短信广告的接受度及适用性研究

无线营销时代已经来临,短信广告是其主要形式之一。研究发现,国内与国外的受众对短信广告的接受度有所不同,国内受众仅在一定程度上接受短信广告这一新兴形式;最适合通过短信传播的商品或服务是文娱活动,其次为日用品;最适合的广告类别是促销广告;解决受众在信息供求方面的矛盾是提高短信广告效果的关键。上述研究结论可以为营销部门提高短信广告的经济和社会效益,进行无线营销提供有价值的参考。

The era of wireless marketing is coming, and short message becomes one of its forms. Study shows that the rate of accepting home and abroad is different： the receivers home only accept this in some certain degree. It is more convenient to spread the goods or services of entertainment activities. Next should be daily goods ; promoting advertisement is also very proper to spread in this way. The key to promote the effect of massages is to solve the conflict between demand and supply. The above conclusion can help to promote the economical and social effect of short messages and provide valuable reference for wireless marketing.