Academic literature on the topic 'Outdoor advertising media'
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Journal articles on the topic "Outdoor advertising media"
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Himanshu, Mr, and Vanshika Thapli. "Advertising Media." REVIEW JOURNAL PHILOSOPHY & SOCIAL SCIENCE XLIX, no. 2 (2024): 308–21. https://doi.org/10.31995/rjpss.2024.v49i02.039.
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Advertising media encompasses the various channels and platforms through which promotional messages are communicated to target audiences. This overview explores both traditional media, such as television, radio, print, and outdoor advertising, and digital media, including social media, search engine marketing, email, and display ads. Each type offers unique advantages, such as wide reach and precise targeting, but also faces challenges like ad saturation and regulatory constraints. As consumer behavior evolves, future trends in advertising media are leaning towards increased personalization, the use of augmented and virtual reality, and interactive content. Understanding the landscape of advertising media is essential for marketers to create effective strategies that engage consumers and drive brand loyalty in an increasingly competitive marketplace.
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A., Rahman HI M.Si. "The Management of the Social and the Outdoor Advertising Media in Political Campaign Activities." International Journal of Management Sciences and Business Research 8, no. 2 (2019): 07–15. https://doi.org/10.5281/zenodo.3491425.
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The social and the outdoor advertising media are medium that is often used in political campaign activity in Indonesia. Both media are packaged and managed attractively in hopes of persuading the public to choose certain parties or politicians. Based on this condition, the writer was interested to understand how to manage campaign media in political parties, especially the social and the outdoor advertising media. Then, to examine this problem, the writer used the qualitative method to design a single case study as a method to analyze the problem. This research is generally in the form of descriptions, narratives, data, images or statements obtained from research subjects, both directly and indirectly related to the management of social and outdoor advertising media in political campaign activities carried out by the DPC of PDI-P Tangerang Indonesia. The results of the study show that the use of social and outdoor advertising media must be well planned, communicated and evaluated in order to increase the credibility of political parties. So that it can be concluded that DPC of PDI-P integrates the functions of digital social and outdoor advertising media simultaneously, considering that the two media can target different audiences. The social media used in political campaigns, i.e., online media consists of websites and social media such as Instagram, Twitter, Facebook, WA Group. Then outdoor media includes banners that can be reached by the public in their neighborhood. To optimize the function of social and outdoor advertising media, the DPC PDI-P Tangerang also conducts media management processes including segmenting constituent stages, selecting campaign media, arranging political messages, controlling and monitoring media campaigns, conducting media campaign effectiveness surveys, carrying out the process assessment, and finally processing an improvement
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Vinnik, Alina Evgenievna, and Boris Aleksandrovich Tkhorikov. "Analysis, prospects and problems of autdoor advertising market development." Vestnik of Astrakhan State Technical University. Series: Economics 2020, no. 3 (2020): 94–100. http://dx.doi.org/10.24143/2073-5537-2020-3-94-100.
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The article focuses on the problems of the rapidly developing segment of the advertising line - outdoor advertising. The results of studying the dynamics and structure of the outdoor advertising market allowed to consider this segment promising, since outdoor advertising is the only media channel, in which sales have steadily increased over the past ten years. It has been stated that outdoor advertising irritates a relatively small number of respondents (14%); for comparison: TV advertising - 56%, Internet advertising - 67% of respondents. The structure of the advertising market of the Russian Federation from 2008 to 2019 has been analyzed. The analysis has illustrated that the most significant segment of the global outdoor advertising market is roadside billboards; second and third places are occupied by street furniture and transit advertising. Roadside billboards are being phased out in many markets due to tightening legislation; according to the experts, by 2021 the share of this segment will decrease by 4%. The research was carried out taking into account the data of such businesses as MAGNA and the Association of Communication Agencies of Russia. The US has the world's largest outdoor advertising market; Japan has the highest outdoor advertising spending. The key factors that ensure the priority of outdoor advertising in comparison with other advertising media are highlighted: wide audience coverage, largest advertising space, relatively low cost of advertising contact, variety of types and formats of advertising structures, etc. Topical problems are formulated that hinder the further growth of the studied segment: low level performance and quality of visual content, difficulties in assessing the effectiveness of outdoor advertising.
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Eken, Begüm. "Interactive Digital Displays for Outdoor Advertising." New Trends and Issues Proceedings on Humanities and Social Sciences 4, no. 11 (2017): 85–92. http://dx.doi.org/10.18844/prosoc.v4i11.2853.
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As we live in a period called the ‘Information Age’, new communication technologies are enabling newer possible ways for advertisers to interact differently with customers. High-technology televisions, the Internet, touch screens and such technologies are changing the media environment. Therefore, it changes the ways of communication. Nowadays, interactive digital displays are more commonly used for outdoor advertisements such as shop displays, billboards and on public transport. This research explores the impacts of interactive digital displays for outdoor advertising and how efficiently they engage with customers. Advertising media is evolving into a whole new level with upcoming developments. However, it still needs a full adaptation by customers. While relatively young customers adapt more easily with the interactive displays, certain kinds of customers still prefer traditional media. This research seeks to find how effective interactive display use for advertising is, while comparing customer adaptation of new media technologies with traditional media. Keywords: Interactive displays, outdoor advertising, digital signage.
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Vinnik, Alina Evgenievna. "Outdoor advertising market in conditions of pandemic." Vestnik of Astrakhan State Technical University. Series: Economics 2021, no. 2 (2021): 98–107. http://dx.doi.org/10.24143/2073-5537-2021-2-98-107.
