Dissertations / Theses: 'Outdoor Advertising'

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Подолкова, Світлана Віталіївна, Светлана Витальевна Подолкова, Svitlana Vitaliivna Podolkova, and N. Ye Kosolap. "Innovations in outdoor advertising." Thesis, Вид-во СумДУ, 2011. http://essuir.sumdu.edu.ua/handle/123456789/22046.

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The traditional billboard display may be the main element of outdoor advertising campaigns, but like any industry and particularly any advertising method the medium is evolving all the time. New advances in outdoor advertising have not been technological wonders or major diversions from the norm, but have been logical evolutions of the standard method of putting a big message on a big billboard. When you are citing the document, use the following link http://essuir.sumdu.edu.ua/handle/123456789/22046

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Jordaan, Pieter Francois. "A rationale for the effective management of outdoor information transfer." Pretoria : [s.n.], 2005. http://upetd.up.ac.za/thesis/available/etd-07212005-131914.

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Belinskaya, Yulia. "Outdoor Advertising and Gender Differences : Factors Influencing Perception and Attitudes." Thesis, Stockholms universitet, JMK, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-120367.

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The thesis examines attitudes towards outdoor advertising, with strong emphasis on gender-based differences. The research intends to reveal the most influencing factors, including gender, format, different images and recall. Earlier researchers have argued that females are inclined to rate advertisements more positively than men. Five different, but interconnected studies, one content analysis and four surveys, were implicated in order to measure the responses to advertising. It is further suggested that positive attitude towards outdoor advertising affects the purchase intent. The theme of sexualised advertising is also discussed within this research. After detailed examination of the advertisements in the centre of St. Petersburg it was concluded that females’ rating is considerably more positive compared to males in the situation of high processing opportunity. However, men were more positive when respondents were asked about more general attitudes to outdoor advertising. Recall of advertising was studied within the field settings and showed that women indeed demonstrate better visual memory. Such factors as format, content were proved to have influence on the recall. In addition, different visual preferences were tested within one study. The findings prove that gender differences in perception of outdoor advertising do exist and should be taken into consideration by advertisers in order to raise the effectiveness of advertising campaigns.

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Morais, Gabriel António Oliveira. "A Tipografia e sua aplicabilidade no Outdoor publicitário." Master's thesis, [s.n.], 2011. http://hdl.handle.net/10284/2540.

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Dissertação apresentada à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Mestre em Ciências da Comunicação, especialização em Tecnologias da Comunicação.
O mundo vive, cada vez mais, da importância da informação e, desde sempre, o Homem procurou comunicar e partilhar os seus pensamentos, ideias, necessidades e emoções. Com o surgimento da escrita novos horizontes foram encontrados, visto que despontou a possibilidade de registar e perpetuar o conhecimento, em distintas áreas, por sucessivas gerações e contribuir, consecutivamente, para a evolução das sociedades, tais como as conhecemos actualmente. Ao percorrermos os espaços citadinos deparamo-nos com uma forte presença de tradições e desenvolvimentos que são produto das gerações que os foram delineando. Como processo activo em que se inserem, as cidades estão em constante mutação e pelo fluxo humano e comercial que geram são inúmeras as publicidades presentes que têm o desígnio de encaminhar um grande número de pessoas para uma determinada acção. O Outdoor não foge a este esquema comunicativo. Este meio procura atingir o maior número de pessoas possível de uma forma rápida e consistente. Para que isto seja concretizado tem de ser dotado de elementos visuais que quando conjugados resultem em composições gráficas bem construídas, com mensagens claras e simples e nas quais o espectador reúna interesse. A Tipografia é um desses componentes visuais que possibilita uma melhor compreensão da mensagem visual, assim como a leitura se torna mais agradável do ponto de vista estético. Como elemento gráfico da Comunicação, a Tipografia exprime-se na forma e organização visual da escrita possibilitando uma activa e eficaz transmissão de mensagens nos seus afectos suportes, quando bem aplicada e idealizada. Provida por uma excelente riqueza e personalização dos seus elementos ajuda-nos a compreender o mundo através da sua função estética e informativa, tornando a Comunicação Visual legível e compreensível. Considerando a evidente relevância para a Comunicação dentro das sociedades, o objectivo deste estudo estabeleceu-se em entender a Tipografia e a sua aplicabilidade no contexto da Comunicação Visual publicitária, mais precisamente no Outdoor através de uma análise teórica e prática destes conceitos. The world lives, increasingly, of the importance of information and human beings have always sought to communicate and share their thoughts, ideas, needs and emotions. With the beginning of writing new horizons were found, emerged as the ability to record and perpetuate the knowledge of different areas by successive generations and contribute consecutively for the evolution of societies, as we know them today. When we walk in a particular city space, we are faced with a strong presence of traditions and developments that are the product of previous generations. As an active process in which they live, the cities are changing and the human and commercial flow that they produce, originates numerous advertisements that have a mission to route a large number of people for a specific action. The Billboard is no exception to this communicative scheme. This means tries to reach as many people as possible in a fast and consistent way. For this to be achieved must be provided with visual elements that when combined result in graphic compositions well built, with clear and simple messages and in which the viewer gathers interest. Typography is one of those visual components which allow a better understanding of the visual message, as well as the reading becomes more pleasing aesthetically. As a graphic communication, Typography expresses itself in the form and visual organization of written providing an active and effective transmission of messages in their assigned media, when properly applied and idealized. Provided by a great richness and personalization of its elements helps us understand the world through their aesthetic and informative function, making visual communication readable and understandable. Given the obvious relevance for communication within societies, the objective of this study was established to understand Typography and its current applicability in the context of Visual Communication advertising, more precisely on the Billboard by a theoretical and practice analysis of these concepts.

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Zamblauskaitė, Evelina. "Lauko reklamos poveikio vertinimas Kauno mieste." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2009~D_20140626_184313-21262.

