The Operation System Of Sports Advertising From The Vision Of Media Environment

With the boom of the sports industry, the unique advantage of sports advertisement has been gradually found, increasing number of advertisers choose sports advertising as a way of promotion.In the previous traditional media environment, the operation system of sports advertising has shown lots of uniqueness. In recent years, the emergence of new media has changed the traditional media environment, and influenced all aspects of the operation system of sports advertising. Some new characteristic of sports advertising also emerges.By the method of literature and case study, this paper makes a deep analysis of the operation system and the basic characteristics of sports advertising. Then combining with cases, studies on the new characteristics of sports advertisement in the new media environment.Through the analysis of advertisers, intermediary organizations, media, information content, target audiences and the whole system of sports advertising, it summarizes the sports advertising system operation mode, thus finds that sports advertising has a characteristic of weak commercial and high risk. Moreover, during the implement process of its planning, the marketing and use of sponsorship aiming at sports fans are also its characteristics. In the context of new media, the emergence of newly-developing media not only hastens more advertising media, but also has brought profound changes to the whole system of sports advertising, which reflect in the change of roles among advertising media, intermediary organizations and the audiences, more accurate target audiences positioning and advertisements presenting, more creative advertising content and more flexible form. In addition, it promotes the trends of advertising media integration, brand spread and so on.