Research On The Value Evaluation Of Civil Airport Advertising

Recently,when China’s economy continues to make progress,the advertising industry is also actively developing.The advertising industry has achieved growing scale,in which the progress of civil airport advertising is particularly prominent.Civil airport advertising media is the representative of new media.It’s a new form of advertising,and civil airport advertising also has great advantages in audience groups,information dissemination environment,advertising display,brand image building and so on.Although the development prospect of civil airport advertising industry in China is very optimistic,from the perspective of value evaluation,civil airport advertising is far behind other advertising media in terms of advertising effect evaluation and advertising value evaluation.Compared with other mainstream media,civil airport advertising media lacks a more reasonable evaluation method,which leads to information inequality in market transactions.Therefore,to evaluate the value of civil airport advertisement scientifically and reasonably,first,we should build a comprehensive and targeted evaluation system of advertising value in airport,which is the basis of the former.Based on the above discussion,in the evaluation of civil airport advertising resources,this paper integrates it into a form of advertising space,and discusses the value of civil airport advertising space with reference to the value evaluation of public open space.The author uses the contingent valuation method to construct the imaginary market of airport advertising space and the influencing factors of consumers’ purchase intention,and finally establishes the advertising value evaluation model.Due to the large gap in the internal development level of civil airports,in order to make the value evaluation more targeted,this paper divides airports into four categories: first tier city airports,new first tier city airports,provincial capital city airports and tourist city airports,and calculates the overall value of each airport advertising.As an advertiser’s hypothetical position,this paper establishes an evaluation model and conducts a questionnaire survey to find out the factors that affect the value of civil airport advertising,then estimates the value of civil airport advertising resources.After analyzing the four types of civil airports in China,this paper finds a new method to evaluate the advertising value of civil airports by using the relevant concepts of space value,hoping to provide reference for other civil airport advertising value evaluation and similar research in the future.