杭州市户外广告定向投放研究
发布时间：2018-09-19 20:49
【摘要】： 户外广告从古至今以来,代表着一个城市的经济繁荣、社会稳定和人文环境氛围,新奇出位的形式载体的创造,别出心裁的环境承载体的选取,新颖有效的营销手段的选用,夸张离奇的画面效果的展示,鼓动煽情的发布形式的呈现,都让户外媒体广告展现出五彩纷呈的面貌。随着数字技术的迅猛发展,户外媒体广告愈发具有生命力和活力,数字技术的发展让户外广告越来越出彩,分时段的信息发布模式和更丰富的表现手段都让广告传递更精准,其作为一种最古老的广告形式,普及趋势毋庸置疑,并将会有更深广的发展前景。 杭州作为省会城市,随着社会经济的发展,城市户外广告已经成为城市环境布局中的一个重要组成部分,是一个城市政治文明和经济繁荣的视觉显现,不但具有个性化特征和人文价值,还具有很高的商业价值,通过分析杭州城市环境、历史沿革、生活品位和商业活动等多方面,研究户外广告的布局、朝向和受众接受性等,尝试研究通过定向投放来提高户外广告传达效果和暴露率,是本人撰写该论文的出发点和立脚点。同时,本人所在企业作为从事户外广告开发业务和参与户外广告管理政策制定的国有独资企业,也对如何做好户外广告这一媒介,达到社会性、经济性和城市和谐性的统一,确保户外广告通过定向投放来获得持续改进和创新,也是本论文研究的重要目的。因此,如何体现出城市的多姿多彩和社会引导性,我们在此有必要对户外广告的定向投放进行一定的研究工作,使其服务于城市的文化品位和个性特征,将商业价值和社会效益统合一体,可以更好更有效地与城市气质对味,从而更好地实现其媒体传播价值。 本论文在说明了研究的背景、国内外研究进展、目的及意义、研究内容、方法的基础上,通过查阅文献、实地调研、分析归纳等研究方法,首先从理论层面阐述城市户外广告的概念、特性和发展趋势,拟对杭州市户外广告的定向投放及户外广告媒体进行系统的研究,解读影响杭州市城市户外广告发展的因素,希望能探索出一些符合杭州户外广告定向投放发展的理论方法,使杭州市户外广告得到更好、更快地发展。 通过分析和研究,可以发现,目前杭州城市户外广告随着数字技术的迅猛发展,户外媒体广告愈发具有生命力和活力,分众性和进一步的细分化为户外媒体广告开辟了更广阔的空间途径。同时,作为城市景观的重要组成部分,目前杭州城市户外广告虽然数量众多,也考虑了受众的感知性,但仍然缺少统一的规范和程序,使整体广告效果不能完全达到预期的目的。但从研究中也可以发现户外广告定向投放设计并没有固定的模式套路,而是要结合设置区域、设置类型、设置内容、受众效果等进行综合考虑,往往需要因地制宜,而户外广告定向投放的共性在于形式内容的创新、色彩与形式的协调,以及与城市环境之间的相互配合和充分了解并满足受众的需求。
[Abstract]:From ancient times to the present, outdoor advertising represents a city's economic prosperity, social stability and human environment atmosphere, the creation of novel forms and carriers, the selection of innovative environmental carriers, the selection of novel and effective marketing methods, the display of exaggerated and strange picture effects, and the presentation of provocative forms of publication. With the rapid development of digital technology, outdoor media advertising is becoming more and more vigorous. The development of digital technology makes outdoor advertising more and more colorful. Time-sharing information dissemination mode and richer means of expression make the transmission of advertising more accurate. As one of the oldest advertisements, outdoor media advertising is becoming more and more vigorous. The trend of form and popularization is beyond doubt and will have a broader and wider development prospect.
Hangzhou as the capital city of the province, with the development of social economy, urban outdoor advertising has become an important part of urban environmental layout, is a visual manifestation of urban political civilization and economic prosperity, not only has personalized characteristics and humanistic value, but also has high commercial value. It is my starting point and foothold to study the layout, orientation and audience acceptance of outdoor advertisements and try to improve the outdoor advertising communication effect and exposure rate by directional delivery. At the same time, my own enterprise is engaged in outdoor advertising development business and participation. It is also an important purpose of this paper to study how to make a good use of the medium of outdoor advertisement, achieve the unity of sociality, economy and city harmony, and ensure that outdoor advertisement can be continuously improved and innovated through directional delivery. With the social guidance, it is necessary for us to do some research work on the directional delivery of outdoor advertisements so as to make them serve the cultural taste and personality characteristics of the city and integrate the commercial value and social benefits, so as to better and more effectively match the urban temperament and realize its media communication value.
