An Analysis Of Advertisement Audiences In County Towns Of Central China

The economical function and the social impact of advertisement are increasingly significant in county towns of Central China. It appears quite essential to perform a research of advertisement audiences in these areas. This research executed a questionnaire survey in Feixi County of Anhui Province as a sample area. Based on the data statistical analysis methods such as correlative analysis, factor analysis, multivariate linear regression analysis and so on, and under the direction of Communication, Advertising and Sociology theories, this research discussed advertisement contact and cognition situation of the sample, explained the causes and regularity of these present situation, revealed the factors which influences the advertisement contact and cognition; and this research also generalized the consumption characteristic of the resident in county towns, explored the influences to the consumption conception and behavior which caused by the advertisement contact and cognition.Based on the collected questionnaire data, this study obtains the following conclusions:In the advertisement contact aspect, the advertising media type which the county residents contacts presents a multiplex situation. The new advertising media such as Network advertisement and Outdoor advertisement have possessed considerable contact quantity, but the television advertisement is still the most important advertisement media. Audiences' advertisement contact is influenced by the individual characteristics, while not influenced by the subjective demand.In the advertisement cognition aspect, the residents'cognition of advertising is not quite affirmative, the credibility of advertising is not optimistic. The advertisement content type which the audience preferred and rejected are very centralized and the related companies should pay attention to this phenomenon. Audiences' advertisement cognition is affected by the advertisement contact; and this conclusion demonstrated the"cultivation"effect.In the consumption characteristic aspect, the consumption characteristic of county residents is in a coexisting stage of traditional and modern characteristics. The advertisement contact and the advertisement cognition both influence the consumption characteristic. The more the audiences contact the new advertising media, and more positive judgment to the advertising, the consumption characteristic tending to modern; on the contrary, it tends the traditional and conservative.Finally, this paper summarized the research discovery, and provided some suggestion to promote the economical and social efficiency and to enhance the interaction between advertisement and audience.