武汉市公交广告传播效果研究毕业论文(论文正文、外文翻译)

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1、武汉市公交广告传播效果研究毕业论文(论文正文、外文翻译)目录绪论11公交广告的内涵22武汉市公交广告的发展优势221公交广告的媒体优势2com流动性强2com强制性2com到达率高覆盖面广且接触时间长频率高3com针对性较强3com成本低322公交资源优势33武汉市公交广告传播效果调查331注意432兴趣633欲望834行动84影响传播效果的相关因素1041相关法制建设不健全1042市场经营管理较为混乱1043公交广告自身的媒体缺陷12com区域针对性问题12com信息干扰问题12com感觉的适应

2、性问题1244消费者因素125进一步提高传播效果的措施1251规范法制环境1252进一步完善广告代理制度1253加强公交广告行业自律1354树立正确的广告经营管理理念1355吸纳和培养专业人才1356合理有效地开发利用公交媒介资源13结论14参考文献15附录A16武汉市公交广告传播效果研究摘要广告作为产品和消费者之间一种有效的信息沟通方式在日益激烈的市场竞争中起着不容忽视的作用而公交广告作为一种新兴的媒体资源具有流动性强制性到达率接触率对于企业有效运用广告费开发成功的广告提升产品品牌形象拉动销售等

3、ResearchontheEffectofBusAdvertisingCommunicationinWuhanCityAbstractIntheincreasinglyfiercemarketcompetitionadvertisingplaysanoverwhelmingroleasaneffectivewaytocommunicateinformationbetweentheproductsandtheconsumersBusadvertisingasanewmediaresourcechar

4、acterizedbyliquiditymandatoryhighrateofachievinghighpercentageofcoveringlongtimeandhighfrequencycontactswelltargetedlowcostandsoonisaregionaladvertisingmediawithagreatappealandinfluenceWiththeever-deepeningimportanceofittheresearchontheeffectofbusadve

5、rtisingcommunicationforcorporateseffectivelyusingadvertisingcostsdevelopingsuccessfuladvertisingenhancingproductsorbrandimageandstimulatesalesarebecomingincreasinglyimportantItcouldberealizedtheresultsofthebusadvertisingcommunicationinWuhancityandthes

6、tatusquoexistingproblemstimelybyasamplesurveytobuspassengerswhoarethemostdirectaudiencesofbusadvertisingaswellascollectingrelevantliteratureinformationSurveyresultsshowthattheeffectofbusadvertisingcommunicationinWuhancityisnotsignificantprimarilyfocus

7、onthetwostagesofattentionandinterestthedesireandactionoftheeffectaredemandedtoimproveWiththerelatedfactorsanalysistheauthorbelievethatthepublicmanagementadvertisersadvertisingcompaniesadvertisingmediaandsoonofbusadvertisingshouldcenteraroundconsumersc

8、omprehensivelyconsideringcommercialdemandsintheconsumersperspectivesoastocreateacampaignparticipantswin-winsituationtoimprovemulti-channeltheeffectofbusadvertisingcommunicationinWuhancityKeywordsBusAdvertisingCommunicationEffectSurvey绪论广告的起源最早