The Research Of Advertising Communication In Zhengzhou Subway

The subway has always played an important role in city public transportation.Subway advertising,as one of the rapid transit advertising carriers,attract public concern with its rich and colorful forms.Compared with the outdoor advertising,subway advertising have the advantages like larger flow of people,higher degree of concern,higher recall rate,fixed target audience,and various media forms.Zhengzhou Metro Line 1 Project had completed by the end of 2013.With the rise of the subway in Zhengzhou,the subway media has achieved rapid development,and the subway media has become an important carrier of the advertising industry in Zhengzhou.The subway advertising not only carries its own commercial value,bu t also shows an important carrier of city culture and spiritual civilization construction.The investigation and research of subway advertising and its dissemination effect will contribute to the rational development and utilization of subway media resources,so as to enhance the subway advertising influence and realize the sustainable development of Zhengzhou subway advertising.This paper introduces the related concepts and theories of subway advertising,and systematically analyzes the spread of Zhengzhou subway advertising’s environment,advantage and subject.After the questionnaire survey,Zhengzhou subway advertising audience’s age,education,occupation and income as well as the subway advertising effect were all analyzed,and then summarized the cha racteristics and the attitude of the audience,so as to investigate the advertising effect.Through interview method,in-depth understanding of the Zhengzhou subway advertising development advantages and problems were carried out.The analysis found that t he Zhengzhou subway advertising with the problems of monotonous content,lack of creativity;advertising layout is not reasonable,and the space utilization rate is poor;Lack of local cultural advertising and lack of advertising evaluation,etc.Combined Zhengzhou subway’s great development potential and the perfect media environment of Zhengzhou subway advertising,with the fully understanding of the subway advertising audience characteristics,and the lessons from domestic and international experience in the development of subway advertising,this paper puts forward effective methods for Zhengzhou subway advertising: rich advertising content,enhance the advertisement creativity;inheritance of the ancient capital culture of Zhengzhou,promote public service advertising appeal;specialize advertising layout,enhance the metro space rate;establish a scientific evaluation system of media,optimize the advertising operation ability;innovative interactive marketing mode,strengthen the advertising effect and so on.Also stressed that the subway advertising communication will not only improve the economic efficiency,but also show the city style in the dissemination process,and enhance the city culture.Subway advertising and culture is closely related,more a ttention should be paid to the combination of local cultural characteristics with the display of advertising.