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The article presents the results of studying the global and Russian advertising market dynamics, in particular, the outdoor advertising market in a pandemic. The crisis triggered by the COVID-19 pandemic has affected almost all advertising markets. The most stable markets were considered in the USA and China. The media segments of the advertising market in Russia in the period of 2010 - 2020 have been analyzed; advertising on the Internet is recognized as a leading segment, in second and third places are television advertising and UN advertising, respectively. Global ad spend across all media is 4.2% lower in 2020. Outdoor, TV, radio and print advertising revenues amounted to $ 233 billion. The outdoor advertising market was among the first to be negatively affected by the pandemic: the decrease in car and pedestrian traffic led to changes in marketing budgets, a less number of advertisers and high cost of outdoor advertising. Starting from the second half of 2020, the market began to recover, which in the near future will entail an increase in brand spending on outdoor advertising. The relevance of programmatic sales in modern conditions has been proved. The costs of programmatic purchases of digital inventory in outdoor advertising in the USA are illustrated, the slow introduction of programmatic purchases in the UN-company of Russia is noted. The results of a neuromarketing study conducted in 2020 among residents of Belgorod, confirming the problem of low visibility of outdoor advertising, are presented. The main directions of further development of the outdoor advertising market are outlined: short-term planning, reduction of terms and volumes of advertising placement; digitalization of inventory; consolidation of outdoor advertising operators; development of programmatic sales in the regions, etc.
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Andrew, Heather, Helen Haines, and Shaun Seixas. "Using neuroscience to understand the impact of premium digital out-of-home media." International Journal of Market Research 61, no. 6 (2019): 588–600. http://dx.doi.org/10.1177/1470785319851316.
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In this article, Heather Andrew and Dr Shaun Seixas of Neuro-Insight, and Helen Haines from Ocean Outdoor explain how modern brain imaging technology can be applied to measure people’s emotional, subconscious responses to different forms of outdoor media, from static paper and paste posters to multisensory advertising screens. With reference to visual attention, emotional intensity, desirability, and memorability, they describe a program of research that investigated brain response to the latest generation of outdoor advertising locations, and which explains the cognitive processes that underlie their success, not just in the context of out–of-home advertising, but in the broader digital world. The conclusions have implications that are fundamental to the planning, design, and development of media campaigns, identifying the role that outdoor advertising can play vis a vis other media, and how different media platforms can work together to the benefit of advertisers.
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Jiang, Dan. "The Dissemination of the Visual Image of Wuhan Tianhe Airport Terminal under Urban Cultural." Advanced Materials Research 1065-1069 (December 2014): 2706–9. http://dx.doi.org/10.4028/www.scientific.net/amr.1065-1069.2706.
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With the vigorous development of China's civil aviation industry and the advertising industry in recent years, airport image as a "commanding city height" has increasingly attracted attention of many as an ideal place for advertising and corporation image display. Airport advertising communication constitutes audience including government officials, high-level policy makers, corporate travel managers and travelers, in which high-income earners and foreign guests take a higher proportion. Airport advertising (on free media and aviation propaganda machine business supplies media) main involves two categories: outdoor advertising on the airport perimeter and expressway and advertising inside the terminal. In a broad sense, they all belong to the category of outdoor advertising.
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Waheed, Abdul, and Jianhua Yang. "The Effect of E-Marketing and Outdoor Media Advertising on Exploratory Consumer Buying Behavior." International Journal of Customer Relationship Marketing and Management 8, no. 1 (2017): 30–48. http://dx.doi.org/10.4018/ijcrmm.2017010103.
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Selection of an advertising medium is exceptionally important for an organization. Outdoor media advertising is known as the traditional type of advertising while e-marketing is challenging and growing trend in order to capture the intention of consumer. The core objective of this paper is to examine the effect of “e-marketing” and “outdoor advertising” on exploratory consumer buying behavior within the electronic industry. Data were collected from the questionnaire distribution among 1500 students in Pakistan from March 2015 to January 2016, where 1310 questionnaires were found valid for further analysis, shows 87.3% accuracy in response rate. Analysis methodologies are based on descriptive statistics, structural equation modeling (SEM) and AHP (Analytical Hierarchy Process). Results revealed a positive relationship of both advertising tools, but e-marketing established a greater effect than outdoor media advertising. However, our study proposes certain managerial implications and future research.
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Putri, Nindy Eka, Silfeni Silfeni, and Feri Ferdian. "STRATEGI PROMOSI MELALUI MEDIA PERIKLANAN DESA WISATA KUBU GADANG KOTA PADANG PANJANG." JURNAL PENDIDIKAN DAN KELUARGA 9, no. 2 (2018): 113. http://dx.doi.org/10.24036/jpk/vol9-iss2/119.
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The purpose of this research is to analyze the promotion strategy through advertising media at Desa Wisata Kubu Gadang Kota Padang Panjang view from 3 indicator: print media, electronic media, outdoor media. The research is a descriptive qualitative with survey method. Determination of informant using purposive sampling and snowball sampling. The purposive sampling technique involving 2 informant from tourism govermant and 2 informant from desa wisata Kubu Gadang Kota Padang Panjang manager then snowball sampling technique involving 3 informant from desa wisata Kubu Gadang Kota Padang Panjang visitor. Technique of collecting data is done by interview, observation, and documentation. The results of this study indicate that: 1) the strength of promotion advertising are: news paper easy to get, the picture quality on brochure have a good and interesting, radio can be heard anywhere, television give information through sound and picture, desa wisata Kubu Gadang also have a website and a big billboard with a perfect lighting. 2) the weakness of promotion advertising are: there was no promotion through a brochure, there was no update on the Kubu Gadang’s website, the billboard was vulnerable of damage. 3) the opportunities of promotion advertising are: there are many people who still interest to read the newspaper and brochure, there are many people who interest of internet using, many people can see the outdoor media as if billboard and baliho. 4) the threats of promotion advertising are: there are competitor through print media, television and outdoor media. The conclusion of The promotion strategy through advertising media at Desa Wisata Kubu Gadang Kota Padang Panjang is 1) making use of print media for promotion, 2) to increase the promotion thourgh radio, television and website/internet, 3) making advertising through outdoor media as if billboard and baliho.
