Fifth Media, CPM and Targeted Communication under Wireless Marketing

Author: Zhu Haisheng
Publisher:
Publish Date: 2005-09-01
Features:
"Quotations from 'The Fifth Medium.' 'Media is not only flat but also three-dimensional, spatial. The time and space of media are dynamic and ever-changing. The instantaneous delivery attribute of modern communication media makes the world appear irrational.'"
"The Fifth Medium is a personalized information dissemination carrier using mobile phones as audio-visual terminals and mobile internet as the platform. It aims to target niche audiences, achieve targeted effects, and apply interactivity as its core feature, making it a mass communication medium. It is also known as mobile media or mobile network media."
"Traditionally, mass media advertising targeting a broad, nameless audience is an endangered form of communication!"
"Continuous information explosion leads to the increasing trend of media 'fragmentation'!"
"The outstanding and brilliant feature of the Fifth Medium is interactivity!"
"The Fifth Medium is a promotional medium!"
"The Fifth Medium is a niche audience medium!"
"The Fifth Medium will be a 'monopoly' medium dominated by operators!"
" 'The Fifth Medium: Niche Media and Targeted Communication in Wireless Marketing' presents a unique perspective, systematically elaborating on the application strategies of wireless advertising in the Fifth Medium. It comprehensively explores the definition of the Fifth Medium, the publishing formats of wireless advertising based on it, application standards, and advertising effectiveness. The book also provides a detailed discussion on the essential characteristics of the Fifth Medium—niche targeting, interactivity, and customization—and examines the new business model of 'wireless marketing' generated by mobile internet. The book boldly asserts that all products developed by SPs (Service Providers) in mobile value-added services are media! It also offers an in-depth analysis of the disruptive impact SPs will have on the advertising industry. This book serves as a window for the advertising and marketing industry to understand the rapidly growing SPs in mobile value-added services and as a bridge for the telecommunications value-added service industry to connect with the corporate and marketing worlds. The publication of this book will enhance public awareness of mobile internet and promote the industry application of SPs. The emergence of the Fifth Medium will bring revolutionary changes to advertising and marketing practices! The content discussed in this book spans multiple fields, including telecommunications, advertising, and marketing, and is both professional and extensive. 'The Fifth Medium' will bring a brand-new paradigm shift to business professionals."