On The Value And Utilization Strategies Of Environmental Media

With the development of science and technology, the role of consumer, brandcompetition and the aggravation of the market segmentation, and many other factors,the traditional media has more and more difficult to meet the increasingly complexdemand of the spread of advertisers.Environment as a new form of advertising mediaare constantly applied to commercial advertising, showing broad prospects fordevelopment. Compared with traditional media, environment media greatly broadenthe information transmission channels by rich expressional form ofadvertising,compared with the low cost make it to be popularized in many fields,diversified expression contributes to the contents of advertisements which is moreflexible, cleverly integrated into the environment, greatly reduce resistance inaudience of advertising information. Therefore, it is necessary to develop a in-depthstudy on the value and the use of environmental media strategy.Environmental media’s basic characteristics and form determines that it musthave incomparable advertising value of traditional media: efficiency value,Environmental media’s basic characteristics and form determines that it must haveincomparable advertising value of traditional media: efficiency value, reduce theadvertising cost; Innovation value, break through the conventional media category,expand business advertising creative space; Experience value for the audience tocreate "experience", to improve the influence of the advertisement information;Advertising and entertainment value, contribute to environmental linkage, increasedadvertising appeal; Perceived value, stimulate consumer senses, make advertisinginformation can be retained for a long time; Spread value, raising issues, triggeringthe multistage spread of advertising information.In recent years, China’s advertising industry started to attach importance todevelopment and utilization of environmental media, although the potential of themedia have been digged to a certain degree, environmental media are still relegated toexpansion and extension of outdoor media. Research shows that the environmentalmedia in our country does not break through the traditional mode and have someprominent problems which mainly reflected in: the media’s single form, lack ofcreativity; Uneven development, the overall low level; trival administrativeexamination and approval formalities, etc.Environmental media has the creative thinking form by fitting physicalproperties into of advertising, thus having the advertisement effect which thetraditional media planning cannot be achieved. To achieve perfect environmentalmedia advertising effects, finding or creating the appropriate contact environment isthe key, making the linkage of the advertising information and the environment is thepremise to attract target audience experience, and the innovative thinking throughenvironmental limit is the guarantee. the strategy of environmental media use shouldbe considered from two perspectives: media itself, mainly including local materials,the use of the environment; digging a new carrier; the old carrier of innovation; the use of interactive games which can lead to the audience’s participation; use newtechnology, etc.; From the point of view of audiences, including mobilizingparticipation by many senses, attracting the audience to participate in the process ofdissemination of information, etc.In order to fit Environmental media really into public life and realize themaximization of its advertisement value, you need to pay attention to comply with thesurrounding natural environment, respect the audience’s psychological feelings, makeadvertising content simple, at the same time, you should also avoid monotony.strategically overall arrangement and reasonable use a variety of media to spread isvery important.