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Gan, Zhinan, and Sang-Bing Tsai. "Research on the Optimization Method of Visual Effect of Outdoor Interactive Advertising Assisted by New Media Technology and Big Data Analysis." Mathematical Problems in Engineering 2021 (December 15, 2021): 1–11. http://dx.doi.org/10.1155/2021/5341523.
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Along with the development and promotion of Internet technology, new media are increasingly diversified, enriching and changing our lives. This paper focuses on outdoor interactive advertising as a communication method, analyzing its creative features and applications. Unlike traditional advertising, where audiences receive passively, new media interactive advertising establishes a more direct communication method for consumers and products, creating different sensory stimulation and emotional experience environments according to the characteristics of products and conducting a series of interactions with consumers’ sensory systems such as vision, hearing, smell, taste, and touch. The advertising method has also changed from passive reception to active participation. Finally, combining the characteristics of accurate delivery and the diversity of presentation forms of interactive advertising under the big data platform, the theme conception and form design of interactive advertising is proposed. The interactive design principles of highlighting the simplicity of the theme are explored. The interactive design principle of highlighting the simplicity of the theme is proposed, and the combination of color, text, and graphics is explored by the aesthetic visual design of the audience and the premise of focusing on the audience’s feelings. Starting from the visual effect of outdoor interactive advertising, the change in the way advertising is conveyed is interpreting to us the arrival of a new communication concept, the arrival of the Internet-centered and technology-centered data integration era. The research in this paper aims to provide useful support for the diversified development of outdoor interactive advertising in the new media environment by exploring how to skillfully realize the creative expression of outdoor interactive advertising in the new media environment.
Dissertations / Theses on the topic "Outdoor advertising media"
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Bever, Olga Alexeyevna. "Linguistic Landscapes of Post-Soviet Ukraine: Multilingualism and Language Policy in Outdoor Media and Advertising." Diss., The University of Arizona, 2010. http://hdl.handle.net/10150/194464.
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This research investigates language use in Linguistic Landscapes (LLs) of an urban center of post-Soviet eastern Ukraine The major focus is on how the signs represent linguistic, social and ideological phenomena in the context of competing local, national, and global language ideologies with Ukrainian, Russian and English in Cyrillic and Roman scripts. More than 100 pictures of public signs were selected and analyzed, from more than one thousand photographs.Detailed analyses of the signs show that the `one state - one language' official language policy is not effective in the predominantly Russian-speaking eastern Ukraine: the signs frequently use Russian, and blend in Ukrainian. There were revealing differences between establishment categories. Bank signs were almost all in Ukrainian, because they are government regulated. In contrast, local clothing store signs used Russian, along with English and European languages to convey `modernity', `prestige' and `high fashion'; other establishment (casinos and electronics stores) mixed Russian and Ukrainian with some English. English and European languages with Roman script were also frequently used to `smooth over' the conflict between Ukrainian and Russian.The genetic closeness of Ukrainian and Russian allows a linguistic phenomenon that reconciles the languages, `bivalency'. Bivalency refers to shared linguistic elements between the languages, allowing the signs to appeal to the local population, while complying with the official Ukrainian language policy. This work analyzes and documents bivalency at phonological, morphological, and lexical levels, introducing a new sensitive tool for quantifying language dominance in signs.The overall conclusion is that signs in the LLs reveal that despite the official language policy, both Ukrainian and Russian appear in signs. In this way, Linguistic Landscapes may predict a future Ukraine in which both Russian and Ukrainian are accepted as official languages.This work contributes several new perspectives to the analyses of LLs. It demonstrates that LLs are multimodal, multilayered and multidimensional to be studied from a multidisciplinary perspective; the methodology integrates Critical Discourse Analysis and grounded theory; LLs are considered as texts analyzed on multiple discourse levels. The work invents and applies continua of bivalency as a multilevel phenomenon. The research focuses on LLs in eastern Ukraine.
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Du, Plooy Amarentia Therese. "A framework for the planning and integration of out-of-home advertising media in South Africa." Thesis, University of Pretoria, 2012. http://hdl.handle.net/2263/24225.
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The Out-of-home advertising media are far more expansive than they used to be, and the shape and format of these media globally, as well as in South Africa, have changed considerably over the past few decades. Until rather recently, the out-ofhome advertising media landscape consisted primarily of outdoor advertising or billboards; but these days, this has expanded to include other platforms, such as transit advertising media, street and retail furniture advertising media, and a wide variety of alternative out-of-home advertising media types. This proliferation of out-of-home advertising media, the scant research on out-of-home advertising media planning and the number of obstacles in the South African advertising- and media industry have emphasised the need for a clear understanding of the changing nature of out-of-home advertising media and the planning and integration thereof. No previous study has addressed the integration of different out-of-home advertising media platforms as part of an integrated marketing communication plan. Very little has been published on how out-of-home advertising media planning across platforms should actually be done, even more so in a developing country such as South Africa. It was therefore necessary to investigate this further, in order to propose a framework for guiding the planning and integration of out-of-home advertising media; and one that can be applied in the South African environment. The main aim of this study was to explore how experienced out-of-home advertising media specialists plan and integrate different out-of-home advertising media platforms, as part of an overall integrated marketing communication plan. This, together with an extensive investigation into the relevant literature, was then used to develop a framework for the planning and integration of out-of-home advertising media in South Africa. Purposive sampling was used to select ten out-of-home media specialists from within prominent media-only agencies, and out-of-home advertising media-specialist agencies in South Africa. The specialists selected were responsible for planning out-of-home advertising media strategies of several of the largest advertisers in South Africa. These advertisers included Coca Cola, Unilever, Brandhouse, Cadbury, Pantene, Pfizer, Vodacom, Cell C, MTN, Spar, Shoprite, KFC, ABSA, Standard Bank Nedbank, Visa, Sony, Virgin Active, Adidas, Green Cross, Kulula airlines, NuMetro and Eskom. In-depth interviews with these specialists were conducted, using a basic guiding framework or interview guide. Qualitative thematic analysis was applied to the transcribed interviews using the software program, ATLAS.ti. The qualitative findings revealed nine themes, related to three theoretical constructs, namely: the alignment of the out-of-home advertising media campaign with the overall integrated marketing communication plan; the planning of out-of-home advertising media; and the evaluation and research of out-of-home advertising media It was recommended that specialists who understand the requirements of coordination and integration on several levels should do the planning of out-of-home advertising media. These are firstly, the alignment between the out-of-home advertising campaign and the overall integrated marketing communication plan objectives; secondly, the co-ordination between the message strategy and an out-ofhome advertising media plan; and thirdly, the integration between different platforms and formats used in the out-of-home advertising media mix. To optimally achieve integration on all these different levels required vertical integration and communication between all the role-players involved: the advertisers, the advertising agency, the media agency and the out-of-home media specialists. Effective integrated out-of-home advertising media campaigns can no longer be treated as mere add-ons; they should be part of the planning right from the start.<br>Thesis (DCom)--University of Pretoria, 2012.<br>Marketing Management<br>DCom<br>Unrestricted
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Rizo, Sergio Avila. "Estudo comparativo da mídia exterior em São Paulo e Buenos Aires." Universidade de São Paulo, 2012. http://www.teses.usp.br/teses/disponiveis/84/84131/tde-05062013-164305/.
