Elaboration of the Model for the Assessment of Outdoor Advertising Effectiveness
Journal Title: Journal of Emerging Trends in Marketing and Management - Year 2016, Vol 0, Issue 1
Abstract
In today’s market economy organizations compete for consumers’ attention, because in such information overload there is a high possibility of the advertisement to be not noticed, in which case it has zero probability to become effective. Outdoor advertising presents a unique case in that, unlike advertising in television or magazines, an amount of factors that distract (or can attract) consumers’ attention is enormous. The scientific problem solved by this research is defined by a question: what factors affect outdoor advertising effectiveness? This study aims to contribute to the advertising theory by elaborating a model for the assessment of outdoor advertising effectiveness. To reach the aim of the study, the experiment following with questionnaire survey were provided and binary logistic regression analysis was applied for the statistical analysis of the questionnaire survey data. The analysis of the research results revealed that better brand awareness and positive attitude toward the advertisements increase the probability of both unaided and aided advertising recall. Hence, the conclusion was made that brand awareness and attitude toward the advertisement have the enormous effects on outdoor advertising effectiveness. Moreover, the left road side of the advertising placement decreases the probability of both unaided and aided advertising recall. The bigger is the outdoor advertisement, the less likely it is to notice the brand, which in turn leads to lower unaided brand recall probability. However, the size of the outdoor advertisement does not influence aided recall, signifying that for well-known brands the size of the outdoor advertisements is less important, while for less-known brands the smaller size of outdoor advertisements should be chosen. Aiming at generating aided recall, rational outdoor advertising appeal should be preferred to emotional one. Finally, the placement enabling the best outdoor advertising visibility must be thought through in order to make outdoor advertising effective.
Authors and Affiliations
Lina Pilelienė, Viktorija Grigaliūnaitė
Keywords
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