楼宇广告是现代新媒介市场的一个重要组成部分,也是现代传播的一种创新形式。自2002年楼宇广告在中国发展以来,短短几年时间便取得了飞速的发展,覆盖范围遍及全国各大城市,渗透入中国的高端消费者群体。然而随着楼宇广告业的发展、竞争的加剧,现阶段中国楼宇广告又出现了包括行业规范、传播环境、播放内容、购买媒体资本等一系列的问题,成为中国楼宇广告业发展的瓶颈,本文针对楼宇广告现存问题,提出一定的解决方案.
关键词:楼宇广告 新媒体 分众传媒 江南春
Building AD takes an important part in modern media market and is also a creative means of modern communication. Since its emergence in China in 2002, building AD has progressed with marvelous rapidity, covered every large city of China and permeated into the heart of high-class consumers. However, with the fast development and fierce competition of building AD business, a series of problems are coming along, including industry codes of practice, communication environment, and capitals for purchasing media etc., which become the bottleneck of development of China’s building AD. This paper will recommend some solutions according to the problems existing in building AD.
Key words: building AD; new media; focus media; Jiang Nanchun
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