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Esta dissertação procura comparar a mídia exterior das cidades de São Paulo e Buenos Aires. Para tanto se vale de métodos e procedimentos interdisciplinares de duas grandes áreas: geografia e comunicação. O objeto de estudo é compreendido no contexto do desenvolvimento das cidades e, dessa forma são apresentados elementos mínimos sobre os processos de desenvolvimento urbano e posteriormente as principais questões relativas ao tema no período contemporâneo. Na cidade de São Paulo a mídia exterior foi proibida no ano de 2006 enquanto Buenos Aires, embora possua complexa legislação, apresenta grande quantidade de mídia exterior em sua paisagem. Ao analisar profundamente os tipos de painéis, as normas e os atores, se elencam os principais paradigmas contemporâneos sobre a temática nas cidades em questão. Relacionando essas questões de modo comparativo conclui-se que existem evidências que tanto as normas para existência quanto para inexistência da mídia exterior podem priorizar interesses pessoais, de grupos empresariais locais ou internacionais. Em São Paulo, sob o discurso da cidade limpa e em Buenos Aires sob a premissa da criação de uma zona de turismo a partir de uma região repleta de painéis em Led (Times Square Sul-americana) os governantes criam meios e métodos para validarem seus interesses.<br>The aim of this work is compare outdoor advertising of the cities of Sao Paulo (Brazil) and Buenos Aires (Argentina). For that relies on interdisciplinary methods and procedures of two major areas: geography and communication. The object of this study is understood the context of the development of cities and thus minimal elements are presented on the processes of urban development and subsequently main issues relating to the theme in the contemporary period. In Sao Paulo the outdoor advertising was banned in 2006 while Buenos Aires, even having a complex legislation, features lots of outdoor media in your landscape When you do a thorough analysis of the types of panels, the rules and characters, if we list the major paradigms in contemporary cities on the topic in question. Combining these issues in a comparative way it is concluded that there is evidence that both the rules for existence and for lack of outdoor media can prioritize personal interests, business groups locally and internationally. In São Paulo, the discourse of Cidade Limpa (clean city) and in Buenos Aires under the premise of creating a tourist area from a region full of Led panels (the Times Square of the South America) governments create means and methods to validate their interests.
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Mafra, Heloisa Pedrosa de Araújo. "A intencionalidade linguística e os aspectos de oralidade nas campanhas publicitárias de instituições de ensino em outdoors nas cidades de Recife e Olinda." Universidade Católica de Pernambuco, 2012. http://www.unicap.br/tede//tde_busca/arquivo.php?codArquivo=884.
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No presente trabalho, buscou-se mostrar as inscrições da linguagem oral percebidas nas mensagens de campanhas publicitárias de Instituições de Ensino, em outdoors, com propaganda de seus cursos, com vistas a uma interação com seu público consumidor. Como contribuição linguística, o trabalho se apoia nos ensinamentos de Marcuschi (2008), para auxiliar a esclarecer definições dos gêneros textuais, que permitam responder algumas características de apresentação textual, e nas propostas teóricas de Koch (2002), com vistas à investigação da intertextualidade na construção expressiva do outdoor, em textos produzidos por diferentes escolas. Buscou-se, ainda, analisar a forma como essas mensagens são elaboradas para a divulgação dos serviços ofertados nos diferentes outdoors, que identificam as características do gênero, bem como a importância da compreensão e aceitação pelo público alvo. O trabalho teve como meta o fornecimento de dados para o aprofundamento sobre a elaboração de mensagens publicitárias. Com a análise, foi possível observar como as mensagens são direcionadas a um público específico, através do uso de uma linguagem adequada, considerando-se local, tempo e finalidade na divulgação. Foram identificadas, alterações nos processos de coesão textual, dos tipos remissão e sequenciação, reiteração e colocação, e, ainda, a ambiguidade como intencionalidade proposital na comunicação, direcionada a cada público específico por Faculdades e Universidades, Cursos Técnicos, Formação Escolar e Cursos de Línguas.<br>This work shows the entries of the oral language perceived in advertising campaigns of educational institutions, on billboards, advertising its courses, with the purpose of interacting with their consumer audience. As linguistic contribution, the work is based on the teachings of Marcuschi, in Textual Linguistics, and in Koch theoretical proposals, aiming at the investigation of Intertextuality in building expressive outdoor, on texts produced by different schools. It also sought to examine how these messages are elaborated to the dissemination of services offered in different billboards, identifying the characteristics of the genre as well as the importance of understanding and acceptance by the target audience. The work has as goal the provision of data for the study on the preparation of billboards. So, it was observed details of expressions, in addition to the lexical choices carried out to draw the attention of the reading public, the offers in different courses. In addition, it was observed how messages are targeted to a specific audience, making use of a proper language, aiming to the enthusiasm and satisfaction of the target audience, in location, time and purpose in disclosure.
