Study On The Construction Of Value Evaluation System For Outdoor Billboards

Since China adopted the reform and opening-up policy in late1978，theadvertising industry of China had grown dramatically with the vigorous growth ofmarket economy. In this process the development of outdoor advertising is particularlynoticeable. As a form of advertising, outdoor advertising have unique advantages in thepromotion of new products and building brand identity. Advertisers devoted more andmore money to it. Although the prospects for outdoor advertising industry is optimistic,the outdoor advertising lags behind the other forms of advertising.The outdoor advertising lacks a value assessment system like the mainstreammedia. The outdoor advertising company can not use scientific data to explain how toinvest in outdoor advertising to its customer. There lacks a communication platformbetween the two sides. Based on this fact, this article has put forward an outdoorbillboards valuation model. Based on the review of relative studies, the basicinfluencing factors of the value of outdoor billboards which include five primaryindicators and19secondary indicators were identified. The index weights of variousfactors were calculated by the application of Analytic Hierarchy Process. Finally, theevaluation model was used in the value evaluation of three different outdoor billboards.The outdoor billboards selected in this paper were light box advertising in HuanghuaInternational Airport arrival hall, rooftop advertising of Furong Road Moderninternational building and double-sided column ad at Changyi expressway. Theassessment was calculated in the form of experts questionnaire. By studying thequestionnaires statistical data，the media-level factors of the three outdoor billboardscan be analysed. The studies show that the three outdoor billboards have similar totalindex scores. But there is a significant difference in each index score. The advertisingvalue score of the three outdoor billboards from a higher to a lower，that arerespectively rooftop advertising of Furong Road Modern international building、boxadvertising in Huanghua International Airport arrival hall and double-sided column adat Changyi expressway.I try to structure a system of outdoor billboards valuation model by summarizingthe content of the relevant assessment experience. A value assessment system likeother mainstream media for outdoor media，and a effective communication platformfor outdoor advertising company and its consumer，by which the value is often judged.On the other hand, of course，I try to provide a reference for academics to carry outresearch of the outdoor media value assessment, as well as to promote the developmentof outdoor media studies.