An Empirical Research On Media Attitude Of Audiences' Attitude To Metro Advertisement

The audience's attitude of media influences the audience's attitudes of media advertising products to some degree.In the "audience-based" time,on one hand,the media owners and advertisers strive to catch the audience's attention,on the other hand,they strive to convert the audience's attention into purchasing power.All this is depend on the research of the audience's attitude on advertising media.With the development of the Metro economy,Metro media,which can easily catch a great deal of attention,has gradually become one of the city's high-quality medias.Under the guidance of the relevant theories of communications,advertising and marketing,based on the previous studies,this paper conducts an empirical research on the audience's attitude on metro advertising of B city,by using Excel and SPSS statistical methods,and found that:(1) the gender of audiences doesn't significant impact the attitude of the Metro media statistically,the female audiences' attitude include their attention,emotions and intent inspired by the Metro media are only slightly higher than the male audience's.(2) the age of audiences only significantly affects their attention,intent of audiences' attitude on the Metro media.(3) the frequent contact with the media advertising is easily lead to audiences' ads fatigue effect,which is a negative impact to the media attitude.However,the contact time is not a favorable impact on the media attitudes.(4) The location of advertise significantly influences audience's emotion to the Metro media, without affecting the attention and intent of the media attitude.The results of this study can test advertising strategies,the advertising works improvement, and the management of advertising activities,in order to provide decision-making support of MTR media business.