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Liu, Chiung-Mei, and 劉瓊媚. "Creative Research on the Visual Design of Ambient Media -Outdoor Advertising of Taipei Metro." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/j8e2p5.
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碩士<br>國立臺灣師範大學<br>美術學系<br>102<br>Mass Transportation System, like the heart of a city, facilitating convenience in people’s daily life, is one of the indispensable and important means of transportation. Outdoor Advertising, on the other hand, has multi-forms and changes, adapting its manifestation of advertising to different Ambient Media. Therefore, on the visual design of ambient media, this study categorizes some design modes that are used in actual exposure for many times and that densely pre-post advertising works of creative research in Taipei metro in order to form new executable experiences and suggestions of ambient visual design. The main content of this thesis is to search for presenting forms and methods of ambient media through analyzing visual advertising, to find outdoor advertising examples in presenting forms and possibilities of visual creation by literature collection and case study, and to deeply understand the processes and related experiences of the creation of outdoor advertising. Two interviewed experts are Mrs. Kuo Ya Wen, vice president CS Innovations Marketing Group Co., Ltd. and Mrs. Su Yu Lin, CEO of Fishingsong Advertising Ltd. This study categorizes 6 presenting modes of ambient media as billboards, columns, floor surface, stairs, elevators, escalator, and car surface, and discusses the application modes of visual design on metro system’s ambient media so as to generalize the allocation and application between ambient media and visual design. The ads of ambient media must catch the attention of the general public and change presenting forms of ads with different ambient media so as to arouse customers’ awareness. This study is mainly focused on the inception of ideas and takes SUSHI EXPRESS CO.,LTD and 104 Job Bank. as examples as the creation objects to generalize the application of ambient media in visual design. These ideas can apply to other different merchandises and actual advertising exposures. And the derivatives of these ideas can still apply to countless business operations.
Keywords：Ambient media,Outdoor Advertising,Transit Advertising,Visual Design
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Votruba, Daniel. "Cenové prostředí mediálního trhu OOH reklamy v České republice." Master's thesis, 2021. http://www.nusl.cz/ntk/nusl-448334.
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This thesis analyses the pricing environment of the OOH advertising media market in the Czech Republic. In the theoretical part, it introduces the concept of marketing and marketing communication, but also touches upon advertising as such and its role in society, which is in many cases controversial. Furthermore, this thesis focuses on a specific communication channel, namely outdoor advertising. It presents its history, development and current trends. It describes the various types of formats offered on the Czech market, including innovative and alternative ones, but also presents the current problems and limitations associated with this medium. Even so, advertisers are currently investing significant sums in standard OOH advertising formats and suppliers are trying to collect increasingly accurate data to increase the effectiveness of this communication channel. The supply of outdoor advertising operators in the Czech market is concentrated in a few large players. The specific demand and offer of OOH advertising suppliers is presented in the practical section in parallel with the offer of the media agencies contacted. In this part, it is analysed and evaluated how the outdoor advertising market reacts in terms of price to the advertising demand of advertisers. The author focuses on the main and...
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Strejcová, Anna. "Vizuální média v městském veřejném prostoru." Master's thesis, 2012. http://www.nusl.cz/ntk/nusl-305107.
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The diploma theses Visual Media in the Urban Space deals with the issue of commercial visual media in the public space and the way they are incorporated to the city centers. I am focusing on that kind of media that invade the public space with the biggest force, such as billboards, bigboards, citylights, video screens, wraps, etc. The goal of the research is to compare the placement and the quantity of the out-of-home advertisements in the center of Prague and Barcelona. The research is done from the historical, cultural and geographical point of view (I am not going to investigate the visual messages from the semiotic point of view). I have chosen these two cities because they are the economic and cultural centers of the region and they have a very long history. Since these two cities are placed in the European cultural space and there are global agencies operating on the market I suppose there will be some parallels in the placement and appearance of the visual messages. My hypothesis is that most of the advertisements will be placed in the new-built neighborhoods and the historical centers will be less "visually polluted". Another hypothesis is that the public space in Prague will be filled more with aggressive media forms than the public space in Barcelona. According to my hypothesis there is...
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Tustin, D. H. "The relationship between above-the-line advertising and below-the-line promotion spending in the marketing of South African products and services." Thesis, 2002. http://hdl.handle.net/10500/593.
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The rapid increase in the expenditure on below-the-line promotions (consumer and trade promotions, direct marketing, sponsorship and public relations) relative to above-the-line advertising (television, radio, print, outdoor and cinema) in South Africa has earmarked a new era of integrated marketing communication strategies across all sectors. Ultimately, this strategic shift has brought about a need to better understand the relationship between above-the-line advertising and below-the-line promotions and to measure the impact of such changes on company sales/profits over the long-term.
In the research undertaken amongst 250 senior marketing, brand and product managers of South African brand-owned companies, the relationship between above-the-line advertising and below-the-line promotions in the marketing of South African products and services was investigated across six different economic sectors. It was evident from the findings that most brand-owned companies currently integrate above-the-line advertising and below-the-line promotion activities. The study shows that most brand-owned companies in South Africa combine press, radio and television (above-the-line) with consumer promotions (below-the-line). The most frequently used above-the-line advertising medium is television, which is also seen as the most important mode to support long-term brand building amongst consumers. In turn, print is regarded as the most important above-the-line mode to support trade franchise building. Most frequently used below-the-line modes include direct marketing and public relations. Direct mail and cooperative advertising are seen as the most important below-the-line consumer and trade franchise building modes respectively.
