3000-word model essay on mobile phone.
Research on Mobile Advertising
Abstract: in recent years, the role played by mobile phones has gradually evolved from a simple communication tool to a personal information terminal, which has become the focus of attention? Fifth media? Mobile advertising is also growing. This paper will start with the characteristics and present situation of mobile advertising, analyze some problems faced by mobile advertising, and put forward some measures to supervise mobile advertising.
Keywords: mobile advertising; Audience; Advertising supervision
China Library Classification Number: F7 13.8 Document Identification Number: A Document Number:1671-1297 (2008)1-156-.
The popularity of mobile phones has brought convenience to people's communication. At the same time, with the development of science and technology, mobile phones have gradually become a brand-new media form after television, radio, newspapers and the Internet. Fifth media? This has been recognized by the industry. It seems that where there is media, there are advertisements. As soon as the essence of mobile phone as a media was revealed, people began to ponder how to advertise on mobile phones, and some businesses have already tasted the sweetness. Recently, China Unicom officially launched the mobile advertising business, which opened a new era of precision marketing and played a prelude to Unicom's expansion of information services and new media.
First, the characteristics and advantages of mobile advertising
Based on the media characteristics of mobile phones, mobile advertising refers to the transmission of advertising information to mobile phone end users by means of words, pictures, special pictures (coupons, QR codes), videos, phone numbers, mobile phone calls, etc. , and take various services as communication carriers, including SMS, WAP, voice, MMS, etc.
(A) the characteristics of mobile advertising
First, the advertising audience is huge. Statistics show that in 2006, the number of mobile phone users in China has reached 426 million, and the number of mobile phone users is close to 654.38+0 billion, which has laid a very good audience base for quickly spreading a message or advertising information.
Second, the private nature of advertising media. As we all know, mobile phones are usually shared by everyone, which lays the foundation for our fixed-point identification.
Third, it is closed. Mobile phones go with people, which creates opportunities for advertising to spread in them.
Fourth, spread widely. When short messages have meaningful value, they are likely to be forwarded.
(B) the advantages of mobile advertising
1, focus
That is, according to the characteristics and needs of consumer groups, consumer groups are divided and classified. Advertisers' interest in mobile advertising stems from the theory that mobile advertising can establish close ties with consumers. Mobile phones are very popular for individual users. Advertisers can publish specific advertisements according to age, gender and location, which overcomes the blindness of communication. Different advertising services can be provided according to the characteristics of different groups of people and the requirements of advertisers.
2. Direction
Accurate targeted marketing based on user database, accurate screening of target users, and application of targeted marketing strategies. In addition to targeted communication for specific groups, the time and frequency of mobile advertising can also be controlled, which can be adjusted to the maximum extent according to the wishes of users. Advertisers can also freely choose the publishing area according to the circulation of products, and the number of publications can be adjusted according to the audience, which is convenient for advertisers to arrange business. At the same time, through the sending system, user feedback can be counted in time, the advertising effect can be evaluated more scientifically, and high-value services can be provided for the audience and owners.
3. Interaction
Refers to the two-way communication between advertisers and end users in the process of advertising. There are many levels of interactivity in short messages. The first is human-computer interaction. In other words, the receiver has the right to choose information, can customize information, and can change the content and form of information. Secondly, it is the interaction with traditional media. The interaction between mobile phones and traditional media such as radio and newspapers has matured in some interactive programs and subscriptions; With the development of mobile Internet services, the interaction with the Internet is becoming more and more mature. This kind of interaction can combine the advertising method of mobile phone short message with the communication of mass media, and promote the brand awareness of target consumers while promoting traditional media and raising awareness. Finally, this kind of interaction can also interact with the sales terminal, which can immediately and timely mobilize the actions of consumers and make them have purchase intentions.
4. Timely
Because of the portable nature of the mobile phone itself, information can reach the audience in time, which overcomes the blindness of communication, evaluates the advertising effect more scientifically according to the feedback of users, and provides high value for the audience and owners.
5. Low cost
The cost of SMS advertising is very low. Compared with the advertising cost of hundreds of thousands or even millions of traditional media, the cost of SMS advertising is almost negligible. Submitting SMS advertisements through SMS platform is cheaper than sending SMS directly by mobile phone, which greatly reduces the advertising cost of advertisers.
