楼宇电视广告投放策略研究传播学专业论文.docxVIP

I I 摘 要 摘 要 数字技术的进步推动了数字新媒体的迅猛发展，其自身优异的特性不仅削弱了传统 媒体的力量，也使整个媒介形态焕然一新。楼宇电视便是这其中一员，它将受众目标锁 定在那些终日出入电梯写字间的中高层收入群体，在电梯内或电梯等候厅内每日滚动播 放广告信息，它的传播形式和特点有效地锁定了传统媒体所无法覆盖的中高端群体，因 此迅速成为深受广告主青睐的新兴广告媒体。然而在以“小众化、碎片化”为标志的新 消费主义时代，广告主和广告公司在一定程度上依然无法摆脱传统媒体那种所固有的广 告选择和投放模式，同时也不能结合新媒体自身特点进行合理有效的广告投放。 面对楼宇电视这一市场价值巨大，可以给广告主和广告公司带来良好发展前景的新 媒体，如何在研究其自身特征基础之上，为广告策划者提供一套现实可行的楼宇电视的 广告投放模式，是本文的研究出发点。在分析探讨了当前消费者消费特征和媒介接触特 征后，笔者站在广告主的角度从媒体量与质的特性方面给出了进行楼宇电视广告投放选 择时的比较依据，然后结合层次分析法，通过量化与质化研究相结合，明确地提供了楼 宇电视媒体的选择方法。最后，构建了优化楼宇电视广告投放的数学模型。如此，为广 告投放策划者提供了一套系统的、可供实际运用参考的楼宇电视广告投放方法。 关键词 楼宇电视 广告投放 层次分析法 II II Abstract Abstract The progress of digital technology promoted the rapid development of digital new media. The excellent characteristics of the new media has not only weakened the power of traditional media, but also take the entire media forms a new look. Building TV is a member of the new media, it audiences targeted in the middle and upper income groups who all day out of the elevator Scriptorium. It daily rolling advertising information in the elevator waiting hall or the elevator. The forms and characteristics of its spread to lock the high-end groups which traditional media can not be covered, then quickly became popular the advertisers favor of emerging advertising media. However in this new era of consumerism which marked of niche, and fragmented, Advertisers and advertising agencies still can not get rid of the stereotype in traditional Media choices and delivery mode. They can not be combined with the characteristics of new media to do a reasonable and effective advertising . To face the building television market, we can find it has huge market value and can bring good prospects to advertisers and advertising companies. How to provide advertising planners with a set of practical and feasible building television advertising model that based on its own features in research, which is the starting point of this study. On the analysis and discussed of the current consumers’consumption characteristi