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Title: Audiences’ Attitude towards Public Traffic TV-On-Mobile Advertising Research at Xiamen
Source: International Conference on Engineering and Business Management 2012(Part 2 Enterprise Operation and Management（2）) (pp 832-835)
Author(s): Xiuqin Zeng, School of Journalism and Communication, Xiamen University, Xiamen, China, 361005
Wenjing Chen, School of Journalism and Communication, Xiamen University, Xiamen, China, 361005
Abstract: To influence and change the audiences' attitude is an important advertising marketing, so it is of great importance to put more attention to audience's attitude and response. In recent years, swift progress has been made in the development of the public traffic TV-on-mobile advertising. However its limitations are becoming increasingly prominent, thus cramping its development. This essay is aimed to explore the advantages and values of public traffic TV-on-mobile advertising by analyzing the responses of the public in cognitive, emotional perspectives as well as their patterns of behavior based on the survey. The results can provide some references to the responses and attitudes of the public and suggestions for the operating strategy of this advertising.
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