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The Creation of Circumstance Media Advertising

Author: XuDuo
Tutor: LinJiaYang
School: Tongji University
Course: Journalism and Communication
Keywords: advertising environment media innovation unconventional outdoor
CLC: F713.8
Type: Master's thesis
Year: 2008
Downloads: 348
Quote: 4
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Abstract


One Contacts more than 6000 pieces of advertisements on average every day. Are the advertisements outside the skyscraper still attractive? The advertisements on the wall of the metro and bus station cannot slow down the step of the office workers. Readers are tired of the graphic advertisements on the newspaper and magazine. Every year the budget for advertising of enterprises is more and more, but the congestion ofadvertisements is not optimistic.Active advertisers have broken through traditional four advertising medium (newspaper magazine broadcast and TV), and made use of diverse unconventional media- environment medium (guide post、present、car、a line of Crossing or a piece of slab…). They have created a lot of ingenious idea of advertisings. The kind of advertising has the trend to overspread and become a star on the stage of advertising. Environment media could be anything around our circumstance. Traditional advertising media costs takes up 80 % of the expense of advertising. New environment media can not only reduce advertising costs greatly, but also make audience be willing to accept and remember. It has its own advantages: low cost, high degree of concern and Strong targeted. At the same time, the disadvantages of traditional media exposes: the number of medium are eccessive; high expense of media; avoided by the audiences. The creativity upgrades the reputation and preference of brand and product invisibly. The communication effect is positive. Through the research of environment media advertising, the road of creating expands. The existence of advertising has unlimited potential-it can be anywhere and omnipotent. Environment media can take the place of traditional media gradually. It has epoch-making significance for audiences, clients, advertisers and the advertising industry.

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Advertising
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