Accuracy of mobile advertising
(C) the comparative advantages of SMS and print media
Example: A comparison between an ordinary city newspaper and a mobile phone short message advertisement.
1, advertising price
Municipal newspapers: 1/3 front page 60,000/issue, 1/2 front page 65,438+10,000 yuan/issue 1/3 bottom page 38,000/issue, 1/4 bottom page 28,000/issue,1/.
Mobile phone short message advertisement: each message is only 0.04-0.07 yuan, only 8,000-1 10,000 yuan is invested every day, and only a few hundred-110,000 pieces are sent. (Less investment)
2. Arrival rate/browsing rate
Municipal newspaper: 250,000 copies are issued and 400,000 people are read. According to statistics, the full page view rate is about 20% (80,000), and the half page view rate is about 5%. The browsing rate of other small pages and web pages is less than 2%, and the repeated browsing rate is generally 0. The arrival rate and browsing rate are low.
Mobile phone short message advertisement: select the essence number segment and the collected real number segment, the arrival rate is above 95%, the ordinary number segment is above 85%, with compulsory reading, the browsing rate is 100%, and the arrival rate and browsing rate are high.
Second, the basic form of mobile advertising
(1) Push ads
Advertising information after the upcoming launch of Focus? Push? In front of users, there are three forms: SMS, WAP and MMS. The core advantage of push advertising is that it can be divided into precision marketing, which is not available in other media.
1, SMS push
That is, the advertisement information is informed to users by sending short messages, which has wide coverage, can cover all mobile phone users, and has high arrival rate and low cost.
2、WAPPUSH
That is, the enterprise WAP information is sent to the user's mobile phone, and the user can click the link to view the advertising information or enter the enterprise WAP site. Its advantage lies in millions of high-end users, great development value and high audience acceptance.
3. MMS push
That is, the advertisement information is sent to the mailbox of the multimedia message user. Its advantages include large capacity, supporting different formats such as text, pictures, video and audio, and strong expressive force; 90% of business users are high-end people; Fast transmission rate and high user recognition.
(2) WAP advertising
1, mobile portal class
Similar to an Internet portal. For example, what is the WAP site of China Unicom? Interactive horizon? . ? Interactive horizon? Daily user visits can reach 6.5438+0 million person-times, which is of great advertising development value. Its users are young middle-and high-income classes, and their academic qualifications are generally above junior college. Company employees account for a considerable proportion, and they have a strong desire and ability to consume. The characteristics of user groups determine that high-end products or brands are suitable for mobile advertising, such as IT communication, household appliances, finance and insurance, tourism and catering, building materials and home furnishing, retail trade, automobile transportation, medical care and other industries will have great potential on the mobile advertising platform of China Unicom. With what? Interactive horizon? Relying on the site, China Unicom launched WAPMINISITE (enterprise mobile phone site, equivalent to mini-enterprise website) special service to provide access services for advertisers' WAP sites.
2. Wireless Internet advertising
Mobile phones are often in a time gap and mobile state when surfing the Internet, so mobile phone online advertisements should be designed according to users' usage habits.
(3) Placement of advertisements
Implanting all kinds of information of advertisers into mobile phones can be divided into permanent implantation and non-permanent implantation. Its content can be embedded in the form of screen saver, wallpaper and on-off screen, TV advertisement as video, advertising song as ringtone, brand theme game, etc., which is conducive to establishing long-term contact between brands and consumers.
1, mobile phone program advertisement
With the rise of smart phones, the advertising potential of mobile phone programs has also begun to appear. This piece can take the mode of free game software supported by advertisements for users to download. The typical software is the mobile version of the city life guide software, which provides various information such as food, movies, music, exhibitions, leisure, shopping and so on.
2. Game advertising
Advertising in mobile games.
3.Gap advertising
It means advertising when downloading mobile movies and games.
Bluetooth advertisement
Bluetooth advertising is a new media form, which combines graphics, sound, text, video, animation and other forms of expression, and is perfectly displayed on the terminal mobile phone. It not only provides novel information service experience for end users, but also provides accurate data and scientific data analysis for advertisers.
