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随着中国经济的迅猛发展,高速公路通车里程在2008年底已达到6.05万公里,仅次于美国,稳居世界第二。高速公路的快速发展不仅提高了物流效率,降低了时间成本,也给广告发布提供了广阔的信息空间。高速公路广告受众定位于车一族、观光旅客,视觉上具有强大的冲击力,因而受到了品牌广告主的高度重视。然而,高速公路广告也面临着效果难以评估、经营管理欠缺规范、质量和价格参差不齐等不利因素的威胁。在今
With the rapid development of China’s economy, the mileage of expressways reached 60,500 km at the end of 2008, ranking the second in the world after the United States. The rapid development of the expressway not only improves the logistics efficiency, reduces the time cost, but also provides the advertisement information with a vast space for information. The highway advertisement audience is located in the car owners, tourists, visually has a strong impact, which has been the brand advertisers attach great importance. However, highway advertisements also face the threat of unfavorable effects such as ineffective evaluation, poor management, poor quality and price. Today