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梯媒影响力，从何而来？——基于分众梯媒现象学的思考.docx

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梯媒影响力，从何而来？——基于分众梯媒现象学的思考 Introduction Withtherapiddevelopmentoftechnologyandurbanization,thecompetitionintheadvertisingindustryhasbecomeincreasinglyintense.Asaresult,advertisersareconstantlyseekingnewandinnovativewaystopromotetheirproducts.Inrecentyears,elevatoradvertisinghasemergedasapopularmediumintheadvertisingindustry.Ithasbecomeanewtrendinadvertising,whichhighlightstheimportanceofelevatoradvertisinginmodernadvertising. Elevatoradvertisingreferstotheadvertisementthatisplacedinelevators,whichisarelativelynewformofadvertisingthatwasintroducedintotheadvertisingindustryintheearly1990s.Itisamediumthathasahugeimpactontheaudiencebecauseofitsuniquelocationandthecaptiveaudience.Giventhewidespreaduseofelevatorsinmodernbuildings,elevatoradvertisinghasbecomeapopularplatformtodeliveradvertisingmessageseffectivelyandefficiently. ImpactofElevatorAdvertisingonConsumers Elevatoradvertisingisaformofoutofhomeadvertisingwhichmakesuseofthecaptiveaudience.Asaresult,ithasahugeimpactonthetargetaudience.Elevatoradvertisingcapturestheattentionoftheaudienceanddeliversitsmessagequicklyandeffectively. Elevatoradvertisingisstrategicallyplacedintheelevator,whichisasmall,enclosedspacethatprovidesacaptiveaudience.Thismakesitpossibletoreachandtargetspecificaudienceswhoaremorelikelytobeinterestedintheproductorservicebeingadvertised.WiththeuseofinnovativetechnologiessuchasLED,LCDandprojectionscreens,elevatoradvertisingcreatesauniqueexperiencethatcapturestheattentionoftheaudience.Thismeansthatthetargetaudienceismorelikelytoretaintheadvertisingmessage,anditcreatesapositiveimpactthatismorelikelytoleadtoapurchasedecision. Elevatoradvertisingisalsocost-effective.Itischeaperthanotherformsofadvertisingsuchastelevision,radioorprintadvertising.Thisisbecauseelevatoradvertisersdonothavetopayforairtime,spaceorprintingcosts.Thismakesitpossibleforsmallbusinessesorstart-upstoadvertisetheirproductsandservices.Thewideaccessibilityalsomakesitpossibleforadvertiserstoreachtheiraudienceseasilyandefficiently. TheImpac