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Viena iš plačiai paplitusių reklamos rūšių yra išorinė arba lauko reklama, kuri pasiekia plačią auditoriją. Lauko reklama veikia vartotoją per jo pažinimą, emocijas ir elgesį. Atsižvelgiant į šias dimensijas, reklamos taikomos įvairioms auditorijoms, jas veikiant įvairiais būdais. Problemos ištyrimo lygis. Nuolat kintančioje aplinkoje reklamos industrijos problematika yra aktuali, nes suteikia galimybę didinti įmonių pardavimus bei plėsti paslaugų spektrą. Tačiau labai sudėtinga išmatuoti poveikį, todėl šiame darbe bus vertinamas lauko reklamos poveikis vartotojui. Reklamos teorinius aspektus nagrinėjo L. Markauskas (2008), D.L. Wilcox (2007), L. Šliburytė (2007), T. Yeshin (2006), B. Čereška (2004), G. J. Tellis (2004), D. Jokubauskas (2003), S. Vaitiekus (2002), R. Mažeikaitė (2001) ir kt. Darbo objektas. Lauko reklamos poveikis vartotojui. Darbo tikslas. Teoriniais aspektais išanalizuoti reklamos poveikį bei įvertinti lauko reklamos poveikį Kauno miesto vartotojams. Darbo uždaviniai. 1. Atlikti reklamos poveikio teorinę analizę. 2. Atskleisti lauko reklamos specifiką. 3. Išanalizuoti Lietuvos ir užsienio autorių atliktus reklamos poveikio vertinimo tyrimus ir parengti tyrimo modelį. 4. Įvertinti lauko reklamos poveikį Kauno miesto vartotojams. Reklamos veikia vartotoją per jo pažinimą, emocijas ir elgesį. Atsižvelgiant į šias dimensijas, reklamos taikomos įvairioms auditorijoms, jas veikiant įvairiais poveikio būdais. Lauko reklama labiausiai veikia Kauno miesto vartotojus... [toliau žr. visą tekstą]
Relevance. Outdoor advertising is one of the most common advert types. It’s influence reaches a wide audience. Outdoor advert affects consumer through his emotions, knowledge and behavior. Considering these dimensions, outdoor adverts created for diversity of consumer profiles, while using different appliances Object. Outdoor advertising and the way it affects consumer. Purpose. Analyze the effects of Advert and Outdoor advertising on Kaunas city consumers by using theoretical aspects. Tasks: • Perform a theoretical analysis on Advertising effects. • Discover outdoor advertising specifics • Analyze advertising impact researches made by local and foreign authors and create and prepare the research model • Evaluate the effect of outdoor advertising in Kaunas. Research methods: related science literary analysis, comparable analysis, questionnaire analysis. Research results: The first chapter discusses the advert impact on consumer and Outdoor advertising specifics. Second chapter analyzes advertising impact researches by local and foreign authors. Outdoor advertising impact on consumer research model is prepared also. Third chapter bases outdoor advertising impacts on Kaunas city consumers, research methodic. With appliance of questionnaire analysis method, the conclusion is made that Advertising is essential for consumer because it provides vital information about existence of various products and services. One of the key points that encourages consumer to buy occurs to be the... [to full text]

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Wong, Tsui-wan. "The impact of outdoor commercial signs on the imageability of Hong Kong." Hong Kong : University of Hong Kong, 1998. http://sunzi.lib.hku.hk/hkuto/record.jsp?B2579999x.

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Guo, Chen. "The role of outdoor advertising on streetscapes in the metropolitan commercial areas of Hong Kong." Click to view the E-thesis via HKUTO, 2007. http://sunzi.lib.hku.hk/hkuto/record/B39634541.

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Debarry, Olivia Samantha. "The interpretation of visual cues on billboards in urban and periurban areas : a semiotic analysis." Thesis, Cape Peninsula University of Technology, 2016. http://hdl.handle.net/20.500.11838/2446.

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Thesis (MTech (Graphic Design))--Cape Peninsula University of Technology, 2016.
In the South African advertising industry, blame is often cast on the designer for a failed campaign. However, human interactions are multi-faceted and deserve further exploration, particularly if the designer is expected to be socially responsible. If this is the case, one has to consider society as a whole if potentially life-saving or socially transformative advertising campaigns are going to be impactful. This study focuses on a specific public awareness campaign related to HIV/Aids education, the loveLife campaign, and how its billboards were interpreted. This study employs a qualitative research design and semiotic analysis with student participants from schools in Cape Town, South Africa, to investigate how the target audience understands and interprets campaign billboards.

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Guo, Chen, and 郭琛. "The role of outdoor advertising on streetscapes in the metropolitan commercial areas of Hong Kong." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2007. http://hub.hku.hk/bib/B39634541.

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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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Wong, Tsui-wan, and 黃翠雲. "The impact of outdoor commercial signs on the imageability of Hong Kong." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1998. http://hub.hku.hk/bib/B31980302.

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Домашенко, Марина Дмитрівна, Марина Дмитриевна Домашенко, Maryna Dmytrivna Domashenko, and Я. А. Коваленко. "Зовнішня реклама в місті Суми." Thesis, Видавництво СумДУ, 2011. http://essuir.sumdu.edu.ua/handle/123456789/12355.

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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.
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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Coufal, Vojtěch. "Regulace venkovní reklamy v České republice." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-264626.

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Outdoor advertising constitutes a part of the public space and as such it affects all inhabitants. Outdoor advertising causes several negative effects, such as traffic hazard or visual pollution. Therefore, it raises a requirement for its effective regulation. The thesis analyzes the current state of regulation of outdoor advertising in the Czech Republic and focuses primarily on advertising alongside the roads and on advertising in Prague. It deals with advertising from a marketing point of view, its role in society and the economic theories and approaches to advertising. Next, the thesis presents the specifics and forms of outdoor advertising, and also negative effects which are associated with it. Last, it analyzes legislative and institutional framework of regulation of outdoor advertising and describes its problematic areas. To evaluate the current state of regulation, an own empirical research was conducted using the method of questionnaires and personal interviews.

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Molina, Jennifer Rose. "Public spaces or private places? Outdoor Advertising and the Commercialisation of Public Space in Christchurch, New Zealand." Thesis, University of Canterbury. School of Political Science and Communication, 2006. http://hdl.handle.net/10092/935.

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This thesis examines the impact of outdoor advertising on public space, by situating outdoor advertising within arguments about global corporate domination. I argue that the implosion of commercial messages into ever-increasing amounts of public space has repercussions for our ability to relate to each other as anything other than commercial beings. Outdoor advertising necessitates the use of stereotypes to communicate with its audience. The regulatory mechanisms for advertising sanction this use of stereotypes, which puts commercial needs and rights to free speech before the public's right to distance itself from commercial messages and values. The discourses of advertising and its progenitors reinforce hegemonic conceptions of gender, class and ethnicity thereby imbuing space with values which do not encourage diversity but promote narrow and limiting options for the self. By carefully examining the 'entrepreneurial adexec' and 'public interest' discourses that surround outdoor advertising, I argue that its global privatising power has been able to continue without challenge, as potential criticisms are silenced before they are even articulated. It will be shown how the various regulatory mechanisms operating under discourses of 'public accountability' actually serve commercial interests rather than public interests by supporting private-public partnerships and focussing narrowly on the implicit meaning in ads. Particularly problematic representations of gender, class and ethnicity in outdoor ads will be analysed to discern the various ways these impose certain values on public spaces in Christchurch through the process of commercialisation. Finally, graffiti and billboard liberation as forms of cultural resistance to this commercialisation will be examined.

