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Abstract
Classification of the Location of Outdoor Advertisments Based on GIS: Nanjing, China Case Study
Track: Business, Banking, and Insurance
Author(s): Wenjun Xie
Urban Outdoor ad are distributed in the open spaces such as streets, roads, squares, etc., and also include those are attached to the walls of buildings located by the sides of the streets and roads in a city. The communication effects of the outdoor are decided by their locations to in a way where the potential flows passing by are different. If a street or a road has a high flow includes pedestrians, public transportation, etc., it enjoys high value for the location of outdoor. Commercial centers are the places where the civil government encourage people to place outdoor and the streets and roads nearby enjoy high value for the placement of outdoor because outdoor in commercial centers help to make good atmosphere for shopping and prosperity of the city and can excite customers on the spot and stimulate their desire to buy. Urban districts has different population density, where people have different income and consumption level, so the differences between districts make sense to the streets and roads as the location of the outdoor is concerned. Besides, the land classification and the spatial structures of the city also affect the value of the location for the outdoor. In this study, the above factors are considered and integrated by a model to assess the location of the outdoor of each street and road of Nanjing, China based on ArcView GIS and the classification of the location of the outdoor for streets and roads are put forward in this paper. The results of this study are of great significance for the practice of placement of outdoor for the outdoor advertising industry and also of importance to the outdoor planning and management of the city.
Wenjun Xie
Xuzhou Normal University
57## Heping Road
Xuzhou
Jiangsu Province 221009
China
Phone: 86-25-3598121
E-mail: wjxie110@263.net