贵阳市社区电梯广告投放的创新优化策略  

Innovation and optimization strategy of Guiyang community elevator advertising

作　　者：张岚[1] 聂艳梅[1] 陈宇恒 Zhang Lan;Nie Yanmei;Chen Yuheng(Shanghai Normal University,Shanghai,200234)

机构地区：[1]上海师范大学,上海200234

出　　处：《市场周刊》2023年第5期61-66,共6页Market Weekly

基　　金：国家社会科学基金项目“文化软实力视阈下的城市形象价值评估研究”(编号:18FXW005)。

摘　　要：电梯媒体已成为增速第一的户外广告媒体,且正向二三线城市扩展。贵阳市近年来经济发展较快,电梯媒体也得以迅速发展,然而其广告投放存在诸多问题。文章分析了电梯媒体触达比例最高的社区公寓电梯广告,通过对中心区域广告投放数据总结投放现状以及采用实地访问与网络问卷调查相结合的方法总结广告投放效果,尝试提出创新优化策略:深化政企联动,探索创新技术运用于广告的内容创新;加强校企合作,打造凸显贵阳文化调性的广告创意内容。Elevator media has become the outdoor advertising media with the highest growth rate,and is expanding to the second-and third-tier cities.With the rapid economic development in Guiyang in recent years,elevator media has developed rapidly.However,there are many problems in advertising.This paper analyzes the elevator advertising of the community apartment with the highest proportion of elevator media,and summarizes the status quo of the advertising through the advertising data in the central area.The effect of advertising is summarized by means of field visits and online questionnaires.Try to put forward innovative optimization strategies:deepen the linkage between government and enterprises,and explore the content innovation of innovative technology used in advertising;strengthen school enterprise cooperation to create creative advertising content that highlights Guiyang's cultural tone.

关 键 词：电梯广告 广告投放 广告创意 

分 类 号：G206[文化科学—传播学] F713.8[经济管理—广告]