CAJ | 학술논문

手机短信形象广告与一般手机短信广告在目的、内容、性质和发送对象上有较大区别。手机短信形象广告的类型主要分为公益信息型、宣传沟通型、礼仪服务型及其他类型等。手机短信形象广告的内容主要涉及社会热点、群众生活、公益信息和社会组织自身信息等几个方面。手机短信形象广告的形式设计要短小精悍、生动引人、把握社会公众心理、灵活运用多媒体和坚持科学广告等。手机短信形象广告的传播策略主要有：与传统媒体结合,掌握发送时间,控制成本,重视意见反馈,等等。
수궤단신형상엄고여일반수궤단신엄고재목적、내용、성질화발송대상상유교대구별。수궤단신형상엄고적류형주요분위공익신식형、선전구통형、례의복무형급기타류형등。수궤단신형상엄고적내용주요섭급사회열점、군음생활、공익신식화사회조직자신신식등궤개방면。수궤단신형상엄고적형식설계요단소정한、생동인인、파악사회공음심리、령활운용다매체화견지과학엄고등。수궤단신형상엄고적전파책략주요유：여전통매체결합,장악발송시간,공제성본,중시의견반궤,등등。
SMS image advertising differs a lot from the ordinary SMS advertising in terms of advertising purposes, contents, nature and directed targets. SMS image advertising can be classified into public information ads, publicity-communication ads, etiquette and other types as well. The contents of SMS image advertising involve such aspects as social happenings of general interest, the life of the masses, public information and in- formation about social organizations. The designing form of SMS image advertising must be short, lively, able to grasp the public psychology, to make flexible use of multimedia and to adhere to scientific advertising. The propaganda strategies of SMS image advertising mainly stress its integration with traditional media, controlling the time of spreading information, cost control, feedback and so on.