3G时代手机体广告运作.docVIP

3G时代手机媒体广告运作 ——以新浪微博为例 [摘要] 随着我国高新科技的不断发展和进步，3G技术已经逐渐成熟和完善，同时在在3G条件下，手机作为媒体广告的功能和优势被充分的显现出来，3G时代手机也越来越多的被应用于广告宣传领域，同时各种企业和品牌也逐步涉入到3G时代手机媒体广告中来，这给3G时代手机媒体广告的发展带来了更为广阔的前景，本文从3G时代手机媒体广告的国内外应用情况着手，以新浪微博为例对3G时代手机媒体广告运作进行了整体设计、广告运作的理念、传播力度、参与方式、活动选题等方面的分析；同时在此基础上提出了其在广告运作考虑的角度、广告运作的方式、广告运作的费用等方面存在的不足，并提出了相应的对策，希望对我国3G时代手机媒体广告运作能起到一定的理论指导作用。 [关键词] 3G时代；手机媒体；广告运作 3G era of mobile media advertising operation --- Sina micro blogging [Abstract] Along with our country high technology unceasing development and the progress, the time of 3G has gradually matured and improved, under the condition of 3G mobile phone, as a media advertising features and advantages are shown adequately, the era of the 3G mobile phone is also increasingly being used in the advertising field, at the same time, all kinds of enterprises and brands are gradually involved into the 3G era mobile phone media advertising, this gives3G times mobile phone media advertising development brought more broad prospects, this article from the era of 3G mobile phone media advertising application situation at home and abroad begin to Sina micro-blog, as an example of 3G times mobile phone media advertising operation of the overall design, the concept of advertising operation, Dissemination, participation, active topics in areas such as analysis, and puts forward its advertising operations point of view, advertising, advertising operation of the operating costs of the deficiencies, and put forward the corresponding countermeasure, the hope of Chinas era of 3G mobile phone media advertising can play a certain guiding role of theory. [Key words] The era of the 3G; Mobile phone media; Advertising operation 目 录 摘要 2 目录 4 1 绪论 6 1.1 文献综述 6 1.1.1 3G时代手机媒体广告运作的国外研究现状 6 1.1.2 3G时代手机媒体广告运作的国内研究现状 7 1.2 研究框架 8 1.2.1 研究目标 8 1.2.2 研究内容 8 1.2.3术语说明 8 2 3G时代手机媒体广告运作的基础条件 9 2.1 3G时代手机媒体广告运作的技术条件 10 2.2 3G时代手机媒体广告运作的资金及政策条件 10 3 3G时代手机媒体广告的现状——以新浪微博为例 12 3.1 3G时代手机媒体广告的价值与优势 12 3.1.1 广告信息接收终端的特性优势 12 3.1.2 手机广告实现了真正意义上的精