Mobile video advertisement
With the advent of 3G (even mobile TV in broadcast mode), the bandwidth bottleneck of mobile video advertising in the future is definitely not a problem. When playing the video, the advertisement link will be displayed at the bottom of the screen, which users can click at any time.
Third, the problems of mobile advertising
In the commercial society, especially in the current information society, the characteristics and advantages of mobile advertising let people see huge development space and rich value-added projects. On the other hand, the compulsory intervention of mobile advertising also affects the normal use of users. Generally speaking, there are the following problems in mobile advertising at this stage.
(a) Technical issues
1, the advertising form is single and its appeal is limited.
At present, short message advertisers are mainly in written form, with straightforward content and obvious demands. The short message capacity of 70 words limits the amount of information transmitted. Compared with traditional media such as radio and television, it has limited appeal.
2. Information security
Some mobile phone hackers specially designed some viruses for mobile phone software to attack the majority of mobile phone users.
(2) Legal issues
1, lack of relevant policies and supervision.
At present, there is no special organization to manage wireless advertising in China, and the current advertising law does not involve SMS. The first domestic personal information protection law is still being drafted, and its management is relatively backward, which also affects the stable development of the industry.
2. Legal issues of mobile phone number.
It is illegal for mobile phone operators to sell mobile phones to advertisers, and legal problems need to be solved.
3. Mobile phone number privacy.
Privacy is an obstacle because of the extreme personalization of mobile phones. How to obtain the user database involves privacy issues.
(c) operator issues
1, mobile media is considered to be dominated by telecom operators? Monopoly media?
The attitude of operators to mobile advertising will directly determine whether the mobile advertising business can continue.
2. The problem of mobile phone charges
China's mobile phone charges are high, and it's a two-way charge. It's more expensive to surf the Internet with mobile phones.
3. Spam problem
Information Spam At present, the average amount of spam received by Chinese netizens every week has exceeded the normal amount. Spam brings more troubles and losses to users who use mobile phones with Internet access. In addition, spam messages have also become a major public hazard.
4. The problem of communication effect
The information is sent blindly and the communication effect is not good. The research on mobile phone short message, a new media, is still in its infancy, and the lack of understanding of its propagation law leads to the blind sending of advertising information and becomes harassing information, which is a common problem in the limited mobile phone short message advertising at present.
Four, the development of China's mobile advertising business countermeasures and suggestions
(A) change the attitude of users
In order to make a breakthrough in mobile advertising, the key is to dispel the resistance of the audience and change passive acceptance of advertising into active acceptance, that is, change? Push? For what? Pull? . To achieve this goal, we must first work hard on the content and form, so that users are willing to accept advertising information. Advertisers should give full play to the interactivity of mobile phones, expand the range of users' choices, further grasp the needs of users through surveys, and provide accurate new product information and promotion information. On the other hand, advertisements can be incorporated into the content that mobile phones can subscribe to and download, so that users can receive information imperceptibly and reduce users' resistance.
(2) The government should strengthen supervision.
Exploring the problems existing in China's mobile advertising is mainly caused by the lack of corresponding supervision and management. Therefore, it is necessary to establish and strengthen the supervision and management of mobile advertising, so that it will gradually become professional and institutionalized, and mobile advertising will be reasonably incorporated into the existing advertising legal system.
1, centralized mobile advertising rights
At present, the publishers of mobile phone advertisements in China include not only telecom operators and SP service providers, but also businesses and individuals who directly send advertisements. Publishers are very scattered and difficult to manage. In order to facilitate supervision and management, especially to control the number of advertisements sent to the same mobile phone user, it is necessary to properly centralize the right to publish mobile phone advertisements, limit the phenomenon that merchants or individuals directly publish a large number of short message advertisements, realize the controllable targeted delivery of mobile phone advertisements, and maintain the sustainable development of mobile phone advertisements. Recipients can also make it clear through mobile phone operators whether they are willing to continue to accept mobile phone advertisements.
2. Establish a mobile advertising business registration system.
As a new advertising form, mobile advertising can also flexibly adopt the industrial and commercial registration management system to make the advertising business standardized and professional. This can not only ensure the professional level and economic strength of mobile advertising operators, but also help to supervise and manage mobile advertising operations.
3, the implementation of mobile advertising review.
