湘北农村户外广告媒介的设计与投放策略研究
发布时间：2018-07-25 16:32
【摘要】：近年来,随着经济的发展和政府一系列惠农政策的实施,湘北农村经济得到飞快的发展,农民的收入逐年增长。农民消费能力的提升也让许多企业看到了新的市场。对于企业而言,农村户外广告制作简单、价格实惠,无疑是开拓市场的首选。但是与城市相比,农村基础建设薄弱,受众消费能力远远低于城市,农村户外广告的发展仍旧停滞不前。如何提高湘北农村户外广告的影响力,发挥更好的营销效果是众多广告商迫切关注又急需解决的课题。学界应对此加强研究,为实践提供理论指导。户外广告属于实践性较强的领域,要研究必须深入一线考察。笔者通过文献研究法和对常德市下属的桃源县、安乡县、汉寿县等地的户外广告投放情况进行实地考察,并对桃源县境内的两条主要省道S206、S226周围的群众开展问卷调查,发现湘北农村地区户外广告投放虽较普遍,农村消费者的接触情况也不错,但综合起来考察,湘北农村户外广告投放中存在诸多问题:广告创意思维局限、表现力不足;广告投放模式简单粗糙;传播效果难以测量等。针对上述问题和实地调查的结果,笔者认为要提升湘北农村户外广告的投放效果,要从设计、投放和监管三个方面去努力。首先设计上要坚持实用简洁美观的原则,巧妙利用环境设计实用的广告信息,努力实现户外广告设计的景观化,注意户外广告设计的简洁互动,同时要明白农村户外广告设计的关键是创意,因地制宜选择合适的创意形式。好的创意作品还需好的媒介投放渠道。要提升湘北农村户外广告的效果,必须重新构建“以中心城镇—主干道”的媒介投放策略,同时选择人口集中居住地投放,根据受众接受心理决定投放频次,采用“跟随环绕”消费者的媒介组合策略、将长效媒介与瞬间媒介组合,将线上媒介与线下媒介组合。户外广告投放在室外,风吹日晒雨淋,容易损毁,加之投放区域广阔,统一规划较难。因此需要对户外广告的投放进行监管很有必要。如严格户外广告市场的准入机制,加强事中巡查,责任落实到人,加强专项整治,严厉打击虚假广告,努力提升广告从业者的素质,完善相关的配套法规等。
[Abstract]:In recent years, with the development of economy and the implementation of a series of favorable agricultural policies of the government, the rural economy of northern Hunan has been developing rapidly, and the income of farmers has increased year by year. The promotion of farmer's consumption ability also lets many enterprises see new market. For enterprises, rural outdoor advertising production simple, affordable, is undoubtedly the first choice to open up the market. But compared with the city, the rural infrastructure is weak, the audience consumption ability is far lower than the city, and the development of rural outdoor advertising is still stagnant. How to improve the influence of rural outdoor advertising and play a better marketing effect is an urgent concern and urgent need to be solved by many advertisers. The academic circles should strengthen the research to provide the theoretical guidance for the practice. Outdoor advertising belongs to the field of practice. Through literature research and field investigation of outdoor advertising in Taoyuan County, Anxiang County, Hanshou County, and so on, the author conducted a questionnaire survey on the masses around S206 and S226, two major provincial roads in Taoyuan County. It is found that although the outdoor advertising in rural areas of northern Hunan is relatively common and the contact situation of rural consumers is good, comprehensive investigation shows that there are many problems in the outdoor advertising in rural areas of northern Hunan: limited creative thinking of advertising and insufficient expressive power; Advertising mode is simple and rough; the effect of communication is difficult to measure. In view of the above problems and the results of field investigation, the author thinks that in order to improve the effect of outdoor advertising in rural areas of northern Hunan, we should make great efforts in three aspects: design, investment and supervision. First of all, we should adhere to the principle of practical simplicity and beauty in design, skillfully use the practical advertising information of environmental design, strive to realize the landscape of outdoor advertising design, and pay attention to the concise interaction of outdoor advertising design. At the same time, we should understand that the key of rural outdoor advertising design is creativity and choose the appropriate creative form according to local conditions. Good creative works also need good media delivery channels. In order to improve the effect of outdoor advertising in rural areas of northern Hunan, we must re-construct the media delivery strategy of "the central town-main road", at the same time choose the place where the population is concentrated, and decide the frequency of delivery according to the audience's acceptance psychology. By using the strategy of "following around" consumers, the long-term media and instantaneous media are combined, and the online media and offline media are combined. Outdoor advertising in outdoor, wind and rain, easy damage, coupled with the wide area, unified planning is difficult. So it is necessary to supervise the outdoor advertisement. Such as strict outdoor advertising market access mechanism, strengthen inspection, responsibility to people, strengthen special treatment, severely crack down on false advertising, strive to improve the quality of advertising practitioners, improve the relevant supporting laws and regulations.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8
本文编号：2144403
[Abstract]:In recent years, with the development of economy and the implementation of a series of favorable agricultural policies of the government, the rural economy of northern Hunan has been developing rapidly, and the income of farmers has increased year by year. The promotion of farmer's consumption ability also lets many enterprises see new market. For enterprises, rural outdoor advertising production simple, affordable, is undoubtedly the first choice to open up the market. But compared with the city, the rural infrastructure is weak, the audience consumption ability is far lower than the city, and the development of rural outdoor advertising is still stagnant. How to improve the influence of rural outdoor advertising and play a better marketing effect is an urgent concern and urgent need to be solved by many advertisers. The academic circles should strengthen the research to provide the theoretical guidance for the practice. Outdoor advertising belongs to the field of practice. Through literature research and field investigation of outdoor advertising in Taoyuan County, Anxiang County, Hanshou County, and so on, the author conducted a questionnaire survey on the masses around S206 and S226, two major provincial roads in Taoyuan County. It is found that although the outdoor advertising in rural areas of northern Hunan is relatively common and the contact situation of rural consumers is good, comprehensive investigation shows that there are many problems in the outdoor advertising in rural areas of northern Hunan: limited creative thinking of advertising and insufficient expressive power; Advertising mode is simple and rough; the effect of communication is difficult to measure. In view of the above problems and the results of field investigation, the author thinks that in order to improve the effect of outdoor advertising in rural areas of northern Hunan, we should make great efforts in three aspects: design, investment and supervision. First of all, we should adhere to the principle of practical simplicity and beauty in design, skillfully use the practical advertising information of environmental design, strive to realize the landscape of outdoor advertising design, and pay attention to the concise interaction of outdoor advertising design. At the same time, we should understand that the key of rural outdoor advertising design is creativity and choose the appropriate creative form according to local conditions. Good creative works also need good media delivery channels. In order to improve the effect of outdoor advertising in rural areas of northern Hunan, we must re-construct the media delivery strategy of "the central town-main road", at the same time choose the place where the population is concentrated, and decide the frequency of delivery according to the audience's acceptance psychology. By using the strategy of "following around" consumers, the long-term media and instantaneous media are combined, and the online media and offline media are combined. Outdoor advertising in outdoor, wind and rain, easy damage, coupled with the wide area, unified planning is difficult. So it is necessary to supervise the outdoor advertisement. Such as strict outdoor advertising market access mechanism, strengthen inspection, responsibility to people, strengthen special treatment, severely crack down on false advertising, strive to improve the quality of advertising practitioners, improve the relevant supporting laws and regulations.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8
【参考文献】
相关期刊论文 前6条
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