摘要
通过对不同广告媒体态度指标体系、项目及广告的特征,综合分析了公众对媒体广告的态度体验。选取西安市中心地区中等经济收入被试347名。结果表明:公众对广告整体态度是积极的;电视广告是最实用、有效的媒体广告;公众更关注广告信息传递方面的特征,广告中有产品价格介绍是重要的广告信息传递特征。
The investigation focused on attitude of local public toward media advertising. By surveying 347 people in Xian, the result showed that people held positive attitude toward advertising in general. The effect of TV advertising just reached its highest points efficiency. People devoted their attention to the characteristics of information transfer of advertising. Introducing prices in adverting should be one of the important traits to advertising message transfer.
出处
《北京理工大学学报（社会科学版）》
2006年第1期110-114,共5页
Journal of Beijing Institute of Technology：Social Sciences Edition
关键词
公众
态度
广告
local public
attitude
advertising
