青年与媒介:广告对大学生消费行为影响的分析

Youth and Media: Analysis of the Advertising Effectiveness on Consumption Behavior of College Students

在校大学生就是市场未来的消费者,诸多品牌正布局高校,从产品、定价、广告、渠道等方方面面越来越强调符合年轻人的喜好。广告往往被认为是沟通品牌与消费者的桥梁和纽带,品牌商致力于使广告内容更具创意,更迎合大学生表达自我的心理诉求;致力于使广告媒介平台更贴合于大学生媒介使用习惯,以实现在更适合的场景推送更精准的广告信息,提高广告的转化率,进而得到大学生消费者对品牌的喜好和认知。在信息大爆炸的现代社会,广告对于品牌商越来越重要。对于大学生群体,广告对于其消费行为的影响主要表现为商品的短期销售量提高以及长期的品牌认知。

College students are the future consumers of the market. Nowadays, numerous brands take college students as their target consumers. As a result, products, retail price, advertisement and distribution of brand marketers are more and more in line with young people＇s preferences. Advertising, which is often regarded as the bridge and bond between brands and consumers, became more creative and cater to college students＇ psychological demand to express themselves. Moreover, brand marketers also focusing on the advertising media platform to fit for college students＇ habitual way of using media, and to send more accurate information in appropriate circumstances. By this way, the conversion rate of advertising will be increased, which helps to get college students＇ preferences and awareness of the brands. Advertising is playing a more and more important role in the modern society of information proliferation. As for college students, the influence of advertising on their consuming behavior is mainly shown as the increasing sales in short-term and the awareness of brand in long-term.