(C) the establishment of a reasonable profit model
So far, there is no business model for SMS advertising. In order to succeed in SMS advertising, we must establish a sustainable business model, which can have the advantages of the existing advertising industry and communication industry, and this model fully respects the role of all elements in the value chain.
In this industrial chain, there are advertisers, mobile operators, content providers and consumers. Advertisers are the most important link in the value chain, because the income depends on the amount paid by advertisers to mobile advertising companies to carry out advertising activities. As the carrier of information transmission, mobile operators have the equipment and skills to transmit mobile services and control transmission channels. Service providers provide various value-added services and technical services, and users finally get various application services through service providers. Finally, the attitude of consumers determines the future of mobile advertising. If the audience doesn't buy it, mobile advertising can't survive. As a new industry, there are still many shortcomings in SMS advertising. Not only at home, but also abroad, there is no mature development model at present. The links in the whole industrial chain have not been well integrated, and the industrial status quo is still scattered, which needs further research and exploration.
refer to
[1] coupling beam. On the Development Space of Mobile Advertising [J]. Theoretical Research, 2007, (1).
[2] Dai Lina. Advertising operation, a mobile media [J]. Commercial Economy, 2004, (7).
[3] Mu Kuan. Mobile advertising has become the new focus of accurate communication [J]. Communication Frontier, 2007, (3).
[4] Xu Zhimin and Xu Xiaojuan. The Rise and Development Trend of Mobile Advertising [J]. Modernization of Shopping Centers, 2008, (1).
[5] Wang,,, Lu Bo. Enlightenment of mobile advertising in developed countries [J]. Market Watch, 2007, (12).
Mobile phone science and technology paper: 3000-word model essay (part two)
Smart phone era
While the popularity of smart phones is convenient for the public, its negative impact on human beings is increasingly exposed. As a double-edged sword, its influence on college Chinese teaching has two sides. How to make use of its positive advantages and effectively restrain its negative influence is a subject that college educators must face.
Keywords smart phone; Mobile phone reading; Chinese teaching
introduce
20 1 1 On September 26th, the Ministry of Industry and Information Technology released the operation status of the communication industry in August of 201year, showing that the number of mobile phone users in China has reached 940 million. Mobile communication accounts for 7 1.89% of the total traffic. There are 65.438+3397 million people in China, excluding 65.438+60 million elderly people and 222 million children, and almost everyone has a mobile phone.
The world's largest Chinese encyclopedia website? Interactive encyclopedia, in view of? Smart phone? Explanation of entry: Smartphones, like personal computers, have independent operating systems. Users can install programs provided by third-party service providers, such as software and games, to continuously expand the functions of mobile phones, and can realize wireless network access through mobile communication networks.
With the traditional? Telephone? Compared with the mobile phones on the market now, they have various functions, such as surfing the Internet, navigation, games, SMS, QQ, camera, recording and taking photos. Even the cheap features of the cottage version are undiminished. People of different income classes can find the affordable mobile phone you need as long as they want to buy it. Smartphones from Nokia in Finland, Apple in the United States, RIM in Canada and Motorola in the United States have quite a few users among students.
While bringing convenience to people's lives, mobile phones are also influencing and changing people's way of thinking and communication. As a double-edged sword, mobile phones inevitably affect school teaching activities, especially open and free university teaching.
1 the positive influence of mobile phones on college students
1. 1 contact tool.
College students are young people who are active in thinking, fashion-chasing, quick-thinking and good at accepting new things. At the same time, they are separated from the supervision of their parents and the control of the school like minors.
Communicate with parents and friends in time. Contemporary college students are mostly only children, even if they are not only children, they have fewer children than in the past. Due to parents' excessive concern and the pressure of further education, many things needed for self-survival are done by parents and elders. Poor living ability and strong dependence. Even some students are eager to be independent, rebellious and dependent on their parents. Studying far away from parents and relatives, discomfort in life, emotional yearning and spiritual loss all need to be confided. Mobile phones make this kind of communication timely and fast, so that bad emotions can be calmed down in time. It has a considerable debugging effect on stabilizing students' emotions and teaching order.
