Bus body advertisements use urban buses as information dissemination carriers to convey various information to urban residents, influence their purchasing tendencies, and also receive information feedback for next improvement. With its unique advantages, bus advertising has become a popular choice for merchants to invest in product promotion. The bus body advertisements that travel through the streets and alleys of the city also play an important role in urban construction and the overall impression of the city. So what are the communication characteristics of bus body advertising?

1. The mobility of urban bus advertising

The mobility characteristics of urban bus advertising are unique characteristics of public transport media. Urban buses travel between various areas of the city, relying on the process from one fixed point to another fixed point to display product advertisements designed with the bus body as a communication carrier to convey information. The fixed driving route allows the same bus body advertising to pass through various specific places, such as residential areas, industrial areas, commercial districts, educational concentration areas, etc. The characteristics of bus mobility can allow bus body advertising to be designed according to flexible location objects. Consider designing corresponding body advertisements that specifically cater to the population of these places. For example, advertisements for consumables, food, clothing and home furnishings can be mostly concentrated on buses passing through residential areas, streets and other routes with high population density. Such targeted advertisements Advertising can effectively deliver advertising information to the target audience who need the information.

2. Regional nature of urban bus advertising

Urban buses are public transportation buses that travel within the city. They are short-distance transportation forms with limited range. The characteristic that urban buses can only travel repeatedly in specific areas makes bus body advertising a mass communication method that can seize niche groups. For example, some local-specific products can only be distributed in limited areas and only face relatively simple niche consumer groups such as urban residents. Bus body advertising has become the first choice for promoting these products because of its low cost and wide range of dissemination. . In addition to low-cost local products, some excellent and well-known foreign brands will also choose buses, which occupy an important position in people's lives, and invest in special advertisements designed to match regional characteristics as a stepping stone to enter the local market. Reputation.

3. Compulsory advertising on urban buses

Urban buses drive in the streets and alleys of the city. For consumers who travel in outdoor environments, the information conveyed by urban bus body advertisements is irreversible and one-way. Different from TV, newspapers, and online media, if the consumers watching are not satisfied, they can change the channel and actively avoid receiving the information without watching, but they cannot get on the bus if they are not satisfied with the advertisement of this bus. The one-way dissemination of advertising information on TV and newspapers will cause dissatisfaction among advertising audiences. However, the one-way compulsion of bus body advertising does not require consumers to spend a specific time to watch it. It is often continuously released while consumers are helplessly waiting for the bus. Various information helps consumers pass the boring time of waiting for the bus, and at the same time increases the frequency of contact between advertisements and audiences, subtly affecting consumer purchasing behavior.

4. Efficiency and readability of urban bus advertisements

The bus models designed according to ergonomics determine that the advertising release range of the bus body using buses as the communication carrier is suitable for the human visual process. In addition to the roof advertisements, the overall position of the advertisements on the car body advertisements must be at a suitable height with the human eye level. The characteristics of the height range of the human body's sight height allow consumers to read the advertising information conveniently and easily.

When in close contact, the entire car body advertising can be included in the line of sight. The effective visible range becomes a prerequisite for intuitive and clear reading of advertising information, which determines the high efficiency of visual communication of in-vehicle advertising.

5. The low-cost characteristics of urban bus advertising

The rhythm of urban life and the wide variety of urban commercial items determine the frequency of product dissemination, which is an important means for products to establish their image and occupy the consumer market. The frequency of delivery of product advertising information and the ratio of capital investment are the prerequisites to be considered when choosing a communication method. The various forms of advertising on city buses are technically simple and the materials are cheap, resulting in low investment in vehicle advertising but high communication effectiveness.

6. High-frequency contact characteristics of urban bus advertisements

The media delivers a large amount of advertising information and brings more new product brands to consumers every day. However, faced with a variety of dazzling options, people are at a loss as to how to choose and purchase. , and few are loyal to a brand for a long time. Urban bus body advertising has a unique advantage in advertising communication efficiency due to its high frequency of contact with urban consumer groups.

The effectiveness of design information has different forms. One is information design, which is the effectiveness of information encoding. This is used to test whether the designer has made correct information encoding according to the information source. The second is the effectiveness of information transmission. Refers to the speed and completeness with which the information processed by the designer is conveyed to the audience. The third is to interpret the information, that is, the effectiveness of information decoding, which is to test the audience's understanding of the information.

However, most product advertisements will not leave a deep impression when they first come into contact with consumers. After a brief contact, the time to ensure memory is very short. If they are not remembered again, they will be easily forgotten. According to the research on memory science As a result, the larger the amount of information, the shorter the retention time. Some people forget the beginning after memorizing it. This is a substitute feature of memory. However, if the impression of the information is deepened for the second time within a specific period of time, the memory image will change. Get clarity and keep it for a long time. If TV and newspaper advertisements do not require large investment and can be broadcast repeatedly in multiple periods, it is easy to miss the golden period of memory again.

Car body advertising has extensive exposure to the floating population, and can leave a short-term fuzzy impression on the target audience during contact, causing consumers to pay short-term attention to the information and visual elements conveyed by the advertisement. The high-frequency recurrence makes the audience's memory the first time. Be deepened and consolidate the product information and content conveyed by advertising. In the subsequent more contacts with car body advertisements, psychological associations with the high brand image of the products conveyed by the advertisements will be generated, which will subtly change consumers' purchasing choices.