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在我国广告史上,户外媒体从来没有像今天这么引人注目。有资料显示,广告主在作媒体类别选择时,户外广告竟超出所有其他媒体,与中央电视台同属最多被选项。无独有偶,西方也同样有言论认为“户外广告正经历着一场新的复兴运动”(纽约艾弗隆咨询公司总裁欧文·艾弗隆)。怎么不知不觉河向来毫不起眼的“补充媒体”如今竟成主打角色?它可在广告这方战场上施展身手的空间有多大?本文将首先从质与量这两个方面来展开对它的评价。
In the history of advertising in our country, outdoor media has never been as dramatic as it is today. Data show that advertisers in the choice of media category, outdoor advertising actually beyond all other media, with CCTV belong to the most options. Coincidentally, the same is true in the West as “outdoor advertising is experiencing a new revival” (Owen Efron, president, Econo Consulting, New York). How unwittingly the river has always been humble “Supplementary media ” now actually become the main character? It can be advertised in this battlefield how much space? This paper will start with the quality and quantity of these two aspects Evaluation of it.