Research On The Effect Of Chongqing Rail Transit Advertisement Communication Based On AISAS Model

The role of advertising in the market economy has become increasingly prominent.Under the Internet environment,the era of “wine is not afraid of alleys”has long since become a thing of the past.In the fierce market competition,advertising has become the most direct and fastest channel for consumers to know commodity information.Whether the effect of advertising in the face of huge advertising fees is conducive to promoting the sale of goods,and whether consumers' cognitive responses to advertising have rules that can be followed,these have become the core issues in the study of advertising effectiveness.The traditional advertising cognition response model believes that consumers are obeying a classic cognitive response model from the beginning of the advertisement to the subsequent purchase behavior.This paper is based on the "AISAS" cognitive response model,in "AISAS".In the cognitive response model,the effects of Chongqing rail transit advertisements in the audience are studied from the perspectives of attention,interest,search,action and sharing.Based on the basis of questionnaire survey,this paper looks for the factors that influence the five elements of consumer perception “AISAS”,and finds that Chongqing Rail Transit advertising based on “AISAS” cognitive response model has problems in the process of acting on consumers,and Chongqing track.Whether the cognitive response model of “AISAS” is followed in the process of dissemination of traffic advertisements.From the results of data survey,the overall communication effect of Chongqing rail transit advertisement based on AISAS cognitive response model is not significant.Consumers' contact with Chongqing rail transit advertisement does not follow the cognitive response model of “AISAS”.From the analysis of the questionnaire,it can be seen that the main reason that most consumers think that the effect of the five elements of AISAS is affecting is that Chongqing rail transit advertisement lacks creativity,lack of interaction and lack of interest.In the study of the continuity of "AISAS" It is found that the attention paid to Chongqing rail transit advertisements will affect the purchase behavior of consumers,but it is not related to consumers' interest in advertisements,search advertisements and advertisement sharing.Consumers' interest in Chongqing Rail Transit has a clearconnection with advertising search and advertising search,but has less impact on consumers' purchasing behavior.There is a clear correlation between the behavior of consumers purchasing products through Chongqing rail transit advertisements and advertising sharing behavior.Therefore,it can be said that in the Internet era,consumers' behavior after contact with advertisements does not follow the cognitive response model of “AISAS”.In the Internet environment,consumers have more uncertainty in their behavior after contact with advertisements.According to the questionnaire survey,this paper summarizes the problems existing in the effect of Chongqing rail transit advertisement communication based on the "AISAS" cognitive response model,and proposes specific suggestions to improve the communication effect of Chongqing rail advertisement according to the existing problems.