Industry Intelligence . . An analysis of the audience's eyes of the elevator media - home appliances, cars as an example to specifically evaluate the elevator framework media advertising effect
With the rapid development of urban construction, the number of elevators is increasing, the proportion of consumers obtaining commodity information through elevator media is getting higher and higher, and elevator media advertising has a higher and higher impact on consumers. Elevator media, is a unique and high-quality media, make up for the audience boring time on the strong demand for information, in the characteristics of the media has a strong targeted, strong impact, non-disturbing and so on. In terms of reaching the population, elevator media coverage is mainly for high-end household consumers and high-level white-collar, successful people and other urban high-income groups, potential consumption power, high cultural level, social impact, in advertising vision, advertising audiences can face-to-face feeling frame advertising screen, zero distance to accept the visual impact of frame advertising, in the elevator environment, the number of advertising brands in the elevator, compared with other media environment, the mutual interference between brands is small, Advertising information can produce strong consumer stimulation, elevator media is with the development of urbanization and constantly strengthen its dissemination value.
The cost of advertising is an investment of advertisers, investment is bound to be returned, with advertisers on the elevator media attention and recognition of more and more high, we can not help but want to understand the elevator media ads can bring about what kind of return? In this paper, Wan and water heater and Ford Motor, for example, through specific data analysis of the two brands in the elevator frame media advertising performance, from the advertising dissemination effect, advertising appeal effect, advertising behavior effect on the audience three levels of all-round analysis of elevator media advertising effect.
The effect of advertising communication refers to the extent to which the advertisement reaches and the degree of attention the audience pays to the advertisement. Advertising effect is first reflected in reaching the audience level, only effectively reach the target audience, can talk about the audience's attitude and action towards advertising. On the whole, the dissemination effect is the basis of advertising effect.
According to wude Market Research Co. , Ltd. in The Chinese language media building elevator media advertising performance evaluation research, Wan and inverter water heater in the elevator media ads, the pre-prompt arrival rate of 74.7%, the prompt reached 81.9%, Ford car prompt before arrival rate of 75.2%, the prompt after the arrival rate reached 82.5%, advertising reached the vast majority of the target audience, leaving a deep impression on the audience. From the point of view of the frequency of advertising viewing, the average frequency of ad audience contact and advertising reached 6.3 times per week, a week of contact with Ford motor vehicle advertising frequency of 8 times and above nearly 30%. The high reach of the advertising audience reflects the powerful communication power of elevator frame media.
The effect of advertising appeal mainly refers to the appeal and psychological reflection of the audience in the form, creativity and content of advertising. On the one hand, the appeal effect depends on the advertising's understanding of corporate culture and marketing strategies and products, and on the other hand, on the form of advertising. In this survey, the advertising audience on wan and water heater in the "wind-resistant low noise, constant temperature and energy-saving" text memory of 88.3%, for Ford car advertising "Happy summer, welfare driving!" "The memory of the text reached 74.4%, the main elements of the ad have impressed the audience, almost all the advertising audience can recall the content of the ad to varying degrees.
From the factors that attract viewing, both ads are the most attractive to the advertising audience, in addition to advertising creativity, advertising color contrast is also the main factor to attract advertising audiences to watch ads. Judging from the overall evaluation of advertising by the audience, nearly 60% of the advertising audience thinks that the ads are eye-catching, and nearly 40% of the advertising audience thinks that the ads are unique and different. It can be seen that the elevator media on the one hand has a strong visual impact, can be eye-catching to present the advertising screen, on the other hand, also reflects the advertising audience's recognition of the advertising content.
The behavior effect of advertisement to the audience refers to the brand preference behavior, consumption tendency change and purchase action caused by the psychological reflection of the advertisement. The effect of advertising in affecting the behavior of the audience is the continuation of the effect of advertising appeal and the final embodiment of the effect of advertising investment. In this survey, Wan and Ford brand ads have a positive impact on the audience, this effect in increasing the audience's understanding of the brand, enhance the audience's interest and attention, as well as advertising audience recommendations to others and so on.
In terms of impact on spending intentions, more than 70% of Wan and Inverter ad audiences said after seeing the ads that "significantly increased the likelihood of buying Wan and Water Heater" and "will make Wan and Water Heater an alternative"; In addition, according to the research data can also be seen that the advertising audience and non-advertising audience of the preferred intention of the research brand also has a large difference, non-advertising audience of Wan and the brand's preferred intention is 22.6%, and the advertising audience's preferred intention of the brand increased to 30.2%, it can be seen that advertising audience selection of the brand has a positive effect. From the overall impact of advertising on the willingness to consume, brand advertising in the elevator framework media has been recognized by consumers, but also reflects the high impact of elevator framework media.
Advertising communication effect is the basis of appeal effect and behavior effect, three levels of advertising effect in turn, in brand cognition, advertising arrival, advertising memory, advertising understanding, advertising impact and other aspects of all-round impact on the target audience. This study of the two major brands of advertising audience research found that the elevator media advertising audience education is high, more than 50% of the advertising audience has undergraduate education and above, the average monthly income of individuals are more than 12,000 yuan, the average monthly income of families are more than 20,000 yuan. The advertising value of the media audience is reflected in the quantity and quality of the audience, the quantity is the number of the audience, and the quality is the composition of the audience, the two factors together form the communication power and influence of the elevator framework media.
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