Evaluation On The Effects Of Urban Outdoor Advertising

Urban outdoor advertising of all forms of advertising in a long history, with the expansion of living space, as well as the continuous development of the way of life, all forms of media everywhere, urban outdoor advertising is no longer the traditional sense of the media, It has greatly extended the meaning of the. In this paper, urban outdoor advertising for the study, by analyzing the development of outdoor advertising, learn from other countries to assess the effectiveness of outdoor advertising theory and practice-related experience, combined with the city of Changchun, the effectiveness of outdoor advertising for evaluation.First of all papers to assess the effectiveness of advertising and research at home and abroad are reviewed, and then assess the effects of urban outdoor advertising methods are compared and analyzed, and finally to determine the method of this paper and research steps. On this basis, the city of ChangChun City, the effects of outdoor advertising field research, and commodity groups and commodities related to a detailed analysis. Based on the analysis of outdoor advertising to build the city's economic assessment of the effect of physical indicators and indicators to determine the principles to be detailed analysis of the process.In these analysis, the use of AHP to determine weights, the effect of making ads more accurate assessment methods. This allows the results of the assessment not only reflects the short-term effects, but also reflects the cumulative effect of advertising, hysteresis effect which makes the result more reasonable and scientific. Based on certain assumptions, to build a fuzzy comprehensive evaluation method to assess the effect of advertising. The assessment methods will be incorpo-rated into a variety of factors in the evaluation system, so that method of advertising effectiveness can be further simplified. Finally, select the Changchun City for the study of outdoor advertising, data collection through questionnaire surveys and the real effect of advertising. The use of fuzzy comprehensive evaluation method of evaluation results show that the effect of the Changchun City, the outdoor advertising in the economic evaluation a bit more on the middle level, in line with the actual situation. At the same time, the application of this method reflects the higher Changchun City real effect of outdoor advertising, and further illustrates the usefulness of this method and maneuverability, it can be used as the effect of urban outdoor advertising in accordance with methods of assessment, so as to urban outdoor advertising decision-making theory.