大中城市户外广告规划差异论

与大城市相比,中型城市户外广告规划的差异性主要体现在城市街区地域特征不明显;消费观念保守,消费潜力不大;户外广告投放主体规模小而杂乱、专业人才缺乏,管理主体模糊等方面。因此,中型城市的户外广告规划方案必须导入DIS理念,创建城市个性形象,并遵循长期规划与近期目标双管齐下,理想化和现实可操作性相统一的原则。

The Discussion of the Differences on Advertising Programs Outdoors in Big- and Medium-Sized City

Compared with big cities, the differences of advertising program outdoors in medium-sized city are mainly shown in several aspects, for example, obscure street, consumers' conservative idea, small consumers' purchasing potential , little and disorderly scale of the subject of putting in advertisement outdoors, lack of professional talent,and vague systerm of the subject on advertising management etc. Therefore ,the scheme of advertising programs outdoors in medium-sized city has to absorb DIS concept, design a unique image of city , and follow the principle of long-term programs in accordence with recent goals, the unification of idealism and realistic operation.