目录 中文摘要··················································1 英文摘要··················································2 1文献综述················································3 ··································3 ····································3 广告效果测评概述·····································8 2研究设计与方法·········································9 问卷设计············································9 数据收集············································9 ·············································9 3研究结果与分析·········································10 ·························10 ·························10 ·························11 ·······················14 ·························15 4 讨论··················································19 5 建议···················································20 参考文献·················································22 致谢·····················································26 附录·····················································27 大学生对洗手间广告的态度研究 摘要 作为新兴的洗手间广告媒介形式,洗手间广告媒体在泛媒介化时代占据着重要地位,洗手间广告策略并非仅仅是源于商业广告空间的扩张,而是把人性化需要和广告的广泛性合理应用综合起来有选择性的广告方式。受众对于洗手间广告的态度,对于洗手间广告效果(品牌态度以及购买意图)的测评有非常重要的意义。大学生是洗手间广告受众中具有代表性的一个年轻群体,研究大学生对于洗手间广告的态度,有助于广告设计制作人员和企业营销者针对这一目标消费者群设计和制定合理的营销沟通策略,提高营销沟通的效率。 通过对苏州大学文正学院的 108份有效样本的研究分析,作者发现大学生对洗手间广告的态度是消极的;大学生对洗手间广告的内容的态度是积极的;大学生喜欢新颖的,漫画及故事形式的广告;大学生对洗手间广告的优缺点的态度很明确,大多数都认为成本低是其最大的优点,容易受到损坏是其缺点;洗手间广告在国内的效果不理想,洗手间的环境对广告的效果有促进作用。根据对大学生对洗手间广告态度的研究,对洗手间广告未来来的发展做出了多方面的建议。 关键词:大学生;洗手间广告;态度 Abstract As a new advertising medium in the form toilet, toilet pan-media advertising media in the era occupies an important position, the toilet is not just advertising strategy from the expansion mercial space, but to human needs and reasonable application of the breadth of advertising together Selective advertising. The attitude of the audience for the bathroom advertising, restroom adverti