On the basis of explaining the research background, research progress at home and abroad, purpose and significance, research contents and methods, this paper firstly expounds the concept, characteristics and development trend of urban outdoor advertisement from the theoretical level by consulting literatures, field investigation, analysis and induction, and plans to put outdoor advertisement in Hangzhou and expand outdoors. The advertisement media carries on the system research, the unscramble influence Hangzhou city outdoor advertisement development factor, hoped to explore some conforms to the Hangzhou outdoor advertisement directional projection development the theory method, enables the Hangzhou outdoor advertisement to obtain better, the quicker development.
Through analysis and research, it can be found that with the rapid development of digital technology, outdoor media advertising in Hangzhou has become more and more vital and vigorous. The diversity and further differentiation open up a broader space for outdoor media advertising. Although there are a large number of outdoor advertisements in the city and the perception of the audience is also taken into account, there is still a lack of unified norms and procedures to make the overall advertising effect can not fully achieve the desired purpose. Content, audience effect and other comprehensive considerations, often need to be tailored to local conditions, and the commonness of outdoor advertising directional delivery lies in the form and content of innovation, color and form of coordination, and with the urban environment between the coordination and full understanding and meet the needs of the audience.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.8
本文编号：2251299
[Abstract]:From ancient times to the present, outdoor advertising represents a city's economic prosperity, social stability and human environment atmosphere, the creation of novel forms and carriers, the selection of innovative environmental carriers, the selection of novel and effective marketing methods, the display of exaggerated and strange picture effects, and the presentation of provocative forms of publication. With the rapid development of digital technology, outdoor media advertising is becoming more and more vigorous. The development of digital technology makes outdoor advertising more and more colorful. Time-sharing information dissemination mode and richer means of expression make the transmission of advertising more accurate. As one of the oldest advertisements, outdoor media advertising is becoming more and more vigorous. The trend of form and popularization is beyond doubt and will have a broader and wider development prospect.
Hangzhou as the capital city of the province, with the development of social economy, urban outdoor advertising has become an important part of urban environmental layout, is a visual manifestation of urban political civilization and economic prosperity, not only has personalized characteristics and humanistic value, but also has high commercial value. It is my starting point and foothold to study the layout, orientation and audience acceptance of outdoor advertisements and try to improve the outdoor advertising communication effect and exposure rate by directional delivery. At the same time, my own enterprise is engaged in outdoor advertising development business and participation. It is also an important purpose of this paper to study how to make a good use of the medium of outdoor advertisement, achieve the unity of sociality, economy and city harmony, and ensure that outdoor advertisement can be continuously improved and innovated through directional delivery. With the social guidance, it is necessary for us to do some research work on the directional delivery of outdoor advertisements so as to make them serve the cultural taste and personality characteristics of the city and integrate the commercial value and social benefits, so as to better and more effectively match the urban temperament and realize its media communication value.
On the basis of explaining the research background, research progress at home and abroad, purpose and significance, research contents and methods, this paper firstly expounds the concept, characteristics and development trend of urban outdoor advertisement from the theoretical level by consulting literatures, field investigation, analysis and induction, and plans to put outdoor advertisement in Hangzhou and expand outdoors. The advertisement media carries on the system research, the unscramble influence Hangzhou city outdoor advertisement development factor, hoped to explore some conforms to the Hangzhou outdoor advertisement directional projection development the theory method, enables the Hangzhou outdoor advertisement to obtain better, the quicker development.
Through analysis and research, it can be found that with the rapid development of digital technology, outdoor media advertising in Hangzhou has become more and more vital and vigorous. The diversity and further differentiation open up a broader space for outdoor media advertising. Although there are a large number of outdoor advertisements in the city and the perception of the audience is also taken into account, there is still a lack of unified norms and procedures to make the overall advertising effect can not fully achieve the desired purpose. Content, audience effect and other comprehensive considerations, often need to be tailored to local conditions, and the commonness of outdoor advertising directional delivery lies in the form and content of innovation, color and form of coordination, and with the urban environment between the coordination and full understanding and meet the needs of the audience.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.8
【引证文献】
相关硕士学位论文 前2条
1 陈颖芮;LED媒体传播要素研究[D];中南民族大学;2011年
2 李洁;论户外空间资源的法律性质及户外广告设施特许设置权[D];苏州大学;2012年
，本文编号：2251299
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