Dissertation
Dissertation > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Advertising

The Study and Consideration of the Development of College New Media Advertising

Author YangZuoZhi
Tutor LinJingYang
School Dalian University of Technology
Course Art of Design
Keywords new media college advertising student group campus network videos media network
CLC F713.8
Type Master's thesis
Year 2010
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As the new media era comes, a plentiful of media network has grown up rapidly, andoffered kinds of transmission carriers for advertising. These newborn media becomes themost fast developing and has the greatest commerce potential in the field of new mediaindustry, which is attracted by more and more people to pay attention and explore for itsspecial way of communicating and accurate target of audience. As the new media era comes,the advertising market has made enormous change which not only changed the originalpattern and situation, but also made a profound and lasting impact to the future. The structureof the advertisement market network continued and diversely developed, the proportion ofgraphic brand advertisements goes down, at the same time, some other forms ofadvertisements such as the search engine and network video advertising are more and morepopular to advertisers by its characteristics of interactivity and precision and there’s no doubtthat the proportion of these new media network increasing rapidly.Universities due to its special environment and target audience group, also are restrictedby national、local polices and regulations for advertisement that is a field needs an urgent anddeep exploitation. Although the history of advertisement is long, the history of regardinguniversity advertising as a professional study is not long. As for the expansion of the collegeenrollment, the higher education maintains a positive and steady momentum and theincreasing teams of college student create a huge consumer market. Meanwhile, the hugestudents group and the strong potential purchasing power means the development of collegeadvertising that aims at the college students as target audiences would be very optimistic. It iswith the powerful penetration that nowadays many entrepreneurs and businessmen andadvertisers join together to probe into how to be better and more efficient to explore and totake good advantage of college advertising resources.However, the study on college newmedia advertising is still primary, so the arise of new media provides diverse carriers forcollege advertising which creates the possibility of broadcasting accurately, and as for thepopularity of media network, it creates a new thing to show vigorous vitality in thedevelopment of colleges and universities.This article mainly studies and proves into the aspects from campus network videos, the successful mode of campus network improvescollege advertising, to give prominence to the traits of college advertising in the new mediaera. By the stage of new media, relying on the college students’ special features of needsand expenditure, the development of universities in the new media advertising hasincomparable pioneering space.This paper begins with the acknowledge of the concept of new media, summing up theconcept of new media and the development of it systematically, especially made the specificanalysis and explanations to new media advertising. Then, it traced back to the origin ofcollege advertising and makes a comprehensive statement on its features. To emphasize thecombination of new media and universities to make a statement on the features of collegeadvertising development and the innovation on the mode of management, to veil the state ofcollege advertising in the future. The prospect of this paper is to study and make deepresearches on campus video and media network, step by step, generalized and summarized, tomake a holographic thinking and understanding on the development of college new mediaadvertising.

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