A Comparison Study Of Advertisement Banners Near Public Transportations In China & Europe

Out-of-home advertising has been popular among advertisers all over the world in terms of its huge audience reach and high ROI.With the further development of China's economy,the importance and impact of out-of-home advertising is increasingly prominent.Out-of-home advertising remains a good momentum when the overall media market is suffering a slowdown,being one of the most promising advertising media.In China,the sustainable development of the public transport system makes the urbanization what it look like today.In stations or stop with high traffic flow,out-ofhome advertising banners and space gathering the huge population flow and become the potential of commercial.While in Europe,considering the financial crisis and economy recession,more and more young people choose to travel economically and environmentally.The public transportations like railways,are boosting the publicity of out-of-home advertising near the public transport.This offers the possibility to study the media market near public transportations in different cities of China and Europe on the same level,to find out the differences and internal relations between cities and cities on an objectivel sense,to analyze,by this paper,how to promote the city image of firsttier cities in China,the landing of "Chinese Dream",and ultimately find suitable ways for city development and city image branding.Among the current existing literature,one is hard to find the advertising or marketing in comparison between China and Europe.There lies the similarities between China and the EU,but the few cases in study indicate the present difficulty in studying: the language barrier,the regional detachment or any reasons that leads to the limit of correlate study.When doing the literature research,it is not hard to figure that scholars are focusing study of field confining to their own country,which is more feasible.For example,there are topics like the integration of out-of-home advertising and the urban environment,the entertainmentization of out-of-home advertising,and etc.The paper tries to be one of the supplements in the related fields to add up the absence,which is also the intention to get this research conducted at the first hand.Studying the media market near public transportations is a matter of studying out of home advertsing,which is a complex of different fields.Hence,in this paper,a literature review will be conducted at the very beginning,followed by the reseach methods of qualitivative analysis(featuring on visual analysis),quantitative analaysis and comparison analysis based on the advertising data collected and attaced in appendix.Through this,an exploration of the similarities and differences between the first and second tier cities(major cities)in China and the Europe.In the second part,terms of “out-of-home advertising” and “outdoor advertising near public transportations” are defined with brief introduction of its features.What is general “out-of-home advertising” & “outdoor advertising near public transportations”? What are its main characteristics? out-of-home advertising near public transportations is definitely an integral part of genral out-of-home advertising,sharing the same traits: large audience and high reach rate;relatively trackable and consistent target audience;consisting of different forms of media banners and plaforms;readable and effective in advertising content;low production costs,cost-saving with high value;the complementary development of public transportation and the out-of-home advertisings near it.The media management right of outdoor advertising near public transportations has been further discussed with the example of Beijing Railway,as a part of the specialty that differs from other outdoor advertisements.Media cannot be separately studied withouy studying its target audience.The target of outdoor advertising near public transportations comes to those: 1)youth groups;2)a considerable ratio of men and women;3)the stable group flow and the strong potential of consumption.The paper,by collecting over 800 samples of out-of-home advertising near public transportations in different cities in Europe and China,divides the data of origin into seven countries and 16 cities including Netherlands,France,Italy,Britain,Switzerland,Belgium and China.Further on,the study classified the data into five groups interms of media platforms,advertising content,industry involved,communication range,and audience involvement towards them.Fours dimentions are analyzed based upon the aforementioned: government services,regional economy,cultural values and city image and the take of outdoor advertising near public transport in forming the city image is discussed.Shortcomings are listed out in this paper considering the capability of the scholar writing this paper in aims of future improvement: 1)the sample size was limited within the rest parts of the Europe because the samples are too few to collect in Nordic area.2)Timeline alignment is hard to control and may increasing its influence on the study result.3)Language barriers in referring in literatures from different countries across the Europe and hence the difficulty of understanding the culture behind.Out of home advertising has always been one of the main trends in advertising industry considering the media exposure.The media platform is essential.The study of out of home advertising and its strategy edges into media study in a new way,especially in China market.Through the horizontal and vertical comparison,the paper tries to figure out the the pros & cons of outdoor advertising in China and the breakthrough points for further development from the aspects of politics,economy,culture and city image.