Research on the Design of Metro Advertising Evaluation Based on AHP-entropy Method
Based on the cognitive habits and visual preferences of passengers and experts in related fields,the paper explores evaluation methods for subway advertising placement to improve the efficiency of subway advertising placement.A subway advertising evaluation system was constructed through questionnaire surveys and expert interviews.The subjective weights of each indicator were calculated using AHP,and then the subjective and objective weights were combined using the entropy weight method(EM)to ensure the scientific nature of empowerment.The final calculation results indicate that passengers have different preferences for advertising in different locations and forms of expression.Passengers and experts in related fields prefer advertisements placed in subway channels,interactive advertisements,graphic based advertisements,and commercial advertisements.This model has positive practical value in improving user satisfaction with subway advertising and advertising placement efficiency.
information designadvertising satisfactionmetro advertisingcomprehensive weighting method
NETL
NSTL
万方数据
