【摘要】：近年來,隨著經(jīng)濟的發(fā)展和政府一系列惠農(nóng)政策的實施,湘北農(nóng)村經(jīng)濟得到飛快的發(fā)展,農(nóng)民的收入逐年增長。農(nóng)民消費能力的提升也讓許多企業(yè)看到了新的市場。對于企業(yè)而言,農(nóng)村戶外廣告制作簡單、價格實惠,無疑是開拓市場的首選。但是與城市相比,農(nóng)村基礎(chǔ)建設(shè)薄弱,受眾消費能力遠遠低于城市,農(nóng)村戶外廣告的發(fā)展仍舊停滯不前。如何提高湘北農(nóng)村戶外廣告的影響力,發(fā)揮更好的營銷效果是眾多廣告商迫切關(guān)注又急需解決的課題。學(xué)界應(yīng)對此加強研究,為實踐提供理論指導(dǎo)。戶外廣告屬于實踐性較強的領(lǐng)域,要研究必須深入一線考察。筆者通過文獻研究法和對常德市下屬的桃源縣、安鄉(xiāng)縣、漢壽縣等地的戶外廣告投放情況進行實地考察,并對桃源縣境內(nèi)的兩條主要省道S206、S226周圍的群眾開展問卷調(diào)查,發(fā)現(xiàn)湘北農(nóng)村地區(qū)戶外廣告投放雖較普遍,農(nóng)村消費者的接觸情況也不錯,但綜合起來考察,湘北農(nóng)村戶外廣告投放中存在諸多問題:廣告創(chuàng)意思維局限、表現(xiàn)力不足;廣告投放模式簡單粗糙;傳播效果難以測量等。針對上述問題和實地調(diào)查的結(jié)果,筆者認為要提升湘北農(nóng)村戶外廣告的投放效果,要從設(shè)計、投放和監(jiān)管三個方面去努力。首先設(shè)計上要堅持實用簡潔美觀的原則,巧妙利用環(huán)境設(shè)計實用的廣告信息,努力實現(xiàn)戶外廣告設(shè)計的景觀化,注意戶外廣告設(shè)計的簡潔互動,同時要明白農(nóng)村戶外廣告設(shè)計的關(guān)鍵是創(chuàng)意,因地制宜選擇合適的創(chuàng)意形式。好的創(chuàng)意作品還需好的媒介投放渠道。要提升湘北農(nóng)村戶外廣告的效果,必須重新構(gòu)建“以中心城鎮(zhèn)—主干道”的媒介投放策略,同時選擇人口集中居住地投放,根據(jù)受眾接受心理決定投放頻次,采用“跟隨環(huán)繞”消費者的媒介組合策略、將長效媒介與瞬間媒介組合,將線上媒介與線下媒介組合。戶外廣告投放在室外,風(fēng)吹日曬雨淋,容易損毀,加之投放區(qū)域廣闊,統(tǒng)一規(guī)劃較難。因此需要對戶外廣告的投放進行監(jiān)管很有必要。如嚴格戶外廣告市場的準入機制,加強事中巡查,責(zé)任落實到人,加強專項整治,嚴厲打擊虛假廣告,努力提升廣告從業(yè)者的素質(zhì),完善相關(guān)的配套法規(guī)等。
[Abstract]:In recent years, with the development of economy and the implementation of a series of favorable agricultural policies of the government, the rural economy of northern Hunan has been developing rapidly, and the income of farmers has increased year by year. The promotion of farmer's consumption ability also lets many enterprises see new market. For enterprises, rural outdoor advertising production simple, affordable, is undoubtedly the first choice to open up the market. But compared with the city, the rural infrastructure is weak, the audience consumption ability is far lower than the city, and the development of rural outdoor advertising is still stagnant. How to improve the influence of rural outdoor advertising and play a better marketing effect is an urgent concern and urgent need to be solved by many advertisers. The academic circles should strengthen the research to provide the theoretical guidance for the practice. Outdoor advertising belongs to the field of practice. Through literature research and field investigation of outdoor advertising in Taoyuan County, Anxiang County, Hanshou County, and so on, the author conducted a questionnaire survey on the masses around S206 and S226, two major provincial roads in Taoyuan County. It is found that although the outdoor advertising in rural areas of northern Hunan is relatively common and the contact situation of rural consumers is good, comprehensive investigation shows that there are many problems in the outdoor advertising in rural areas of northern Hunan: limited creative thinking of advertising and insufficient expressive power; Advertising mode is simple and rough; the effect of communication is difficult to measure. In view of the above problems and the results of field investigation, the author thinks that in order to improve the effect of outdoor advertising in rural areas of northern Hunan, we should make great efforts in three aspects: design, investment and supervision. First of all, we should adhere to the principle of practical simplicity and beauty in design, skillfully use the practical advertising information of environmental design, strive to realize the landscape of outdoor advertising design, and pay attention to the concise interaction of outdoor advertising design. At the same time, we should understand that the key of rural outdoor advertising design is creativity and choose the appropriate creative form according to local conditions. Good creative works also need good media delivery channels. In order to improve the effect of outdoor advertising in rural areas of northern Hunan, we must re-construct the media delivery strategy of "the central town-main road", at the same time choose the place where the population is concentrated, and decide the frequency of delivery according to the audience's acceptance psychology. By using the strategy of "following around" consumers, the long-term media and instantaneous media are combined, and the online media and offline media are combined. Outdoor advertising in outdoor, wind and rain, easy damage, coupled with the wide area, unified planning is difficult. So it is necessary to supervise the outdoor advertisement. Such as strict outdoor advertising market access mechanism, strengthen inspection, responsibility to people, strengthen special treatment, severely crack down on false advertising, strive to improve the quality of advertising practitioners, improve the relevant supporting laws and regulations.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F713.8

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