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Helander, Fredrik. "Measuring Digital Signage ROI : A combination of Digital Signage and Mobile Advertising as a method for measuring Digtal Signage ROI." Thesis, Umeå University, Umeå School of Business, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-34755.

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Marketing has changed a lot the past decade. New modern marketing channels have been developed and marketing have become more effective. This has affected the expectations advertisers have on advertising channels. One thing advertisers increasingly expect is to be able to efficiently measure the result of advertising, the ROI. A method for measuring ROI of digital signage is in focus in this study. The measurement is enabled by a combination of digital signage and mobile advertising. First a consumer is exposed to digital signage encouraging SMS interaction in order to receive an electronic voucher entitling the consumer to a discount. If the voucher is used, revenues can be linked to a specific campaign and ROI can be calculated. The study focus on measuring the tendency consumers have to interact through SMS when they get exposed to relevant advertising and the tendency they have to use the voucher that is sent to them as a result of the interaction. The question is how efficient this method is for measuring ROI. In order to bring clarity to the issue, I conducted a quantitative survey using an online self completion questionnaire as measurement tool. It was distributed through e-mail among students at the College of Management at National Taiwan University. Furthermore, I have chosen a deductive approach, my epistemological position is positivism and I therefore utilize the scientific model conducting my research. My ontological position is objectivism meaning that I believe reality is independent of social actors.

The empirical data collected showed that the method in focus have great potential in working efficient for measuring ROI of digital signage. The general tendency to interact through SMS was high, on average 82.3% of the respondents would interact through SMS when getting exposed to relevant advertising. In addition, 96.5% of those would also use the voucher sent to them, enabling ROI calculations.

It was presumed that the digital signage advertising was relevant to such an extent to the consumer getting exposed to it, that he/she already had a purchase intention of the product/service which the advertising regarded. This should be remembered when evaluating the results. Nevertheless, if advertisers succeed in reaching out with relevant advertising enough, the findings in this study indicates that the method is an efficient tool to use for ROI calculations of digital signage.

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Hypolito, Acácio. "Processos comunicacionais no meio outdoor: uma análise semiótica." Pontifícia Universidade Católica de São Paulo, 2007. https://tede2.pucsp.br/handle/handle/4990.

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Made available in DSpace on 2016-04-26T18:16:43Z (GMT). No. of bitstreams: 1 Acacio Hypolito.pdf: 1810749 bytes, checksum: 3a47fe9e5a854892ba68287952539d21 (MD5) Previous issue date: 2007-11-28
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It´s a fact , today, a constant worry about the understanding of publicity world, given the undoubted importance of the efects that this world has on us. In the context of such worry, the objective of this research is to identify the suggestibility strategies used to create the advertising communication directed to billboards. To do so, the influence level iconicity to follow these strategies on the advertising messages and the associations that we are apt to make through these signs or semi-signs that are presented by the power of suggestibility. This dissertation is presented into five chapters. The first, named The City, there is a historical study of how the cities were born and their evolution, pointing out the city of São Paulo and the Paulista avenue, which was chosen to obtain the billboards for analysis and interpretation. In chapter two, named TheBillboard, a historical profile will be outlined, bringing the memory of the billboard evolution back in Brazil and mainly in the city of São Paulo. The third chapter: Advertising: the association of ideas, images and words, concerns about the contextualizing of advertising besides looking for illustrating the power of advertising on the consumer. In the forth chapter: A brief looking over at the Pierce s theory, the theoretical support will be presented, in a non exhaustive way, so that it is possible to base the analysis of the billboard of the fifth and last chapter. Last but not least, in chapter five: The suggestibility strategies used to create the advertising communication, the semiotics analyses are found with emphasis on the iconicity levels and on the details of making a billboard searching its suggestibility strategies
É fato, hoje, uma constante preocupação com o entendimento do mundo da publicidade, dada a importância indiscutível dos efeitos que esse mundo produz em nós. No contexto dessa preocupação, o objetivo desta pesquisa é identificar as estratégias de sugestão empregadas na composição da comunicação publicitária direcionada ao meio outdoor. Para isso, será estudado o grau de influência da iconicidade para a realização dessas estratégias nas mensagens publicitárias e as associações que estamos aptos a realizar por meio destes signos ou quase-signos que se apresentam pelo poder de sugestão. Esta dissertação apresenta-se em cinco capítulos. O primeiro deles, intitulado A Cidade, há um levantamento histórico do surgimento das cidades e sua evolução, destacando a cidade de São Paulo e a Avenida Paulista local de passagem escolhido para a obtenção das peças publicitárias para análise e interpretação. No capítulo dois, denominado O Outdoor, será traçado o perfil histórico que resgata a memória da evolução do outdoor no Brasil e principalmente na cidade de São Paulo. O terceiro capítulo: Publicidade: a associação de idéias, imagens e palavras, preocupa-se a contextualização da publicidade e ainda procurarse- á ilustrar a força publicitária exercida sobre o consumidor. No capítulo quarto: Um breve percurso na teoria Peirceana, de uma forma não exaustiva, será apresentada o suporte teórico utilizado a fim de que se possa embasar as análises das peças publicitárias do quinto e último Por fim, no capítulo cinco: As estratégias de sugestão na composição da comunicação publicitária, encontram-se as análises semióticas com ênfase nos graus de iconicidade e nos meandros da montagem de uma peça publicitária na busca de suas estratégias de sugestão

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Žak, Inga. "Lauko reklamos poveikis vartotojų poreikių suvokimui." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2009~D_20140626_183754-63412.

