes must rely on a certain period of time and quantitative accumulation, it is no wonder that most advertisers nowadays are still straddling the introduction of new media in advertising. That's just the original intention of this thesis that through analysis of the medium delivery in advertising's existing conditions to search for the effective measures in order to well cope with media convergence background, and meanwhile to offer some inspirations for the industry when they're confronted with relating problems emerged in the context of media convergence.