The current situation and utilization of campus advertising

With the continuous socialization of campuses, if you walk into any university campus, you will find that campus advertisements are spreading around us: recruitment advertisements are everywhere, product advertisements are everywhere, promotional activities are constant, and sponsorship advertisements come and go... …Every year when new students enroll, they go through various admission procedures under a pavilion with moving advertisements printed with product names, and are filled with advertisements from various telecom operators.

1. Reasons for the prosperity of campus advertising

(1) Analysis from the audience perspective

The audience of campus advertising is mainly college students, and their age is generally under 18 From the age of 23 to 23, the psychological development is maturing but not fully mature, so the attitude towards things has obvious two sides: it may be a relatively open and welcoming attitude towards new things, or it may be an extremely repellent attitude. College students in this group mainly have the following characteristics:

⒈Personal self. College students between the ages of 18 and 23 have a very strong sense of self. They advocate individuality, self, and pursue independence of personality. They hope to express themselves through their words and deeds. They like products that are full of personality and suitable for them. They usually associate the purchased products with personal interests and self-external expression, and display and express themselves through the consumption of these products. Their consumption concept is to "highlight individuality, not follow the crowd, and not be popular", which provides good market opportunities for advertisers of some fashion and personalized products.

⒉More impulsive than rational. College students' interests, hobbies, personality, temperament, thoughts and feelings are still in the transition period from immaturity to maturity. The objective living environment, social information, interpersonal relationships, etc. will have a great impact on the behavior of college students. Their consumption behavior is often more impulsive than rational. They will choose products based on their own views on things and their own intuition, so they often ignore the necessity of products for them. Brand is undoubtedly their first choice to express their personality. In addition, shape, color and style will become stimulating factors for their impulse purchases. Advertising research shows that impulsive consumers are more susceptible to advertising messages than rational consumers. The rationality of the campus advertising audience is relatively weak, and they are more likely to be stimulated by advertising and adopt consumer behavior. This is also an important reason for the prosperity of campus advertising.

⒊High-quality group. College students have a better educational background and better cultural accomplishment. It is easier for them to understand the rationality and value of campus advertising, and they have less resistance to various advertising activities. At the same time, they have a strong understanding of advertising content, which makes advertising activities on university campuses more frequent than in other places. The advertising effects are obvious, so they are highly recognized by advertisers.

⒋High homogeneity. College students have the same educational background and similar psychological needs. Most of them are willing to accept new information, pursue new things, and try new experiences. They are a group with strong consumption potential. This high homogeneity allows companies to place advertisements on campus in a more targeted manner and obtain the best advertising effect with the least amount of money.

⒌ Diversification of consumption patterns. The characteristics of the campus advertising audience determine that their consumption is diversified and emotional, which prompts advertisers to strive to make campus advertising more colorful to adapt to the consumption patterns of the audience. The diversification of consumption patterns has promoted the flourishing of diversified campus advertising.

(2) Analysis from the perspective of advertisers

⒈Advertiser types of campus advertising. The advertisers of campus advertisements are mainly merchants with products and brands that directly target college students. They mainly fall into the following categories: communications: such as China Mobile’s M-Zone; sports: sportswear from brands such as Li Ning and Nike; toiletries : Such as Dingjiayi, Rejoice, etc. Electronics: such as computers, MP3, digital cameras, etc. All types of advertisers choose to place various forms of advertising on campus to expand their influence.

⒉ Analysis of advertisers’ motivations for placing campus advertisements. Advertising on campus has low costs, low risks and high returns, which makes the majority of campus advertisers keen on investing in campus advertising.

Campus advertising is easy to operate, has obvious immediate response effects, and has obvious short-term promotion effects; through sponsorship of campus activities, it can well expand the visibility of the advertiser's products and establish the brand image of the product; the advertiser intends to cultivate college students into their own Loyal consumer groups make your brand a product they are familiar with. When they go to work and become consumers with actual spending power, they still use the brand's products, bringing long-term benefits to advertisers.

2. Countermeasures for the development of university campus advertising

(1) Management of campus advertising. University campuses are attracting more and more attention from advertisers. Some people in the industry even believe that university campuses have become an important platform for businesses to spread advertising information. Some people even think that university campuses are a new medium for advertising communication. At the same time, some pornographic advertisements and other harmful advertising information have also invaded the campus, corrupting the campus atmosphere. Therefore, colleges and universities must strengthen the management of campus advertising resources, establish an access system for campus advertising, and fundamentally prevent bad advertising information that is contrary to campus culture from entering the campus.

