Identification and Prioritization of Effective Criteria inthe Selection of Outdoor Advertising Using theAHP Technique
Journal Title: International Journal of Business and Management Invention - Year 2018, Vol 7, Issue 3
Abstract
Nowadays, audiences are exposed to a wealth of information in their environments and therefore, according to the limitation of the audiences' focus, companies intend to attract the attention of audiences who are frustrated by the frequency of advertising in public media through spending optimum expense to their advertising messages. One of the advertising medium that is seen by many audiences in the environment and has become increasingly important in recent decades is the outdoor advertising.Therefore, the purpose of this research is to identify the criteria and factors effective in the effectiveness of outdoor advertising and the ranking of various outdoor advertising in Tehran. The statistical population is the experts of the advertising agencies of Tehran that in the first stage, after identifying 11 effective factors in the effectiveness of outdoor advertising in the literature review, seven important criteria were identified using SPSS software. In the second stage, according to these seven criteria, all types of outdoor advertising were completed by the experts through the paired comparison questionnaires (AHP) and ranked with Expert Choice software. The seven main criteria are: attracting attention with color and size, times of exposure to the audience, being seen in the audience ideal position, the duration of viewing the advertising message by the audiences, the last reminder before purchase, the cost of advertising, thelow level of oldness and tediousness of the message. Also, billboard was ranked as the most effective medium for outdoor advertising, street furniture, alternative media and transit were placed in the next order, respectively.
Authors and Affiliations
Mohammad Reza Karimi Alavijeh, Atefeh Foroozan, Amir Aslani Afrashteh
Keywords
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