| Summary: | 碩士 === 元智大學 === 管理碩士在職專班 === 101 === Taiwan High Speed Rail, (abbreviated as THSR), the business focus of which is on passenger transportation, has already been in operation for over 6 years, carrying its 200 millionth passenger in mid December, 2012. As a result of its continuous pursuit of high transport efficiency standards, the THSR has become a vital means of travel between North and South Taiwan, attracting large numbers of people, thus generating eye-catching opportunities for advertisements. The opportunities for advertising messages are enormous both in the train and in the stations. Media is a crucial method of communication between corporations and consumers, which is the motive behind this research.
This research paper focuses on how THSR may create advertising prospects, which include finding the target for the advertisement, a discussion of the profiles and behaviors of travelers, the effect of media advertisements, selling advertisements to commuters and finding effective avenues of contact with commuters that can further trigger a string of more advertisements. The paper also discusses providing information as such about the travelers to the advertising clients, and making suggestions THSR on how to make advertising more powerful to keep advertising clients spending their budget on THSR media.
Regardless of the direct responses by consumers or the responses indirectly shown by consumers’ reaction to the advertisements, which is a reflection of their understanding of the advertisement, increasing the value of media is closely tied to a higher regard for the advertisement, for its closeness to the consumers. Suggestions have also been made to the advertising client based on the survey of client satisfaction and evaluation on subsequent benefits of advertising placements of the existing and former advertising clients. Maximizing the demand side of both the consumers and the advertising clients by understanding the needs of both parties and strengthening THSR media and creating an effective outdoor advertisement billboard are the keys to making THSR the most important outdoor media in Taiwan.
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