Although marketing communication expenditure is positively skewed towards above-the-line adverstising, most recent trends show a gradual increase in the use of below-the-line promotions. To prevent a brand's sales/profits from decreasing over the long-term due to too high below-the-line promotional expenditure, the study encourages a sound balance between above-the-line advertising and below-the-line promotions. Although the ideal ratio of above-the-line advertising to below-the-line promotions is related to the nature of the product and service being marketed, the extent of competitive activity in the market and the frequency of purchase, amongst many other salient factors, the study regards a 60/40 ratio as the most ideal for building long-term brands. On the other hand, a ratio of 35/65 is regarded as the critical point at which company sales/profits may deteriorate because of too high below-the-line promotional spending.
In conclusion it can be said that the marketing communication industry of South Africa has entered a period of integrated marketing communication practices which requires sound marketing communication budget strategies conducive to the long-term survival of South African products and services.<br>Business Management<br>D. Com. (Marketing Communication)
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Tustin, Deon Harold. "The relationship between above-the-line advertising and below-the-line promotion spending in the marketing of South African products and services." Thesis, 2002. http://hdl.handle.net/10500/593.
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The rapid increase in the expenditure on below-the-line promotions (consumer and trade promotions, direct marketing, sponsorship and public relations) relative to above-the-line advertising (television, radio, print, outdoor and cinema) in South Africa has earmarked a new era of integrated marketing communication strategies across all sectors. Ultimately, this strategic shift has brought about a need to better understand the relationship between above-the-line advertising and below-the-line promotions and to measure the impact of such changes on company sales/profits over the long-term.
In the research undertaken amongst 250 senior marketing, brand and product managers of South African brand-owned companies, the relationship between above-the-line advertising and below-the-line promotions in the marketing of South African products and services was investigated across six different economic sectors. It was evident from the findings that most brand-owned companies currently integrate above-the-line advertising and below-the-line promotion activities. The study shows that most brand-owned companies in South Africa combine press, radio and television (above-the-line) with consumer promotions (below-the-line). The most frequently used above-the-line advertising medium is television, which is also seen as the most important mode to support long-term brand building amongst consumers. In turn, print is regarded as the most important above-the-line mode to support trade franchise building. Most frequently used below-the-line modes include direct marketing and public relations. Direct mail and cooperative advertising are seen as the most important below-the-line consumer and trade franchise building modes respectively.
Although marketing communication expenditure is positively skewed towards above-the-line adverstising, most recent trends show a gradual increase in the use of below-the-line promotions. To prevent a brand's sales/profits from decreasing over the long-term due to too high below-the-line promotional expenditure, the study encourages a sound balance between above-the-line advertising and below-the-line promotions. Although the ideal ratio of above-the-line advertising to below-the-line promotions is related to the nature of the product and service being marketed, the extent of competitive activity in the market and the frequency of purchase, amongst many other salient factors, the study regards a 60/40 ratio as the most ideal for building long-term brands. On the other hand, a ratio of 35/65 is regarded as the critical point at which company sales/profits may deteriorate because of too high below-the-line promotional spending.
In conclusion it can be said that the marketing communication industry of South Africa has entered a period of integrated marketing communication practices which requires sound marketing communication budget strategies conducive to the long-term survival of South African products and services.<br>Business Management<br>D. Com. (Marketing Communication)
Books on the topic "Outdoor advertising media"
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Charles, Warner. Media selling: Broadcast, cable, print and interactive. 3rd ed. Iowa State Press, 2004.
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Charles, Warner. Media selling: Television, print, the Internet, and radio. 4th ed. Wiley-Blackwell, 2009.
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Commission, Monopolies and Mergers. Avenir Havas Media SA and Brunton Curtis Outdoor Advertising Ltd: A report on the acquisition by Avenir Havas Media SA of Brunton Curtis Outdoor Advertising Ltd. HMSO, 1991.
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Front, Billboard Liberation, and Los Cabrones Press, eds. The art & science of billboard improvement. Los Cabrones Press, 1990.
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Commission, Monopolies and Mergers. Avenir Havas Media SAand Brunton Curtis Outdoor Advertising Ltd: A report on the acquisition by Avenir Havas Media SA of Brunton Curtis Outdoor Advertising Ltd : presented to Parliament by the Secretary of State for Trade and Industry by command of Her Majesty,November 1991. H.M.S.O., 1991.
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Lipworth, Sydney, and Great Britain. Averir Havas Media Sa & Brunton Curtis Outdoor Advertising (Monopolies & Mergers Commission Report Series). Bernan Press, 1991.
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Carlson, Linda C. Advertising with Small Budgets for Big Results: How to buy print, broadcast, outdoor, online, direct response & offbeat media. Barrett Street Productions, 2014.
Find full textBook chapters on the topic "Outdoor advertising media"
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Mishra, Anubhav, and Tata Sai Vijay. "Outdoor and support media." In Integrated Advertising, Promotion, and Marketing. Routledge India, 2023. http://dx.doi.org/10.4324/9781003458593-13.
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Cronin, Anne M. "Publics and Publicity: Outdoor Advertising and Urban Space." In Public Space, Media Space. Palgrave Macmillan UK, 2013. http://dx.doi.org/10.1057/9781137027764_13.
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Silla, Cesare. "Outdoor Advertising and the Remediation of Public Space(s)." In The Routledge Companion to Urban Media and Communication. Routledge, 2019. http://dx.doi.org/10.4324/9781315211633-9.
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Einstein, Mara. "From Advertising to Marketing." In Advertising. Oxford University Press, 2017. http://dx.doi.org/10.1093/wentk/9780190625887.003.0001.
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What is advertising? Advertising is a paid communication used to persuade someone to buy a product or service of an identified sponsor. The advertisement is disseminated through media and can be in the form of a print ad (magazine, newspaper, or outdoor), a radio...
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Waheed, Abdul, Jianhua Yang, Ikram Ullah Khan, Safeer Ullah Khan, and Muhammad Farrukh. "The Comparison Between Traditional vs. Advanced Means of Marketing Communications." In Diverse Methods in Customer Relationship Marketing and Management. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-5619-0.ch010.
