Chengdu Bus Mobile TV Advertising Communication Effect Research

Mobile TV is the media, which is through the wireless digital signal emission,terrestrial digital receiving way broadcast and TV receiving new city regional. The busTV get rid of the fixed viewing faults, extend the radiational TV space. On January1,2003, Shanghai officially launched bus TV, and become China’s first, the second apopular mobile TV city. Then Beijing, Nanchang, Qingdao, Chengdu and other citiesalso follow the development of bus mobile TV in just two or three years.On the other hand, advertising as a carrier of business information and culturalinformation of a mass, promoting the market competition and technological innovation,its income has always been an important part of the income structure of broadcastingsystem; advertising multicast limit order has triggered a chain reaction, the traditionalTV advertising prices will continue to rise, advertisers may find carrier new marketing,media and mobile TV has become a media operators and advertisers concern.Based on the above realistic background, to analyze the propagation effect in thisstudy from the communication, advertising, marketing, psychology of the bus mobileTV advertising, mobile TV advertising communication is found in the current problemsand deficiencies, and the perspective of communication put forward to improve theeffect of communication based on the corresponding strategy, improve the bus TVadvertising attractive and persuasive. The main contents:1, The study of Chengdu level of bus mobile TV communication effect relationship.McLuhan believes that the media is the basic driving force of social development,produce every kind of new media have created human perception and cognition of theworld, in the dissemination of the change of human feeling, also changed therelationship between people, and create a new type of social behavior, the effect isproved through a case study of bus television advertising for the passenger ’s cognition,emotion and behavior, and with the case analysis to tease out the relationship betweenthe level of advertising communication effect; 2, The study of main factors that influence the advertising effect. Paper based onthe theory of Carl Hovland persuaded by analyzing the television advertising topersuade the audience to explore the main factors that influence the spread ofadvertising to persuade, the noise is one of the influence factors of bus mobile TVadvertising communication effect, when the noise appeared in the process oftransmission, we should strive to handle the balance between the effective informationand redundant information. By analyzing noise factor that influence the spread of busmobile TV effect, corresponding strategies are put forward based on the noise, reducethe possibility of advertising information submerged, improve the advertisinginformation to the audience appeal;3,"Mao duo li" advertising as a case, from the advertisement effect, the effect ofadvertising media and advertising psychological effect of further analysis in threeaspects: the low involvement level mode propagation effect, and on the basis ofexploring the way to improve the effect of bus mobile TV advertising communication.