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DARBO SANTRAUKA Nors lauko reklama, laikoma viena seniausių reklamos skleidimo būdų, tačiau Lietuvoje, sparčiai ėmė plėtotis, tik pastarąjį dešimtmetį. Iki 1994 metų, kai susikūrė pirmosios lauko reklamos įmonės, šioje srityje verslu užsiėmė tik pavieniai, privatūs asmenys, dažnai net nelegaliai. Tik per pastarąjį dešimtį metų visuomenė ir valstybinės struktūros šiam verslui ėmė skirti daugiau dėmesio. Taigi suvokiant šios gana naujos ekonomikos šakos svarbą ir naudą buvo pasirinkta, nagrinėti lauko reklamos poveikį vartotojų poreikių suvokimui. Suvokimas yra labai subjektyvus. Daugelio žmonių suvokimas apie ta patį dalyką gali skirtis, dėl to, kad ir patys žmonės yra skirtingi. Kiekvienas vartotojas gaudamas reklaminę žinutę interpretuoja ir ją suvokia remdamasis asmeninėmis charakteristikomis, vidiniais bei išoriniais veiksniais. Darbo objektas – lauko reklama ir vartotojų poreikiai. Darbo tikslas – teoriškai pagrįsti ir empiriškai patikrinti lauko reklamos poveikį vartotojų poreikių suvokimui. Darbo uždaviniai: 1. Išanalizuoti poreikių suvokimą vartotojų elgsenoje; 2. Teoriniu lygmeniu išanalizuoti ir apibendrinti vartotojų poreikių suvokimą; 3. Pagrįsti reklamos poveikį vartotojams; 4. Išanalizuoti ir apibendrinti lauko reklamos konceptualiąją esmę; 5. Parengti lauko reklamos poveikio vartotojų poreikių suvokimui tyrimo metodologiją; 6. Remiantis apibendrintomis metodologinėmis nuostatomis, atlikti lauko reklamos poveikio vartotojų poreikių suvokimui; 7. Atlikus empirinį... [toliau žr. visą tekstą]
SUMMARY Although outdoor advertisement is considered to be as one of the oldest ways of advertising, however, in Lithuania its rapid development can only be observed only in the last decade. Only separate private entities (mostly illegal) were working in this business untill 1994, when the first outdoor advertisement companies were established. It was only the last decade when the society and public institutions paid more attention to this business. Thus, considering the importance and benefits of this this rather new field of business, the impact of outdoor advertisement on the perception of consumer needs has been selected as the object of analysis. The concept of perception is very subjective. The perception of the same object of majority of people may differ due to the reason that people themselves are different. Every consumer has his/her own interpretation of a message and the perception is based on individual characteristics, internal and external factors. Research Object– outdoor advertisement and consumer needs. Research Goal – theoretical basis and empirical verification of outdoor advertisement impact on the perception of consumer neeeds. Research Tasks: 1. Analysis of the perception of consumer needs in their behaviour; 2. Analysis and summary of the perception of consumer needs at theoretical level; 3. Reasoning of advertisement impact on consumers; 4. Analysis and summary of the conceptual essence of outdoor advertisement; 5. Preparation of research methodology... [to full text]

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Шевцова, І. П., and І. О. Пригара. "Тенденції розвитку ринку зовнішньої реклами в Україні." Thesis, Сумський державний університет, 2017. http://essuir.sumdu.edu.ua/handle/123456789/66802.

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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.
Thesis (DCom)--University of Pretoria, 2012.
Marketing Management
DCom
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Сиплива, І. С. "Зовнішня реклама як дієвий спосіб поширення реклами." Thesis, Сумський державний університет, 2017. http://essuir.sumdu.edu.ua/handle/123456789/64926.

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Реклама може покращувати імідж товарів або фірми, збільшувати обсяги продажу, а може бути просто життєво необхідною для підтримки наявного рівня продажу. Реклама впливає на психіку людини, діючи на свідомому і несвідомому рівнях. Завдання рекламіста – розуміти реакцію людської психіки та уміти її використовувати у своїх цілях, аби забезпечити успішність реклами. Аналізуючи поняття зовнішньої реклами, слід звернути увагу на термін «рекламна поверхня». Так, рекламна поверхня – це площа зовнішньої поверхні будинку, споруди, елемента вуличного обладнання або відведеної території на відкритій місцевості у межах населеного пункту, що надається розповсюджувачу зовнішньої реклами в тимчасове користування власником або уповноваженим ним органом (особою).

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Ласукова, А. С. "Дослідження шляхів впровадження PR-технологій в менеджмент реабілітаційного центру Vidnova." Master's thesis, Сумський державний університет, 2021. https://essuir.sumdu.edu.ua/handle/123456789/87102.

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Структура та обсяг дипломної роботи магістра. Робота складається із вступу, трьох розділів, висновків, списку використаних джерел, який містить 44 найменування. Загальний обсяг магістерської роботи становить 66 стор., у тому числі 7 таблиць, 14 рисунків, 5 формул. Список використаних джерел включає в себе 5 сторінок. Мета роботи: дослідження використання PR-технологій в системі менеджменту реабілітаційного центру VIDNOVA та вдосконалення існуючої рекламної компанії медичного закладу. Відповідно до мети були поставлені наступні завдання: 1. Вивчити теоретичну основу використання PR-технологій в роботі сучасних бізнес-організацій. 2. Дослідити методичні основи впровадження PR-технологій у медичній сфері. 3. Провести аналіз ефективності сучасних інформаційних маркетингових технологій в системі управління медичними установами та аналіз використання наявних PR-технологій у системі управління ТОВ "РЕАБІЛІТАЦІЙНИЙ ЦЕНТР "ВІДНОВА. 4. Розробити шляхи впровадження нових та альтернативних PR-технологій у систему управління ТОВ "РЕАБІЛІТАЦІЙНИЙ ЦЕНТР "ВІДНОВА". Об'єкт дослідження: PR-технології у системі управління ТОВ "РЕАБІЛІТАЦІЙНИЙ ЦЕНТР "ВІДНОВА". Предмет дослідження: методичні основи ефективності роботи PR-технологій в системі управління ТОВ "РЕАБІЛІТАЦІЙНИЙ ЦЕНТР "ВІДНОВА".

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Чигрин, Ю. А. "Зовнішня реклама в м. Суми." Thesis, Сумський державний університет, 2016. http://essuir.sumdu.edu.ua/handle/123456789/49136.

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В роки техніко-технологічного прогресу зовнішня реклама, разом з новими формами (реклама на інтернет-сайтах, в соціальних мережах, гаджетах тощо) є важливим елементом розповсюдження інформації, формування і стимулювання споживчого попиту, впливу на інших економічних контрагентів та контактні аудиторії товаровиробників та продавців. Вона також є інструментом формування іміджу товаровиробників та їх продукції.

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Jeníčková, Tereza. "Využití IT při analýze působení outdoorové reklamy." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-11620.

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This thesis deals with use of Information technology for analysis of exposure to advertising communications, focusing on outdoor advertising.In the theoretical part is a brief outline of the beginnings and development of advertising, its effects on people, whether it can change their consumption behaviour, its position in the modern world and the way new technology along with psychology can be used for its analysis. The second part gives insight in the practical research of effects of outdoor advertising on people. There is an approach of Eye Camera technology in praxis, preparation for research, problems solved in its course. Data obtained are both verbally and graphically interpreted.

