机构地区: 华南理工大学
出 处: 《青岛酒店管理职业技术学院学报》 2011年第2期9-12,49,共5页
摘 要: 城市旅游目的地通过电视广告来树立良好形象成为时下的热门。文章以电视广告的经济效果为研究侧重点,以山东省内6个城市作为调查研究对象,采用广告效果指数分析方法来对其进行经济效果的测量。经过对测量结果的分析对比,得出城市进行电视广告宣传要把握好三个环节:城市定位、广告制作以及广告形式的整合宣传。 More and more urban tourism destinations have paid attention to establishing their good images by television advertising.Emphasizing the study of economic effects of television advertising and selecting six cities of Shandong Province as study objects,this article adopts the analytic methods of Advertising Effectiveness Index to measure the economic effects.Through the analysis and comparison of the results, we draw the conclusion that an urban tourism destination's gaining a good advertising effect depends on three points:urban positioning,advertisement making and integrated propaganda of advertisement style.