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The selection of an effective advertising campaign is remarkably essential for organizations to get consumers' attention where diverse conventional mediums were already operational over the past decades (i.e., outdoor media advertising). However, the trend has been transformed toward revolutionary means of marketing communications owing to widespread penetration of the technology. Therefore, electronic marketing is a challenging and growing trend to attain consumers' attention using internet in the present era. The core aim of this chapter is to investigate the significance of e-marketing (eM) and outdoor media advertising on consumer buying behavior within the electronic products of Pakistan. It is empirically revealed that e-marketing and outdoor advertising are factors of exploratory consumer buying behavior. In comparison, electronic marketing may have a higher positive influence than outdoor media advertising in the current digital age to reach a particular market. This chapter proposes several managerial implications and future studies for academics and practitioners.
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Brozovic, M., M. Mikota, and I. Pavlovic. "Steadfastness of Colours of Outdoor Advertising Media." In DAAAM International Scientific Book 2010. DAAAM International Vienna, 2010. http://dx.doi.org/10.2507/daaam.scibook.2010.03.
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Kurultay, Ayse Binay. "Storytelling in Cross-Media Advertising." In Multi-Platform Advertising Strategies in the Global Marketplace. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-3114-2.ch006.
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Multi-platform communication is becoming the norm as media practice has been changing with the growth of technologies that put viewers in more control and introduce interactivity. This chapter focuses on the Turkish cross-platform advertising campaign, Tweet Village for Sekerbank that received a bronze prize in 2015 at Cannes Lions, which is globally regarded as the most important festival in the field of creative communication. The campaign focused on thousands of family farmers who quit farming to migrate to urban cities in order to support those who resisted leaving. The campaign involves multiple platforms, such as social media, print advertisements, outdoor advertisements and radio spots which make it a successful case for explaining the use of storytelling in cross-media advertising. The case of Tweet Village was evaluated through Berger's (2013) criteria for sharing the campaign's message online as well as Chiu et al.'s (2012) brand story elements.
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Bradley, Nigel. "Audience and advertising research." In Marketing Research. Oxford University Press, 2013. http://dx.doi.org/10.1093/hebz/9780199655090.003.0017.
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This chapter discusses audience and advertising research. It provides the purposes and shows the importance of audience and advertising research. Media measurement surveys dictate the amounts paid to buy advertising space; they also offer ready-made segmentation to marketing managers. Audience research offers guidance for media owners on what is of interest to readers, viewers, or listeners. The chapter addresses newspapers, magazines, radio, television, the internet, outdoor, and cinema. It also looks at how research can provide some indication of advertising effectiveness. Various measures are enumerated, including impact, emotional involvement, brand recall, image, comprehension, reactions, associations, recognition, appeal, and persuasiveness. The chapter concludes with what must be considered in the publication stage of the research.
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Ostapenko, Nataliia, Maryna Kolosnichenko, and Tetiana Lutsker. "MODERN POSTER AS A VARIETY OF ADVERTISING: TYPES AND FORMATS OF MEDIA IN DIFFERENT COMMUNICATION CHANNELS (on the example of an adaptive poster design)." In Graphic design in information and visual space. Publishing House “Baltija Publishing”, 2023. http://dx.doi.org/10.30525/978-9934-26-274-6-12.
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It is proved that modern multifunctional posters are an important means of communication. The classification of graphic objects according to various features is indicated, the emphasis is on the social one. Terminological aspects of advertising practice are covered. Advertising functions are listed and described. The main modern types of media advertising media are generalized. The types of outdoor, indoor and advertising on transport, Internet advertising are listed, its advantages and disadvantages are revealed. The tendencies of development of the modern poster are outlined. A variety of placement of advertising graphics media in order to form an understanding of the peculiarities of the use of posters. The work uses a set of scientific methods of analysis, synthesis, generalization and approaches, in particular systemic, comparative, which allowed to realize the conceptual unity of the study.
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Musser, Charles. "The Stereopticon: Platform or New Media Form?" In Politicking and Emergent Media. University of California Press, 2016. http://dx.doi.org/10.1525/california/9780520292727.003.0003.
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Investigates the history of the stereopticon as a radically modernized magic lantern and its place in a larger US media formation. Using random word searches, its arch of popularity is traced from the 1860s to an 1890s apex, followed by a gradual decline. The coincidence of its emergence with the term “illustrated lecture” is noted, pointing towards the initial formation of the documentary tradition. Circa 1850 the Frederick and William Langenheim developed the photographic glass slide: a key element of the stereopticon dispositif. Ten years later John Fallon introduced the stereopticon as a form of screen entertainment. In 1871, the stereopticon began to be used for outdoor advertising; soon after it was used to promote candidates and issues.
Conference papers on the topic "Outdoor advertising media"
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Yin, Jin. "Study on qEcologicalq Media Construction in the Outdoor Advertising." In 2015 International Conference on Arts, Design and Contemporary Education. Atlantis Press, 2015. http://dx.doi.org/10.2991/icadce-15.2015.112.
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Tawaddud, Besse, Najmawati Sulaiman, Abdul Muin, and Muliaty Muliaty. "Development of Ergonomically-Based Rotary Lightbox for Outdoor Advertising Media." In Proceedings of the 3rd Jakarta International Conference on Multidisciplinary Studies towards Creative Industries, JICOMS 2024, 11-12 November 2024, Jakarta, Indonesia. EAI, 2025. https://doi.org/10.4108/eai.11-11-2024.2354482.
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Wang, Xiaolin. "The Transformation of Outdoor New Media Advertising Communication Mode in the Era of Smart Media." In The First China Xijing Intelligent Media Forum (CXIMF 2020). Atlantis Press, 2020. http://dx.doi.org/10.2991/assehr.k.201102.003.
