拓展的新蓝海——我国空间广告媒体发展思辨

当前，传统广告媒体的竞争日益激烈并催生出一种新的广告媒体——空间广告媒体。它多以灯箱路牌广告、车身广告以及处于发展态势的液晶显示屏广告等形式存在，在发展过程中充分利用了人类活动空间资源和注意力资源，关注于不同类型的发布渠道，以唤起消费者的消费欲望，从而拓宽了广告信息的发布空间，但是也面临着难以平衡与其生存相关的各公共关系、发布周期难以掌握、广告投放效果不确定等困扰。为此，必须注重目标受众的情绪反应，充分利用空间资源，不断增强广告的针对性和形式上的创意性。

Exploring New Blue Sea——Thoughts on the Development of Chinese Space Advertising Media

The fierce competition among traditional advertising media has generated a new advertising medium form,the Space Media,with advertisements presented on light boxes,road signs,vehicle bodies,and LCDs.It makes full use of human space resources and attention resources to develop different types of distribution channels to arouse consumptive desires and broaden the space for advertising information releasing.But there are still problems,such as various public relationships balance,the issuing circle mastering,u...