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手机报发展现状、广告特征及其模式初探

Development of current mobile newspaper and introduction of its' advertising features and patterns
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摘要 作为新一代数字通讯技术手段,3G牌照的发放引起了社会广泛的关注。手机作为一种新媒体,必将加速与报纸媒体的整合。手机媒体与报纸媒体的整合现状主要有三种模式,一是彩信版模式,二是手机报订阅用户浏览手机报的WAP网站,三是最新出现的掌信型模式。手机报广告具有"一对一"广告加强,信息服务个性化、即时接收和动态传播、商品信息生动,更具有可读性、广告反馈快速及时等特征。手机报广告模式存在广告信息3G化、广告互动性和自主性加强、手机报广告产业链完善等发展趋势。 As a new generation of digital communication techniques,3G license issuance has aroused widespread concern.Mobile phone as a new media,is bound to accelerate the integration of the media and newspapers.There are three kinds of models of the integration of the Mobile media and newspapers:First,MMS edition model;Second,the mobile newspaper subscription users to browse Website of the newspaper WAP;Third,the latest palm-type pattern.Mobile newspaper ad's features are as follows:strengthen "one to one" advertisement,personalized information service,real-time receive and dynamic communication,vivid product information,much more readable,fast and timely feedback.Mobile newspapers' advertising trends model are as follows:3G-based advertising information,strengthen interactive advertising and its'autonomy,improve mobile advertising industry chain.
作者 崔磊
出处 《湖北师范学院学报(哲学社会科学版)》 2010年第5期109-111,共3页 Journal of Hubei Normal University(Philosophy and Social Science)
基金 湖北师范学院研究生启动项目<新媒体广告传播研究>的研究成果之一 项目编号:2008D01 湖北师范学院教学研究项目<广告学专业课程体系建设研究>的研究成果 项目编号:200803
关键词 手机报 广告特征 广告模式 Mobile Newspaper advertising features advertising patterns
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