⒈Put an end to bad advertisements from the source. We must fundamentally eliminate some bad flyers, advertisements, posters, etc. on campus. Use dedicated supervision to prevent these harmful advertisements from intruding into the campus.

⒉ Supervise advertising communication. There are various forms of communication on campus advertising, and the most basic supervision methods should be set up to urge them to spread a healthy advertising culture. Once it is discovered that certain advertisements have a negative impact on students, they must be resolutely removed from the university campus.

⒊ Carry out advertising literacy education. Schools should strengthen the education of students' advertising literacy through various forms, so that students can correctly understand advertising and make rational use of advertising to serve their own study and life. At the same time, students should be educated to consciously resist bad advertisements, and schools and students must establish a sense of responsibility to jointly maintain a healthy environment for campus advertising.

(2) Reasonable development of campus advertising. Campus advertising is a channel for the connection between campus and society, and is also a product of the in-depth development of the advertising industry. Effective and reasonable use of campus advertising can enrich the campus culture of colleges and universities and activate the lives of college students. It is recommended to start from the following aspects:

⒈The use of advertising in campus print media. The most common campus print media are campus newspapers and magazines. Campus newspapers play an important role in campus life. They are responsible for disseminating campus information, promoting school policies, and reflecting student life. However, due to various reasons, especially funding issues, campus newspapers lack appeal both in terms of content and layout design, and the production quality is generally low. Therefore, the market for campus newspapers is small and their influence is not very high. However, if the advertising business is actively developed to expand financing channels, the above problems can be solved to a large extent. Once the funding problem is solved, we can innovate the layout of the campus newspaper and publish more information that students care about and pay attention to, so as to improve their taste and enhance their influence. The same goes for campus magazines. The general cost of magazines is much higher than that of newspapers. Because of this, the sales of many campus magazines are not very good. If advertising business can be introduced, a large part of the financial problem can be solved, the production level of magazines can be improved, and their sales prices can be reduced. expand its influence. However, it should be noted that the advertising business undertaken by campus print media must be consistent with the style of the media itself or the style of college students, and social responsibilities cannot be abandoned for economic gain.

⒉The use of advertising on campus radio. Campus radio is one of the communication media available in colleges and universities. Campus radio plays a significant role in affecting the lives of students. College students are often influenced, almost unconsciously, by the information it disseminates. The introduction of advertising business can enrich the content of campus radio and facilitate students' daily life.

⒊Use of advertising in campus activities. Campus activities for college students are relatively rich. There are endless college sports games, welcome parties, campus singer contests, integrity essays, debate contests, etc.

Many people in charge of campus activities already know how to rationally use advertising to solve certain financial problems for activities, so we often see "'Yunnan Baiyao' wishes a complete success for the Sports Games of the School of Liberal Arts", "'Dynamic Zone' first special group" "Daily Weekly" and similar merchant-branded activities are all successful examples of rational use of advertising resources. Some societies will even sell the naming rights of their events to outside companies to establish a cooperative relationship between the two. In short, to make your activities more popular and not have to worry about funding, finding advertising partners is undoubtedly one of the solutions.

⒋Use of advertising in campus facilities. Many campus facilities can become carriers of advertising. For example, the right to use campus light boxes can be transferred to businesses to make some advertisements that are consistent with campus culture; advertisements that match the atmosphere of the cafeteria can be printed on the tables and chairs in the campus cafeteria, such as drinks, Mineral water advertising, etc. Campus newspaper kiosks, information release windows, etc. all have certain advertising value that can be developed. In short, there are various forms in which university campuses can reasonably utilize advertising resources. Of course, the healthy development of university campus advertising must always be carried out around the principle of "serving the campus and benefiting students' body and mind". Under this principle, the rational development and utilization of advertising resources and the effective supervision and management of campus advertising are quite important. Necessary and important.

5. Establish a free campus information platform, such as Campus Feixintong, to provide students with very personal, practical, convenient and completely free SMS services, such as weather, news, recruitment, discounts, popular science, humor, Some short message services such as daily life, one message per day, students like it. At the same time, merchants’ discount information can also be quickly conveyed, achieving a win-win situation for students, merchants, and platforms. It is efficient, fast, green, low-carbon, and environmentally friendly.