| 基于受众心理的广告逃避对策研究 |
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| 引用本文： | 薛红燕,杨东红,徐伟佳.基于受众心理的广告逃避对策研究[J].价值工程,2011,30(15):60-61. |
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| 作者姓名： | 薛红燕 杨东红 徐伟佳 |
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| 作者单位： | 1. 东北石油大学经济管理学院,大庆,163318
2. 大庆市萨尔图区组织部,大庆,163318 |
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| 摘 要： | 当人们的生活被越来越多的广告包围的时候,很多人对广告选择了逃避和漠视。广告逃避现象的普遍化一方面是因为消费者选择性的增多,另一方面是源于广告质量的低劣和广告播放方式不当,要减少广告逃避,需要从提高广告吸引力、合理设置广告播放的位置和时间、在多种媒体刊播广告、尝试采用公益广告和植入广告等几方面采取措施。
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| 关 键 词： | 广告逃避 展露 广告诉求 完形原则 植入广告 |
Countermeasures to Advertising Escape Based on Audience Psychology |
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| Xue Hongyan,Yang Donghong,Xu Weijia.Countermeasures to Advertising Escape Based on Audience Psychology[J].Value Engineering,2011,30(15):60-61. |
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| Authors: | Xue Hongyan Yang Donghong Xu Weijia |
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| Institution: | ① Xue Hongyan;① Yang Donghong;② Xu Weijia(①College of Economics and Management in Northeast Petroleum University,Daqing 163318,China; ②Organization Department of Daqing City Saertu District,Heilongjiang Province,Daqing 163318,China) |
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| Abstract: | More and more people's lives are surrounded by advertising,many people begin to escape and ignore the advertising.On the one hand,the generalization of the phenomenon of advertising escape due to increased consumer choice,and on the other hand is due to poor quality advertising and wrong advertising methods.To reduce advertising escape,we need to enhance the ads attractive and make it reasonable to set the location and broadcast advertising time,advertise in a variety of media,try to public service ads and ... |
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| Keywords: | advertising escape exposure advertising appeals gestalt principles placement advertising |
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