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户外广告是一种古老的广告形式,据说在古罗马时期,已经有商家在墙壁的最显眼处贴上标记,为房屋出租做广告。但随着报纸、电台、电视等大众传媒的相继兴起,户外广告逐渐归于沉寂。1990年代,情况发生了比较大的变化,户外广告在美国、英国、俄罗斯、中国、中国香港等诸多国家和地区都有快速发展。以亚洲为例,据尼尔森调查公司公布的一份调查报告显示,2001年前九个月,户外广告支出一项较上年同期上涨了20%,而广告支出总额仅上涨了5%。户外广告重新受到业内人士的普遍重视,甚至有人提出这样一个观点:“户外广告才是目前真正的大众传媒。”本文拟以美国户外广告的发展为个案,解析这股在世界范围涌动的热潮。(一)在美国,人们重新给予户外广告这个行业以足够重视始于几次大的媒体并购。1996年,无限传媒(Infinity)收购了运输户外广告公司(Transportation Displays Inc.);1997年,清
Outdoor advertising is an ancient form of advertising that is said to have been marked in the most prominent place by walls during ancient Rome by advertisers for rental of houses. However, with the rise of mass media such as newspapers, radio and television, outdoor advertisements gradually come to silence. In the 1990s, great changes have taken place in outdoor advertisements in many countries and regions such as the United States, Britain, Russia, China, Hong Kong, China. In Asia, for example, a survey released by a Nielsen research firm shows that in the first nine months of 2001, the expenditure on outdoor advertising was up 20% over the same period of last year, while the total expenditure on advertising rose only 5%. Outdoor advertising re-received the general attention of the industry, and even some people put forward such a view: “Outdoor advertising is the real mass media. ” This article intends to the United States outdoor advertising development as a case, to resolve this stock surging in the world Boom. (A) In the United States, people re-give the outdoor advertising industry enough attention to the industry began several major media mergers and acquisitions. In 1996, Infinity acquired Transportation Displays Inc.; in 1997,