Advertising Characteristics And Problems Of Online Games In China

Online game industry is a sunrise industry in our country, has been developing rapidly, however, in recent years, with the increase of game development costs, many small and medium-sized online game enterprises unable to on the cost of bidding and game development and big business competition, so they will "break" the emphasis on the marketing of the game.Online advertisement, as a kind of effective means of advertising get their favour.Advertisement is different from general advertising, however, it can realize the products with the help of "celebrity effect" fast information transmission, but improper use may even is the enterprise of product image of adverse impact.An online advertisement of our country since 2001, has been 14 years of development history.As an important branch of online advertising, it has been praised by the industry’s attention, confusingly, online advertisement though rapid development seems to poor reputation, the industry has too many reports of this, but these reports are mostly one-sided criticism of online advertisement.Online advertisement of the real situation how, whether it really as deeply as reported in the evaluation of chronic?The author based on the above two questions, randomly selected from the advertisement of calendar year 149 samples, from advertising type, form, face situation, delivery time and channels, the contents of advertisements appeal five aspects has carried on the content analysis to these samples.Finally found, an online advertisement of our country has the following characteristics: advertising activity union type;Form for small window ads;Spokesman group gender differences, mainly female star;Advertising time, give priority to with community website;Advertising appeal point mainly for popularity with sexual attraction.In addition, an online advertisement of our country’s problems are not hopeless, the problem of improper focus mainly concentrated in the homogeneity and the choice of face.Advertising, in the process of open AD innovation and reasonable spokesperson selection can improve the online advertisement are faced with the problem.