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Souza, Daniel Bassi de Oliveira. "Outdoor: sem querer, você já leu - um estudo sobre a relação entre gênero e suporte." Pontifícia Universidade Católica de São Paulo, 2009. https://tede2.pucsp.br/handle/handle/14575.

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Made available in DSpace on 2016-04-28T19:34:38Z (GMT). No. of bitstreams: 1 Daniel Bassi de Oliveira Souza.pdf: 2341730 bytes, checksum: d5b1fb466b7b1c5f3ff8c42a39071a8e (MD5) Previous issue date: 2009-05-14
Coordenação de Aperfeiçoamento de Pessoal de Nível Superior
This thesis was developed in acording with north-american line in Genre Analisys and deals with the support s influence in the constitution of advertising messages for outdoor, intending verify if the outdoor advertisiment, in advertising discourse, can be considered as a advertising genre or of it is an advertisement adaptded for the support. The general objective of this thesis is to contribute to analitycal studies of genre in Brasil. The specific objectives are: 1) caracterize the advertising practice; 2) verify if there are difference between texts outdoor advertisiment and texts in news and magazines advertisiment; 3) verify, in the case of difference happens, which factors influence such distinctions; 4) verify if the differences are good enough to consider the outdoor advertisiment and news and magazines advertisiments as such different genres. Based on the assumption that the genres emerge as answers for some kind of exigence in communicative situation, the support while one of the elements of such situation cans influence the genre s textualization. In this way, we consider important verify if the inlfuence of the support named outdoor interfers in adverstisement s textualization. To realize this analisys, we used as mothodological apport Bhatia s (1993) model of rethoric movies and steps organization in sales promotional letters intending to verify which similarities and differeces exist among such model and the adverstiment news and maganize movies and steps organization and advertisiment outdoor movies and steps organization. Findings of the analysis indicated that
Esta dissertação se desenvolve segundo a Análise de Gêneros de vertente norte-americana e trata da influência do suporte na constituição de mensagens publicitárias veiculadas em outdoor, a fim de verificar se ele pode ser considerado um gênero do domínio discursivo publicitário ou se é um anúncio adaptado ao suporte. O objetivo geral é contribuir para o estudo analítico de gêneros textuais no Brasil. Os objetivos específicos são: 1) verificar se há diferença, no plano discursivo, entre os textos veiculados em outdoor e anúncios veiculados em jornais e revistas; 2) verificar, caso haja diferença, quais os fatores que influenciam essa distinção; 3) verificar se tais diferenças são suficientes para considerar o outdoor e o anúncio gêneros diferentes. Tendo por pressuposto que os gêneros emergem como respostas a determinadas exigências de uma situação de comunicação, o suporte pode influenciar na textualização do gênero. Nesse sentido, consideramos importante verificar se a influência do suporte outdoor interfere na textualização de um anúncio. Para realizar essa análise, utilizamos como aparato metodológico o modelo de gênero promocional proposto por Bhatia (1993), a fim de verificar as semelhanças e diferenças existentes entre esse modelo e o anúncio de jornal e revista e o outdoor. Os resultados obtidos indicam que: 1) existem diferenças estruturais, quantitativas e qualitativas entre o anúncio de jornal e revista e o outdoor; 2) essas diferenças estão baseadas nas condições de produção, que levam ao uso de estratégias discursivas diferentes para cada situação de comunicação; 3) cada anúncio recebe uma denominação diferente, dependendo do suporte em que está inserido, o que indica que cada um deles corresponde a um gênero de facto

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Davis, Catharina Helena. "The formation of a union for salespersonnel in South Africa / C.H. Davis." Thesis, North-West University, 2009. http://hdl.handle.net/10394/4779.

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A representative body such as a trade union, workplace forum or an organisation that specifically handles disputes that may arise from unilateral decisions that are taken by employers in the billboard industry that affect the salespeople could, go a long way to improve the working conditions of these people. There is, however, no such an organisation that exists currently to protect workers in this industry. This poses the question whether salespeople in the industry would want to see the formation of such a union and whether or not they would join such a union. Another question that needs to be answered is whether adhering to the culture of the organisation and respecting the values and ethical behaviour of the organisation would prevent managers from making unilateral labour related decisions that affect salespeople negatively and eliminate the need for the formation of a trade union. To achieve this objective, exploratory research methods were used to learn more about the problem identified. Through interviews (qualitative research) with salespeople and managers in the billboard industry the attitudes of these groups were tested regarding the above objective. Findings and recommendations were that: Salespeople in the outdoor advertising industry believe that there is a need for the formation of a trade union for sales people; therefore, the formation of such a union should be further explored and considered. Salespeople also believe that regardless of ethical behaviour by their employers there is still a need for a trade union that could assist them in getting benefits such as medical aid benefits and pension fund. Sales managers in the industry however, believe that there is no need for the formation of a trade union for salespeople as long as they behave in an ethical and fair manner toward their sales staff.
Thesis (M.B.A.)--North-West University, Vaal Triangle Campus, 2010.

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Ribeiro, Fernanda Isabel de Jesus Viana do Carmo. "O outdoor personalizado na cidade do Porto: uma análise face à sua localização." Master's thesis, [s.n.], 2009. http://hdl.handle.net/10284/1069.

