楼宇液晶电视广告传播策略研究
摘 要
2002年至今，楼宇液晶电视媒体作为一种分众传媒在中国飞速发展，这种分众化传播以其定位明确、覆盖都市受众生活圈的渗透网络、信息整合控制的经济易行等特性，成为了当前传播学界关注的广告媒体。此种营销传播模式表面看来有众多优势，但目前中国市场上的楼宇液晶电视广告远远没有达到预期的广告效果，广告不能充分满足分众化需求，受众对楼宇液晶电视的注意力也在逐渐减少，广告传播效果仍有待进一步提升。
如何充分利用楼宇电视这种广告媒体的优势，提高楼宇电视的广告传播效果，是值得进一步研究的问题。本文在广告传播策略的相关理论基础上，对楼宇电视媒体的应用现状进行分析，并对如何提升楼宇液晶电视的广告传播效率进行了研究，本文认为，提升楼宇液晶电视的广告效果，应在充分研究媒体特征、受众特征、传播特征的基础上，从广告内容、诉求方式和传播方式等方面入手研究。
对楼宇液晶广告传播策略的研究有助于广告公司、广告主制定的楼宇液晶电视传播策略更加精准，更有益于投放有效率的广告，凸显楼宇液晶电视广告的“分众”传播特色，同时对其他户外新媒体如车载移动电视、大型LED屏幕、地铁广告的发展研究也起到借鉴作用。
关键词：楼宇液晶电视 分众传播 传播策略
Research on the Advertising’s Communication Strategy of Building LCD TV
ABSTRACT
Since 2002,building LCD TV media as a focus media in China's rapid development,the focus of the media with its clear positioning,covering the urban audience life circle to permeate network,information integration control is easy and economical characteristics,becomes the current communication circle problem.This mode of marketing communication appears to have many advantages,but China is currently on the market the building LCD advertising is far did not achieve the expected effect of advertising,advertising can not fully meet the needs of the audience on the focus,building LCD TV 's attention also gradually reduce.
How to make full use of the advantage of building television advertising media,improve the building television advertising effect,is worth further research issues.Based on the effect of the advertisement dissemination of relevant theories,on building TV media application present situation carries on the analysis,and how to enhance the building LCD advertising efficiency were studied,the article thinks, enhance building LCD advertising effect,should be in charge of the audience characteristics on the basis of content,advertising, from appeals and playback mode and other aspects.
On building LCD advertising communication strategy study contributes to advertising companies,advertisers to develop the building LCD TV communication strategy is more precise,more conducive to the effective advertising, prominent building LCD advertising the "focus" propagation characteristics.
Key Words: Building LCD TV Focus Spread Communication Strategy
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