Advertising Efficacy Research on E-paper Application for MRT Station Bulletin Board
As global environmental consciousness emerges,use of high technology to reduce environmental pollution has become a critical imperative for economies the world over.In recent years development and applications of ICT monitors have increasingly served to displace traditional paper based displays,yielding tremendous environmental efficacy.Digital e-paper displays enjoy numerous competitive advantages including energy efficiency,eye friendliness,resilient durability,and readability,but are currently generally only deployed in e-book uses,so enhancing their application scope,in addition to relying on their reading comfort,the market will no doubt develop appreciable economic and environmental benefits.Hence this study deploys the perspective of applications innovation,to explore uses of e-paper solutions in MRT advertising contexts on the advertising efficacy aspects of both advertising memory and advertising attitudes.This research relies on in situ experimental methods,at an existing MRT station in Taipei on the island of Taiwan,through convenience sampling to select 100 study subjects,who were asked to view two encased displays (either a digital e-paper display or paper display) with public notice contents,prior to completing the study survey and statistical analysis of the valid responses.The study findings indicate that,for the general public MRT patrons,digital e-paper advertising solutions yielded optimal efficacy for both advertising memory and advertising attitude,with significant results along the dimensions of both advertising receptiveness and interest.
E-paper MRT station bulletin board Advertising efficacy
HSIEH Yungcheng LEE, Yiyeh CHENG Ssuyi
Department of Graphic Communication Arts, National Taiwan University of Arts, Taiwan
国际会议
the 2nd China Academic Conference on Printing and Packaging (2012第二届中国印刷与包装学术会议(CACPP 2012))
北京
英文
203-206
2012-10-19（万方平台首次上网日期，不代表论文的发表时间）