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Li, Landuo. "Research and Analysis of Outdoor Advertising New Media under the Internet Environment." In Proceedings of the 1st International Symposium on Economic Development and Management Innovation (EDMI 2019). Atlantis Press, 2019. http://dx.doi.org/10.2991/edmi-19.2019.14.
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Golubkova, Ekaterina. "The Potential for the Transformation of Public Space in Yekaterinburg via Non-Standard Advertising Media." In The Public/Private in Modern Civilization, the 22nd Russian Scientific-Practical Conference (with international participation) (Yekaterinburg, April 16-17, 2020). Liberal Arts University – University for Humanities, Yekaterinburg, 2020. http://dx.doi.org/10.35853/ufh-public/private-2020-53.
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In the article, the author considers the influence of new advertising media on the establishment of public space and the transformation of the urban environment of Yekaterinburg. Though popular in Europe, the sociocultural phenomenon Ambient media remains insufficiently studied in contemporary Russia. Ambient advertising has the ability to change the usual urban space in a special way, overcoming environmental alienation and modelling the environment into a comfortable and safe one, therefore developing the public life of the city, making it attractive and creating ‘places of attraction’ for city dwellers. The author carried out an in-depth interview with representatives from the advertising community in Yekaterinburg (N = 22) to research into expert views on unconventional media, and to study expert appraisal of how the new form of advertising communication, Ambient media, impacts the urban environment of Yekaterinburg. The interviewed experts were specialists in advertising and marketing. Main occupation: advertising project management, creative strategies, outdoor ads, event-marketing, PR with a status of an advertising agency or department in the city of Yekaterinburg. Gender profile: 50% males, and 50% females; all aged between 27 and 50. Our study has revealed that advertisement experts regard Ambient media to be a very promising tool in terms of their professional practice, including in regards to the transformation of ambient urban space. Respondents note a correlation between the propagation of Ambient- objects in the city and public space formation. Non-standard media can fill the city with new meanings of freedom and creativity, helping to overcome feelings of alienation and creating new comfortable and safe spaces that people recognise as ‘their own’. Ambient-objects are moreover a source of pride for various social groups of citizens, as they contribute to the formation of a new image of Yekaterinburg: a unique, modern art centre, a city of freedom and creativity.
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Li, Lin, Wei Zhang, and Lin Liu. "Research on the Application of LED Media Building Curtain Wall in Urban Outdoor Advertising." In 2019 International Conference on Management Science and Industrial Economy (MSIE 2019). Atlantis Press, 2020. http://dx.doi.org/10.2991/msie-19.2020.43.
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Zhao, Chen, Tao Wang, and Yuan-yuan Liu. "Research on the Interactivity of the New Outdoor Media Advertising for the Bus Station." In 3d International Conference on Applied Social Science Research (ICASSR 2015). Atlantis Press, 2016. http://dx.doi.org/10.2991/icassr-15.2016.181.
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Jia-feng, Xie, and Shen Wen-xing. "Collaborative public management: A technological solution framework on urban outdoor advertising media supervision in China." In 2010 International Conference on Management Science and Engineering (ICMSE). IEEE, 2010. http://dx.doi.org/10.1109/icmse.2010.5720040.
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Holleran, Samuel. "Ultra Graphic: Australian Advertising Infrastructure from Morris Columns to Media Facades." In The 38th Annual Conference of the Society of Architectural Historians Australia and New Zealand. SAHANZ, 2022. http://dx.doi.org/10.55939/a4028p0swn.
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This paper examines the development of infrastructures for outdoor advertising and debates over visual ‘oversaturation’ in the built environment. It begins with the boom in posters that came in the 19th century with a plethora of new manufactured goods and the attempts by civic officials to create structures that would extend cities’ available surface area for the placement of ads. It then charts the rise of building-top ‘sky signs,’ articulated billboards, kiosks, and digital media facades while detailing the policy initiatives meant to regulate these ad surfaces. This work builds on ongoing research into the development of signage technologies in Sydney and Melbourne, the measurement and regulation of ‘visual pollution’, and the promotion of entertainment and nightlife in precincts defined by neon and historic signage. This project responds to the increasing ambiguity between traditional advertising substrates and building exteriors. It charts the development of display technologies in relation to changing architectural practices and urban landscapes. Signage innovation in Australia has been driven by increasingly sophisticated construction practices and by the changing nature of cities; shifting markedly with increased automobility, migration and cultural change, and mobile phone use. The means by which urban reformers and architectural critics have sought to define, measure, and control new ad technologies—sometimes deemed ‘visual pollution’— offers a prehistory to contemporary debates over ‘smart city’ street furniture, and a synecdoche to narratives of degradation and ugliness in the post-war built environment. These four thematically linked episodes show how Australian civic officials and built environment activists have responded to visual clutter, and the fuzzy line between advertisers, architects, and builders erecting increasingly dynamic infrastructures for ad delivery. This progression shows the fluctuating place of advertisement in the built environment, ending with the emergence of today’s programmable façades and urban screens.
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Collins, Julie. "Fresh Air and Sunshine: The Health Aspects of Sleepouts, Sunrooms, and Sundecks in South Australian Architecture of the 1930s." In The 38th Annual Conference of the Society of Architectural Historians Australia and New Zealand. SAHANZ, 2022. http://dx.doi.org/10.55939/a3989p6hza.
Full textAbstract:
This paper examines the development of infrastructures for outdoor advertising and debates over visual ‘oversaturation’ in the built environment. It begins with the boom in posters that came in the 19th century with a plethora of new manufactured goods and the attempts by civic officials to create structures that would extend cities’ available surface area for the placement of ads. It then charts the rise of building-top ‘sky signs,’ articulated billboards, kiosks, and digital media facades while detailing the policy initiatives meant to regulate these ad surfaces. This work builds on ongoing research into the development of signage technologies in Sydney and Melbourne, the measurement and regulation of ‘visual pollution’, and the promotion of entertainment and nightlife in precincts defined by neon and historic signage.