Communicate with classmates and teachers in time. The fast pace of social life, the pressure of competition and respect for individual needs make college students take a single individual action in many cases outside class. The existence of mobile phones makes it convenient for them to contact classmates, consult teachers, communicate information, exchange ideas and contact feelings. It is convenient to contact the personnel of relevant social institutions. In the information age, people cannot live without society. Through mobile phones, they can get external information outside the school in time and establish contact with the society. Internship, employment, cultural activities, postgraduate counseling, and information consultation all require contact with people other than parents, classmates, and teachers. The use of mobile phones makes these simple and convenient. Even if there is an accident, you should go through mobile navigation for help and call the police.
1.2 information tool.
Media and network information can be obtained through mobile phones. The Internet function of mobile phone makes it a PDA. Mobile newspapers and short messages can send state affairs and entertainment news to mobile phone users in time. Students can get the information of Sohu, Sina, Netease, Tencent and other network platforms in time through the wireless network. Baidu function also allows students to get information they care about in time.
With the development of mobile Internet, mobile phone reading will become a trend. As a new reading carrier, mobile phone plays an important role in college students' reading. Mobile phones can be used as learning tools anytime and anywhere. Downloading novels and reference books through mobile phones is lighter than traditional books and convenient for learning at any time. Let the ancients say that it is more convenient to study immediately (now in the car) on the pillow and in the toilet, saving time and using time.
Mobile library service promotion. Many university libraries use the new media platform of mobile phone communication network to extend their services, and use their own resources and advantages to provide students with more real-time and convenient information services, mainly carrying out short message services, such as library basic information, basic services, book reservation, expiration reminder, bibliography inquiry and so on. The management and service level of libraries have been improved, and mobile phones have gradually become one of the reading terminals of digital libraries.
2 the negative impact of mobile phones on university teaching
Lazy to think. Examination-oriented education reduces students' thinking ability and autonomous learning ability, which is easy for many students to accept and obviously shows the lack of independent thinking ability. The search function of mobile phone wireless network has played a role in fueling the situation. Teachers' classroom questions, the concealment and privacy of mobile phone use, make it easy for students to get answers through mobile phones. If the teacher denies them, they will look for them again.
Half-hearted. The hidden use of mobile phones and the lack of space allow students to receive information outside the classroom at any time and be harassed by phone calls and text messages. Mobile games, QQ chat and online information always attract students. While listening to lectures, chatting online, half-hearted, it is difficult to concentrate, the author did a survey, 30? 40% of the students admitted to texting in class. The energy devoted to study is reduced, which seriously affects the learning effect, thus forming a bad study habit of reading B books in Class A. ..
Ignore notes. Long-term tactics of asking questions about the sea and simple and repetitive homework make students disgusted. The copy-and-paste function of the computer and keyboard typing enable students to find another way. Therefore, without the pressure of entering a higher school and effective monitoring mechanism, some students with poor consciousness moved the camera function of their mobile phones here. When the teacher repeatedly reminded them of the importance, they reluctantly lifted the PPT page of the mobile phone camera courseware.
Accustomed to human-computer communication. All kinds of mobile phone tariff packages have cheaper SMS configuration. In addition, the dormitory and reading room of college students are noisy, and the privacy of personal communication is inconvenient. Students are used to texting, and even can't control their SMS communication in class. Some people joke that college students are? Thumb clan? (Press the button to send a text message), in the long run, I am used to man-machine conversation and not good at interpersonal communication. Formed a lack of oral expression ability.
Cheating tools. Individual students cheat by using mobile phones, and its influence is worse than carrying small notes. Small notes need to be prepared, and copying can at least familiarize you with knowledge. Mobile phone Baidu has no preparation process at all, so it can be copied at any time. Even many unfiltered error messages are copied correctly, and learning is meaningless to such people.
3 coping strategies
In the era of national mobile phones, it is unrealistic (in fact, sometimes forbidden) to prohibit students from using mobile phones like primary and secondary schools, and it is irresponsible to let the above situation overflow. As a contemporary university teacher, it is not only a teacher's professional responsibility, but also a social responsibility for the future of the country and the nation to guide students not to get lost in the modern scientific and technological environment. Therefore, how to reduce the negative impact of smart phones on students, enhance their positive role and improve the teaching effect has become the core of teachers and teaching managers' coping strategies.
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