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Dissertação de Mestrado apresentada à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Mestre em Ciências da Comunicação, com especialização Marketing e Publicidade.
Como é que o outdoor personalizado, enquanto potenciador da mensagem publicitária, de elevado grau de mutabilidade, de interacção com o meio envolvente, se relaciona com o espaço urbano? Defendemos o seguinte: o espaço urbano, oferecendo uma configuração singular, proporcionada pela relação estabelecida entre as vias e os elementos arquitectónicos, a par da presença de zonas de elevada afluência pedestre e rodoviária, enquanto canal privilegiado de mobilidade, revela locais distintos e atraentes para a inserção de mensagens publicitárias. Reconhecendo a importância estratégica de tais pontos, a publicidade exterior adopta fachadas, empenas e muros, tomando-os como estruturas de fixação de grandes lonas publicitárias. O elevado grau de adaptabilidade, característico deste suporte, conjuntamente, com desenvolvimento da impressão digital, e consequente crescimento da indústria de impressão digital em grande formato, permitiu a sua rápida generalização pelas cidades. Gavetos e outras zonas com exposição privilegiada, necessariamente, inscritas no campo de visão do observador, são dominados por publicidades de grande formato. Com o propósito de captar a atenção e fomentar o estabelecimento de uma relação prolongada com o observador, o outdoor personalizado insere-se na imagem da cidade criada por cada um de nós. Precisamente, assumindo uma posição de afirmação no espaço, estabelecendo ligações visuais entre os vários planos ou procurando um envolvimento comunicacional com o ambiente espacial, a presença desta singular forma de comunicação, torna-se assim, naturalmente, inserida na paisagem urbana, partilhando connosco os trajectos do nosso quotidiano. A localização assumida pelo outdoor personalizado na cidade é reveladora de elevada reflexão, dado o seu confronto, diário, com o observador. Entender o comportamento espacial do outdoor personalizado, em simultâneo, com a elaboração de uma plataforma capaz de proporcionar o desenvolvimento de análises multidisciplinares, foram os principais propósitos que nos moveram. How does the personalized outdoor, as a potential advertising message, with a high degree of mutability and interaction with the enclose environment, relates to the urban space? We support this: the urban space, offering a natural setting, provided by the established relationship between the streets and the architectural elements, along with the presence of high pedestrian and road influx areas, as privileged channel of mobility, reveal distinct and attractive places to insert advertising messages. Observing the strategic importance of these locations, outdoor advertising takes down walls, gable walls and walls as a structure to put large canvases advertising. The high degree of adaptability, characteristic of this support, along with development of digital printing, and the increase of the industry of large format digital printing, has enabled its rapid spread through the cities. Drawers and other privileged exposure areas, necessarily on observer campus vision are restrained by big advertisements. With the purposed of draw the attention and promote a long relationship with the observer, the personalized outdoor is in the city's image created by each one of us. Precisely, taking a strong position on space, providing visual links between the different plans or seeking a connection with the communication setting space, the presence of this particular form of communication, becomes, naturally, inserted into the urban landscape, sharing with us the daily lives journeys. The localization taken by personalized outdoor on the city is suggestive of the high weighting, offered their observer, daily, confrontation. Understanding the space behaviour of personalized outdoor, along with the establishing of an investigation platform capable of providing the development of multidisciplinary analysis, was the main purposes that move us to this discussion. Comme c'est que un panneau de publicité, que exploit une message publicitaire avec un haut degré de mutabilité, d'interaction avec l'environnement, se rapporte à l'espace urbain? Nous soutenons le suivant: l'espace urbain, en offrant une configuration singulière, fourni par la relation établie entre les pistes et les éléments architecturaux, avec la présence de zones de forte affluence des piétons et routière comme un canal privilégié de la mobilité, il rèvéle des lieux attrayants pour l'insertion de messages de publicité. En reconnaissant l'importance stratégique de ces points, la publicité extérieure utilize des façades, des parois et des murs, comme une structure de la fixation de grandes toiles publicitaires. Le degré élevé de capacité d'adaptation, caractéristique de cette aide, communément le développement de l'impression digital, et par conséquent la croissance de l'industrie de l'impression digital en grand format, a permis sa propagation rapide par les villes. Tiroirs et d'autres domaines privilégiés de l'exposition, forcément, sont entrés dans le champ de vision de l'observateur, sont dominés par de grandes annonces publicitaires. Dans le but de capter l'attention et de promouvoir la création d'une longue relation avec l'observateur, le panneau de publicité personnalisé s`insère dans l'image de la ville créé par chacun de nous. Précisément, en supposant une position d'affirmation dans l'espace, en fournissant des liaisons visuels entre les différents plans ou de rechercher un engagement de communication sur l'environnement spatial, la présence naturelle de cette forme de communication, dévient, il se rend ainsi naturellement insérée dans le paysage urbaine, de partager avec nous les voyages de notre vie quotidienne. La position prise par le panneau de publicité personnalisé dans les villes est indicative de la forte pondération de leur affrontement, tous les jours, avec l'observateur. Comprendre le comportement extérieur de l'espace de le panneau de publicité personnalisé, ainsi que le développement d'une plate-forme capable d'assurer le développement de analyses multidisciplinaires, ont été les principaux objectifs que nous nous sommes déplacés à cette discussion.

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Armand, Cécile. ""Placing the history of advertising" : une histoire spatiale de la publicité à Shanghai (1905-1949)." Thesis, Lyon, 2017. http://www.theses.fr/2017LYSEN024.

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Directement inspirée de P. Ethington et son projet de "situer le passé" (placing the past), cette thèse adopte une démarche spatiale pour « rematérialiser », « réincarner » et « repolitiser » l'histoire de la publicité à Shanghai (1905-1949), à la fois dans la presse locale (Shenbao, North China Daily News) et dans les rues de la ville. Refusant tout usage métaphorique de l'espace, cette thèse emprunte aux différentes « sciences de l'espace » pour tourner autour de l'objet publicitaire et l'appréhender dans ses multiples dimensions. Dans la première partie, la démographie et géopolitique sont convoquées pour prendre la mesure des populations et des territoires publicitaires (chapitres 1 et 2). La deuxième partie propose une sociologie des acteurs de la profession naissante (chapitre 3) et de la production/consommation (chapitre 4) afin de démonter la « fabrique » publicitaire. La troisième partie ouvre un observatoire de ses paysages et saisit les espaces publicitaires comme un « laboratoire » de la « modernité » à Shanghai (chapitres 5 et 6). La dernière partie s'efforce de remettre l'histoire spatiale en mouvement en retraçant les circulations et les rythmes publicitaires (chapitres 7 et 8). Au-delà, la démarche spatiale de cette thèse vise à « faire une place » à l'objet publicitaire dans l'historiographie. Nourrie de matériaux divers (presse, archives, photographies, croquis, cartes, statistiques), elle propose une alternative à l'histoire des représentations et apporte un autre éclairage sur l'histoire urbaine. Articulée à une plateforme ad hoc (MADSpace) (http://madspace.org/) qui en est le prolongement hypertextuel, cette thèse ouvre une réflexion sur les nouvelles manières de faire et d'écrire l'histoire à l'ère numérique
Directly inspired by Philip Ethington's proposal on "placing history", my dissertation offers a spatial approach to the history of advertising in modern Shanghai (1905-1949). Based on various materials (press, archives, photos, sketches, graphs, maps, trees), this spatial trend aims to shift the gaze from mainstream cultural approach (focused on representations visible on press advertisements) to a spatial and material approach of advertising, with a genuine concern for the physical aspects of advertisements. The first part (chapter 1 and 2) is devoted to mapping and measuring the populations and territories of advertising in Shanghai, both in the local press (Chinese newspaper Shenbao and British North-China Daily News), as well as within the city. The second part examines the actors who made and inhabited these spaces, namely the emerging advertising profession (chapter 3) and the actors involved in the production or consumption of advertised products (advertisers/manufacturing companies, brands/products, markets/consumers) (chapter 4). Chapter 5 is devoted to advertising “landscapes” - a term that I used as an operative concept to replace the overused, and often misused, notion of representation - in order to cover every dimension of advertisements (their physical environment at various scales, the copy surface, the discourses they carried). Chapter 6 offers to take advertising spaces as an ideal observatory for examining tensions, conflicts and other forms of relationships surrounding advertising, as well as a "laboratory" for inventing urban modernity – that is, new ways of conceiving and living the city in modern Shanghai. As spatial approaches are often blamed for “freezing” history, my dissertation eventually attempts to trace the circulations and rhythmic patterns between the printed and urban spaces, within and outside Shanghai (chapters 7 and 8). Beyond the "terrain", my dissertation strives to take advantage of the new resources available to historians in the digital age. The digital platform MADspace (http://madspace.org/), which has been especially designed as a digital companion to this PhD Projet, makes the assumption that the digital ecology offers unexpected opportunities for renewing research questions and methodologies in the field of (Chinese, urban) history

