Audience analysis of subway ads
The effective dissemination of advertising is premised on the spreader's understanding of the target audience. It is necessary to rely on the principle of market segmentation in marketing theory for the study of advertising target audience. On the basis of studying the differences between the psychology and behavior of the advertising audience, according to certain variables, that is, the factors that affect the psychology or behavior of the advertising audience, the whole advertising audience is subdivided into different parts. Targeted ads based on the different characteristics of your ad audience.
For market segmentation variables, Kotler divides them into geographic variables, demographic variables, psychological variables, and behavioral variables. For the segmentation of advertising audience up to now, domestic research and surveys are usually conducted according to demographic variables, such as the National Advertising Journal and IIAI International Advertising Research Institute of the Beijing Metro survey of the Beijing Subway Advertising Performance Survey, Li Yan's "Metro Advertising Research", Chen Honghua's "Metro Advertising Effect Research" and so on are based on age, income, education and occupation and other demographic variables to analyze. Segmentation according to demographic factors can be convenient to divide the audience, but its biggest problem is that almost all advertising audiences can be segmented according to this factor, can not show the subway as a means of transport advertising media specificity, it has a more in-depth analysis. In addition, there is also according to the travel time analysis, but its disadvantage is that the same time period on weekdays and weekends have different travel purposes, and different travel purposes, will also affect their attention, understanding and memory of advertising, affect the realization of advertising effectiveness. The psychological characteristics of different audiences are not the same, even the same advertising audience will have different psychological conditions depending on the purpose of travel, which in turn will affect the effectiveness of subway advertising. Therefore, as a means of transportation, in addition to the use of the above variables, its advertising audience according to the purpose of travel segmentation shows its necessity.
The purpose of travel (refers to a trip to be completed tasks, in the specific division, will be slightly different, some will be divided into: work (or attendance), school, freedom (shopping, entertainment, sightseeing, etc.), business, home. China's urban rail network, "Shanghai subway station passenger flow transfer characteristics analysis" is divided into commuting (commuting, going to and from school), entertainment shopping, business and four other types. Combined with the above different classification methods, combined with the research purposes of this paper, in this paper, the purpose of travel is divided into: work and school, after work and school, business, entertainment shopping five categories. For subway advertising audiences in the first place, the time pressure is different. Audiences will determine how much information they search (continue to send a page of content online) and how the information is processed, based on how much time they have. Under the condition of high time pressure, the audience will speed up the collection of information, and the content that is freely recalled for advertising will be significantly less than the low time pressure group. Second, the audience's interest in media advertising, it will directly affect the audience's acceptance of advertising content. Some people want to know what they're interested in through advertising, while others don't like that ads always appear in their own vision to influence their thinking. The willingness of the same audience to accept ads may vary depending on the purpose of the trip. For example, when a person on his way to work and school, perhaps because his purpose is to work and study, psychologically more to think about work or for the day will start work and study to keep sharp, rather than spend any energy to focus on advertising; In this paper, according to the above factors affect the high and low, the different travel purposes of the advertising audience is set for different areas for analysis.
1. Go to work and go to school. The purpose of this trip is concentrated in the early 6:00-9:00, time pressure is greater, when the passenger holds the handle, the advertisement will also be unanneded by the passenger's attention, so compared to other outdoor advertising has a higher degree of attention, naturally has a higher memory rate.
2. The target audience is more fixed. Different ads have their own target audience, only a full understanding of the target audience can develop more targeted advertising. The audience of subway advertising is of course subway passengers, according to the National Advertising Magazine and IIAI International Advertising Research Institute survey of the Beijing subway, subway passenger group is relatively stable, the age is concentrated in 18 to 40 years old, education is mostly college or above, income to middle and high-level income-based, occupation is also mostly company employees, college students and managers.
3. Media forms are diverse. Subway advertising broke the general outdoor advertising many times to print-based advertising pattern, it will be print advertising, television advertising, radio advertising and newspaper advertising and other organic integration, through various forms to stimulate the senses of the target audience, to achieve better advertising results
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