| 德尔菲法在户外广告定性预测中的应用 |
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| 引用本文： | 曾光菊,柏宏斌,常少健.德尔菲法在户外广告定性预测中的应用[J].西南民族学院学报(自然科学版),2007,33(2):431-435. |
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| 作者姓名： | 曾光菊 柏宏斌 常少健 |
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| 作者单位： | 四川理工学院 四川自贡643000 |
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| 摘 要： | 研究了户外广告的微观生态状况问题,运用现代广告学中的知识,通过德尔菲法理论,建立广告的定性预测综合评判模型,运用Matlab软件绘图并求解,指出广告主越来越看重户外广告的宣传效果以及高性价比,注重其户外广告投放地点及覆盖度和深度,指出户外广告技术突破空间不足是其最大的硬伤.
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| 关 键 词： | 户外广告 德尔菲法 评判模型 |
| 文章编号： | 1003-2843（2007）02-0431-05 |
| 修稿时间： | 2006-09-19 |
The appliciation of Delphi method in determiniing the nature of outdoor advertisement |
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| ZENG Guang-ju,BAI Hong-bin,CHANG Shao-jian.The appliciation of Delphi method in determiniing the nature of outdoor advertisement[J].Journal of Southwest Nationalities College(Natural Science Edition),2007,33(2):431-435. |
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| Authors: | ZENG Guang-ju BAI Hong-bin CHANG Shao-jian |
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| Abstract: | The essay studies the issue of microeconomic ecological condition in the outdoor advertising, applies the knowledge of modern advertise , establishes models which determinie the nature and synthetically judges the outdoor advertisement by The Delphi method,charts by software and calculates the results,points out the effect of propagating and quality which are more and more thought highly of by the proprietors,places emphasis on the places and the range and the depth of outdoor advertisement ,but that the surmounting space is not sufficient is the biggest defect . |
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| Keywords: | outdoor advertising Delphi method judge model |
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