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Borba, Eduardo Zilles. "A transposição do físico para o virtual na publicidade exterior: proposta de um modelo." Doctoral thesis, [s.n.], 2013. http://hdl.handle.net/10284/4243.

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Tese apresentada à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Doutor em Ciências da Informação, especialidade em Comunicação Publicitária
Este estudo aborda os processos, caminhos e consequências da transposição do físico para o virtual no caso da publicidade exterior. Neste sentido, é uma pesquisa que incide nos aspectos teóricos e práticos das interfaces hipermediáticas, fundamentais para o fornecimento de conteúdos em redes tecnológicas da informação, bem como dos cartazes publicitários, especificamente o Outdoor “personalizado” – nomenclatura com a qual denominamos todo grande cartaz que é pensado, desenhado, produzido e afixado em espaços ímpares da arquitetura dos centros urbanos. Esse cruzamento de disciplinas ligadas a diferentes estados do corpo/espaço – o físico e o virtual – justifica-se na busca de um modelo digital adequado para a representação da experiência do indivíduo com a publicidade fora-de-portas, que seja capaz de expressar em ambiente comunicativo as propriedades fundamentais do Media na esfera urbana (sob a perspectiva do observador). Para tal, além de apresentar referências bibliográficas que condizem ao estado da arte na simulação do cartaz publicitário em ciber-urbanidades, é proposta uma análise investigativa adequada para a passagem do real ao virtual deste objeto publicitário. O exercício científico é guiado por uma metodologia descritiva e exploratória – de caráter transversal, que, obrigatoriamente, tem início no espaço real para findar-se no virtual – focada em compreender o quê (?) e como (?) o indivíduo percebe por comunicação com esta tipologia de publicidade exterior (em ambas realidades). Este caminho sistemático de descobertas sobre as diretrizes adequadas para virtualização da comunicação do Outdoor “personalizado” passa, assim, a priori, pela coleta de dados quantitativos e qualitativos acerca da experiência do observador com o cartaz em seu habitat natural, através de observações exploratórias com apoio de grelha avaliadora formatada para este trabalho (inputs), e, posteriori, pela interpretação e representação dos mesmos num palco artificial através de recursos de design, animação e programação digital (outputs). Porém, mais do que chegar a uma proposta de modelo para exploração da publicidade através do computador, a comparação dos resultados alcançados nas observações dos transeuntes (real) e dos utilizadores (virtual) permite refletir prós ou contras, vantagens ou desvantagens, continuações ou alterações nesta nova interação com o objeto publicitário. Em suma, o modelo interpretativo tem o objetivo de ser um instrumento on-line que torne mais completa, performativa, ágil e conectada a ação de profissionais, investigadores, agências/produtoras e demais interessados na relação entre publicidade e cidade.
This study focuses the processes, ways and consequences from the physical to the virtual transposition in the case of billboards advertising. In this sense, it is a research that center attentions to the theoretical and practical aspects of hypermedia interfaces, which are fundamental for providing contents in information technology networks, as well the billboards, specifically the “Personalized” Billboard – naming which we call every big poster that is thought out, designed, produced and posted on architecture odd spaces in urban centers. This intersection of subjects related to different states of body/space – the physical and the virtual – is justified when searching a digital model suitable to represents the individual’s experience with out-of-home advertising, which would be able to express in communicative environment the fundamental properties from the Media in urban sphere (from the observer perspective). To do so, besides presenting bibliographic references matching the state of art in billboard’s simulation into cyber-urbanities, it’s proposed a suitable investigative analysis for the transposition of reality to virtual from this advertising subject. The scientific exercises is led by a descriptive and exploratory methodology – of crosscutting which mandatorily begin in real space towards the virtual one – focused in understanding what (?) and how (?) someone perceives by communication with this kind of Outdoor advertising (in both space realities). This systematic way of discoveries about the appropriate guidelines for virtualization on “Personalized” Billboard communication goes, thus, a priori, by quantitative and qualitative data collecting of the observer experience with the poster in its natural habitat, through exploratory observations supported by an evaluating check list formatted to this study (inputs), and, posteriori, by their representation and interpretation on the artificial stage through design resources, animation and digital programming (outputs). However, more than getting to a proposed model to explore publicity/advertising through computer, the comparison of results achieved from the individual’s observations (real) and user’s observations (virtual) allows us to reflect pros and cons, advantages and disadvantages, proceedings or changes in this new interaction on the advertising subject. In short, the proposed model aims to be an online tool that becomes more complete, performative, agile and connected the actions of professionals, researches, agencies/producers and others who are interested in the relationship between advertising and city.
Cette étude porte sur les processus, les voies et les conséquences de la transposition du physique au virtuel dans le cas de la publicité extérieure. En ce sens, c’est une recherche qui se concentre sur les aspects théoriques et pratiques des interfaces hypermédiatiques fondamentaux pour la diffusion de contenus dans les réseaux de technologie de l'information, ainsi que les panneaux d'affichage publicitaires, en particulier l’Outdoor “personnalisé” - nomenclature avec laquelle on appelle chaque grande affiche qui est pensée, conçue, produite et enregistrée dans des espaces étranges de l’architecture des centres urbains. Ce croisement des disciplines liées à différents états de corps / espace – le physique et le virtuel - est justifié dans la recherche d'un modèle numérique approprié pour la représentation de l'expérience de l'individu avec la publicité hors-de-porte, pour être en mesure d'exprimer dans un environnement communicatif les propriétés fondamentales des médias dans la sphère urbaine (du point de vue de l'observateur). À cette fin, en plus de présenter des références bibliographiques qui correspondent à l'état de l'art dans la simulation d'affichage dans le cyber urbanités c’est est proposée une analyse d'enquête appropriée pour le passage du réel à l'objet virtuel de cet objet publicitaire. L'exercice scientifique est guidé par une méthodologie descriptive et exploratoire –de caractère transversal, qui commence nécessairement dans l'espace réel pour finir au virtuel – axé sur la compréhension quoi (?) et comment (?) l'individu perçoit une communication avec ce typologie de publicité extérieure (dans les deux cas). Ce chemin systématique des découvertes sur les directives appropriées pour la virtualisation de la communication du Outdoor “personnalisé” devient, ainsi, a priori, par la collecte de données quantitatives et qualitatives sur l'expérience de l'observateur à l'affiche dans son habitat naturel, grâce à des observations exploratoires au soutien d’une grille d’évaluation formatée pour ce travail (inputs), et, posteriori, pour l'interprétation et la représentation d'eux-mêmes sur scène artificielle au moyen de ressources de conception, d'animation et de programmation numérique (outputs). Pourtant, plus que d'obtenir une proposition d’un modèle pour l'exploration de la publicité à travers le ordinateur, la comparaison des résultats obtenus dans les commentaires de passants (réel) et les utilisateurs (virtuel) permet réfléchir le pour et le contre, les avantages et les inconvénients, suites ou des changements dans cette nouvelle interaction avec l'objet publicitaire. En bref, le modèle interprétatif a le but d’êtr un outil en ligne qui devient plus complète, performative, agile et connectée l'action des professionnels, des chercheurs, des agences/producteurs et des autres intéressés à la relation entre la publicité et la ville.

