The Research Of Subway Advertising's Communication Strategy

Subway is a means of transport and a carrier.As an outdoor advertising,subway advertising also possess a semi-closed property and the characteristics of relatively fixed audience and obvious features.Many brands pay more attention to the role of subway media.In the claustrophobic space of subway,advertising use creativity,new technology and other means to grab the audience's eyes,or establish emotional communication with the audience.The transmission way of the subway advertising was changed by the emergence of network,social media and other new media.More and more subway advertising is not limited to the transmission of information,but also using a variety of media integration and new technology to achieve interaction with the audience,and become a bridge between the brand and the audience,or into the subway environment.Through the successful analysis of the subway advertising case in the advertising website,we can see that more and more brands learn to use new thought to make the one-way information transmission subway ads better meet the needs of the audience.And continuously updating the traditional one-way information transmission mode to interactive experience advertising mode.In the new media environment,subway ads pay more attention to product type and target audience matching;apply more form of interactive experience to enhance the interaction with the audience,making them get a sense of participation;pay more attention to the emotional transfer,entertainment way of information communication,with a fun and easy way to communicate to deepen the audience's impression of the brand.Although the subway environment is more claustrophobic than other outdoor advertising,it does not mean the spread of information is closed.Avoiding weaknesses,integrating new media effectively and using the new technology,subway advertising can play the wonderful.In the new media environment,the development thought of subway advertising needs to change.If continue to use traditional thought to operate and put subway ads,the effect of subway advertising will be difficult to maximize.Therefore,in the competition situation of subway advertising and new media,only to meet the challenges,scientifically use the new media technology and change the traditional communication thought,adapt to the situation and apply scientific strategy of advertising communication,and meet the needs of the audience to a greater extent,can the subway media play a greater value.