中国澳门公交移动电视广告传播效果探讨  

Discussion on the Communication Effect of Mobile TV Advertising for Public Transport in Macao region

作　　者：宁震昆 NING Zhenkun

机构地区：[1]澳门城市大学创新设计学院,中国澳门

出　　处：《丝网印刷》2023年第15期104-107,共4页Screen Printing

摘　　要：探讨澳门地区公交移动电视广告传播发展与投放效果,从巴士特点、广告种类、传输方式入手,通过构建公交移动广告用户体验旅程图,进而提出广告监管审核层级搭建、GPS传输系统的广告优化途径。澳门地区公交移动电视广告传播价值研究可以加强广告的质量,增进传播效果,助力澳门地区城市融入粤港澳大湾区建设,提升城市竞争力。By exploring the development and effectiveness of mobile television advertising for public transportation in Macao region,starting from the characteristics,types,and transmission methods of buses,a user experience journey map for mobile advertising for public transportation is constructed.The establishment of advertising supervision and review levels and the optimization of advertising through GPS transmission systems are proposed.The research on the communication value of Macao region public transport mobile TV advertising can strengthen the quality of advertising,enhance the communication effect,help Macao region city integrate into the construction of Guangdong–Hong Kong–Macao Greater Bay Area,and enhance the city competitiveness.

关 键 词：澳门地区巴士 广告设计 传播价值 智能传输 

分 类 号：G206[文化科学—传播学] F572.88[经济管理—产业经济] F713.8