Study Of The Sub-public Communication Characteristic Of Outdoor Advertising Media

By 1998, the main commodities in our society have reached a balance of supplyand demand or oversupply level,that was to say a long-standing shortage-economy onthe way of economic development would be history. The increase in both quantity andtype of goods not only promises consumers more choices but also introducedpressure between enterprises.for enterprises,the fact is to live ,or to die. In order towin in the competition, enterprises begin to produce different products in place ofhomogeneous products , and target marketing concept also be accepted.As an important part of the marketing mix tools ,advertising also changed. Nowadvertising is requested more precisely, specifically saying that is to communicateappropriate information to appropriate person through appropriate media . Appropriatemedia demands the audience-group of the media matches together with the targetingcustomer-group of the enterprises closely,so the media can only be considered as asub-public media. Although the traditional media has done a lot of hours of attemptsand efforts, but the result is not satisfacting.the shortage of the sub-public media hasbeen the bottleneck hindering enterprises to chieve their marketing goals. And theoutdoor advertising medie as a natural sub-public advertising media has not beencorrectly understand and take full advantage of. This article describes the conversingprocess from mass communication to sub-public communication and its impact onadvertising ,then focuses on the sub-public communication characteristic of outdooradvertising media, And also probe the development and use of outdoor advertisingmedia .