| 刘永超.基于互动媒体的户外广告对品牌认知度的影响机制研究[J].包装工程,2022,43(24):237-245. |
| 基于互动媒体的户外广告对品牌认知度的影响机制研究 |
| Effect Mechanism of Interactive Media-based Outdoor Advertising on Brand Recognition |
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| DOI：10.19554/j.cnki.1001-3563.2022.24.027 |
| 中文关键词: 互动媒体 户外广告 品牌识别 用户体验 |
| 英文关键词: interactive media outdoor advertising brand identification user experience |
| 基金项目:2020年青岛市社会科学规划项目(QDSKL2001204);2020年度山东省艺术科学重点课题青年专项(QN202008196);青岛农业大学博士基金(1120708) |
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| 中文摘要: |
| 目的 面向互动媒体背景下的户外广告，分析其对品牌信息认知的有效性，为互动媒体户外广告信息传播提供方向。方法 以互动媒体、户外互动广告及品牌认知理论为基础，从物理要素、认知要素和媒介要素三个层面构建模型，找到能够有效影响品牌认知度的信息传递影响指标，探讨品牌涉入与户外互动广告的有效路径。结果 明确户外广告互动媒体对品牌传播的影响机制，以及有效提高品牌认知度的主要策略。结论 互动媒体环境下的户外广告是以认知因素为中心进行的社交互动表现，媒体的介入可以提高体验过程中的信息传达，使其互动更具影响力。对各个技术领域和设计方案进行研究，让用户对基于互动媒体的户外广告产生兴趣，并自愿参与媒体互动，从而有效提高品牌知名度。 |
| 英文摘要: |
| The work aims to analyze the effectiveness of interactive media-based outdoor advertising on the brand information, and provide direction on the dissemination of information in the interactive media-based outdoor advertising. On the basis of interactive media, outdoor interactive advertising and brand cognition, a model was constructed from three elements of physics, perception and media to study the effect factor of information transmission, which could effectively affect the brand awareness, and discuss the effective path of brand involvement and outdoor interactive advertising. The effect mechanism of outdoor advertising interactive media on brand communication and the main strategies to effectively improve brand awareness were clarified. The interactive media-based outdoor advertising is the performance of social interaction, which is centered on the perceptual factor. The intervention of media could improve the information transmission in the process of experience, making the interaction more influential. However, it is necessary to further study various technical fields and design activation schemes to make users be interested in the interactive media-based outdoor advertising and willing to participate in the media interaction, which will effectively improve the brand awareness. |
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