Electronic games - dissemination of new media.docVIP

 PAGE \* MERGEFORMAT 15 Electronic games - dissemination of new media Newspapers, radio and television media, the traditional three major consumer group of young growing influence of the sub-group of smaller, more needle younger consumer groups to promote the manufacturers want to find a better brand or product communication channels, video games with the home the popularity of computers and the Internet became the target consumer group of 15-25 year-old device of dialogue, many foreign brands began to try to select video games for young people in this new media for promotion, let’s look at McDonald’s choice. 80 years, McDonald’s advertising theme is ‘McDonald’s and you’, mid-and late 80s, McDonald’s guide to personal consumption, household consumption, the food and family values linked to the establishment of the image of Ronald McDonald get children welcome, long-term McDonald’s promotion to become a ‘mother and child favorite place’, fun and delicious as a promoter of the theme. The twentieth century, McDonald’s research showed that young white-collar workers through greater consumption potential, and the younger age groups more in line with the McDonald’s uniform quality, quick service brand attributes. In this way, McDonald’s owners in positioning children and family on the basis of traditional markets want to attract more young consumers. The traditional press, radio and television media on the three target groups, the influence of this decline, and individual life as the consumer advocate, the traditional forms of advertising is difficult to stimulate consumer demand, to achieve the formation of repeat purchase consumer reliance on the more difficult. By comparison with a variety of advertising media, McDonald’s choice with The SIMS ONLINE (Chinese name ‘The Sims’) co-operation, ‘ad in the game’ (in-game advertising) as McDonald’s and the spread of the young consumer group access, so that Let’s look at how McDonald’s is in the electronic game to promot