体育场馆的广告策略研究  

The Study on Advertising Strategy in Stadiums and Gyms

作　　者：徐卫华 王德平[2] 张京[3] 

机构地区：[1]厦门市水上运动中心,福建厦门361005 [2]集美大学体育学院,福建厦门361021 [3]厦门大学体育教学部,福建厦门361005

出　　处：《体育科学研究》2012年第2期9-13,共5页Sports Science Research

基　　金：福建省体育及相关产业专项研究项目(2009A005)

摘　　要：广告收入是体育场馆经营收入的重要组成部分,运用文献法和"关注概率模型"的理论假设,根据体育场馆的受众主要通过低介入途径处理广告信息的特点,提出了体育场馆的广告选择应遵循的原则和不同使用时期和场馆类型选择广告产品的策略;体育场馆以平面广告为主,广告设计以简约和视觉冲击策略为主;体育场馆空间大,广告发布应采用组块发布和重复展露的策略,以引起受众注意并记住广告内容,提高广告效果。Advertising revenue is the important part of business revenue of stadiums and gyms.Studding documents and adopting the theoretical hypothesis——＂elaboration likelihood model＂,the authors find that spectators mainly process advertising information by not actively getting involved in it.Based on this feature,the authors propose the principle which should be followed when choosing the kinds of ads in stadiums and gyms and devise the strategy when choosing advertising products in different periods and kinds of stadiums and gyms.Print ads should be top priority in stadiums and gyms.Advertising design should be simple and have sensational and visual impact.In enormous space of stadiums and gyms,advertising should be launched in a chunk and repeatedly presented to catch the spectators＇ attention,make them remember the contents and improve the effectiveness.

关 键 词：体育场馆 广告 策略 

分 类 号：G80-052[文化科学—运动人体科学]