从受众角度浅析楼宇广告的发展趋势

目录

摘要 ...................................................................................................................................................1

关键字 ...............................................................................................................................................1

Abstract ...........................................................................................................................................1

Key words .........................................................................................................................................1

引言…………………………………………………………………………………………………1

1 对楼宇广告受众的调查…………………………………………………………………………2

2 楼宇广告的产生及概念…………………………………………………………………………3 楼宇广告的概念 ..................................................................................................................3

2.2 楼宇广告的产生 ..................................................................................................................4

2.3楼宇广告的特点以及发展优势 ...........................................................................................4

3 楼宇广告的受众 ...........................................................................................................................5

3.1楼宇广告的受众划分 .........................................................................................................5

3.2楼宇广告受众的优势和劣势分析 .....................................................................................5

4 对楼宇广告中存在的问题进行解决的方式 ...............................................................................7

4.1细分楼宇中的受众，区别广告的投放 .............................................................................7

4.2充分利用等待和乘坐电梯的时间以及空间提高受众阅读率 .........................................7

4.3建立正确的传播方式，避免多而长的广告 .....................................................................8

4.4楼宇广告信息传播形式要多样化，增强受众的认同心理 .............................................8

4.5抓住受众与楼宇广告的共同特征，引发其共鸣的心态 .................................................8

4.6保护自我形象，提高媒体公信力，杜绝不良广告的播放 .............................................8

4.7受众参与和反馈 .................................................................................................................9

5 对楼宇广告的研究展望 ...............................................................................................................9

成果申明 ......................................................................................................................................... 11

致谢 .................................................................................................................................................12

注释 .................................................................................................................................................12

参考文献 .........................................................................................................................................13

附录1：楼宇广告受众调查问卷 ..................................................................................................13

从受众角度浅析楼宇广告的发展趋势

梁小琴

摘要： 随着城市高楼的越来越多，电梯日益成为人们生活的一部分。精明的商人在人们等候电梯的几分钟时间里找到了商机。于是他们在高档写字楼、商务楼及高档会所电梯的等候间和厢内安装多功能、高清晰度的液晶电视，播放自己的商品广告，寻找消费者。于是便有了楼宇广告。通过短短的几年时间，楼宇广告发展迅猛，前景广阔，各种休闲娱乐场所，公共服务场所，也正在被这种网络化的液晶电视所覆盖。各种有关楼宇广告的研究也相继出现，本论文试图从受众的角度着手，着重分析楼宇广告的发展优势和劣势，以便于更好地拓展楼宇广告的发展空间。

关键字：楼宇广告 分众传播 受众心理

From receives the numerous angle brief analysis elevator media the

trend of development.

Liang xiao qin

Abstract: Along with city tall building more and more many, the elevator day by day becomes a part which the people live. The astute merchant waited for the elevator in the people in several

minutes time to find the opportunity.Therefore they in the upscale office, commerce Lou Ji the upscale office elevator wait for and in the theater box install multi-purpose, the high definition

liquid crystal, broadcasts own commodity advertisement, seeks the consumer. Therefore has then produced the elevator media. Through the short several year time, the elevator media development is swift and violent, the prospect is broad, each kind of leisure recreation area, public service place, also is being covered by this kind of network liquid crystal. Each kind of related elevator media research also one after another appears, the

present paper attempts from to receive audience's angle to begin, analyzes the elevator media emphatically the development superiority and the inferiority, is advantageous for develops the elevator media well the

development space.

Keywords: Elevator media A minute audience disseminate Numerous psychology

引言

楼宇广告是近几年出现的一种分众型的新兴媒体，本人通过查阅资料，发现有不少关于楼宇广告的论文和其它资料，但这些论文和资料大多都是从市场、成本、投资各方面进行概述的，所以本文试图从受众的角度来分析楼宇广告（电梯内液晶电视广告）的特点及其发展趋势，通过问卷调查的方式对乘坐电梯的人群进行采访，以及对身边经常乘坐电梯

的亲朋好友或家人进行深度的交流等方式来了解楼宇广告的受众。本论文运用数据统计和图表作为研究楼宇广告的依据，也进一步展示受众对楼宇广告的接受程度，以此来分析楼宇广告未来的发展趋势和更好地拓展楼宇广告媒体的发展 …… 此处隐藏：12924字，全部文档内容请下载后查看。喜欢就下载吧 ……