3G时代的手机广告(国外英文资料).doc

3G时代的手机广告(国外英文资料) In January 7, 2009, the Ministry of industry and information technology approved by China Mobile, the China Telecom and the business license Chinese Unicom three companies issued changes, based on the TD-SCDMA technology standard, based on the CDMA2000 technology standard and three based on WCDMA technology standard for third generation mobile communication (3G) license, which marks Chinas formal entry into the 3G era. The arrival of the 3G era is not only a simple communication tool to mobile phone, but a multimedia information terminal communication and information transmission function in a mobile phone media, the tendency of gradually clear, a new type of media, the fifth media was born. 2 from the point of view of the world, the prospects for the development of mobile phone advertising is generally optimistic. Market research firm Gartner predicted that in 2011, the global mobile phone advertising industry will reach $11 billion. In 2007, the global mobile phone advertising expenditure is less than $1 billion. Although this figure is only $11 billion worldwide in 2007 other media advertising spending 1.83% of the total, but the pace of development, the scale of the geometric growth of mobile phone advertising is advertising than other media. At the same time, revealed in a survey released by the American mobile social group famous Limbo and market research agency GFK Technology in the second quarter of 2008, 85% of mobile phone users in India, Britain and the United States 51% mobile phone users in 37% mobile phone users to advertising information through mobile phone contact, the user of mobile phone advertising is gradually attention upgrade. In China, March 2006, will fly unlimited extension of Monternet accumulated more than 100000000 registered data in the bag, China Mobiles mobile phone advertising agency started. Subsequently, China Unicom in July 12, 2006 held a press conference officially announced to carry out a comprehensive mobile