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DePriest, Alexander. "Bus Shelters as Shared Public and Private Entities; and Bus Shelter Advertising Contracts (BSACs), a Product and Source of Global Change: an Overview, History, and Comparison." ScholarWorks@UNO, 2014. http://scholarworks.uno.edu/td/1867.

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The transit shelter, the space where riders make the transition from open space to more controlled buses and trains, is in many cases the site of a public-private transaction. Here, government agencies contract private companies to build and maintain shelters in exchange for governmental allowance of advertising in these locations. This dual purpose—the shelter serves concurrently as protection for transit users and as a moneymaker—means the space is contested, with economic and social needs often at odds. Bus shelter advertising contracts (BSACs), increasingly operated by large corporations, have resulted in widespread networks of bus shelters; observing these renders processes of globalization—generally not visible at the street level—more legible. Drawing from case studies of Lyon, France, and Los Angeles and New Orleans, United States, this thesis describes successes and failures both in the implementation of bus shelter contracts and in the provision of public amenities via shelters.

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Nešporová, Kristýna. "Využití GreenGraffiti jako dalšího marketingového komunikačního nástroje firmy." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2012. http://www.nusl.cz/ntk/nusl-223745.

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Tato diplomová práce z oblasti marketingu zkoumá možnost využití alternativního reklamního média zvaného GreenGraffiti jako dalšího komunikačního nástroje. Protože je pro Českou republiku a tím i české klienty tento typ reklamního média nový, je důležité vysvětlit, co přesně GreenGraffiti je, odkud pochází a jak se objevilo v České republice. Tato diplomová práce bude také zkoumat, zda je GreenGraffiti vhodným reklamním médiem pro český trh ,a které problémy je třeba vyřešit před tím, než bude zařazen do komunikačního mixu společnosti. Tato práce je napsána na základě znalostí získaných během stáže ve Studio Tomato s.r.o., které vlastnilo licenci na GreenGraffiti pro Českou republiku a také na základě informací získaných od Jima Bowese, zakladatele GreenGraffiti Holding BV.

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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.
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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Rousset, Xavier. "La tarification dynamique, l'utile et le juste Seasonal factors and marketing mix: Literature survey and proposed guidelines An analytical framework for retailer price and advertising decisions for products with temperature-sensitive demand The impact of outdoor temperature on pricing and advertising policies for weather-sensitive products Tarification dynamique en ligne et éthicalité perçue par le consommateur : synthèse et voies de recherche Designing algorithmic dynamic pricing from an ethical perspective Are consumers vulnerable to algorithmic dynamic pricing? An empirical investigation." Thesis, Sorbonne Paris Cité, 2019. http://www.theses.fr/2019USPCB039.

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Cette thèse regroupe différents travaux de recherche sur la tarification dynamique. L'objectif de la thèse, située à l'interface des sciences économiques, des sciences de gestion et des sciences politiques, est double : d'une part, étudier les déterminants et les conditions d'utilisation de la tarification dynamique au niveau de la firme dans une perspective de maximation de ses profits et, d'autre part, de montrer comment, à un niveau collectif, la prise en compte des questions éthiques dans l'étude de la tarification dynamique permet de mieux en comprendre la portée. Nos contributions, à la fois théoriques et empiriques, sont présentées en deux parties. La partie 1, axée sur l'efficacité économique (point de vue de l'utile), regroupe des questionnements sur les considérations de maximation du bénéfice liées à la tarification dynamique. A partir de l'étude de produits dits météo-sensibles dans les canaux de distribution physique, nous présentons une revue de littérature qui introduit l'adaptation dynamique du prix à des facteurs influençant la demande et nous proposons un modèle théorique d'adaptation dynamique du prix dans le temps suivant la température. Nous complétons cette approche théorique, par une étude empirique qui approfondit comment la tarification, exercée de manière dynamique du point de vue de la firme en réaction à des facteurs extérieurs, lui permet de maximiser ses intérêts. La partie 2 regroupe des travaux sur les considérations éthiques liées à la tarification dynamique (point de vue du juste). En se focalisant sur les canaux de distribution en ligne, nous discutons, sur un plan théorique, les incidences possibles de la tarification dynamique sur la perception éthique par le consommateur, en mettant en évidence les éventuels risques d'injustice ou de vulnérabilité que cette stratégie de fixation du prix soulève. D'un point de vue empirique, nous approfondissons l'analyse des déterminants de la perception éthique de la tarification dynamique en ligne par le consommateur, notamment en fonction des conditions de son paramétrage, ainsi que les dimensions de vulnérabilité qui préoccupent les consommateurs. La conclusion de la thèse regroupe des pistes de recherche futures portant sur l'approfondissement de la mesure de l'éthique perçue, sur les potentialités de l'hybridation de la science économique avec l'éthique sur un sujet comme celui de la tarification dynamique et sur les considérations que nous avons entrevues sur le lien entre la tarification dynamique et la révélation de la valeur d'échange (point de vue du vrai)
This PhD thesis brings together different research projects on dynamic pricing. The objective of the thesis, located at the interface of economics, management sciences and political sciences, is twofold: first, to study the determinants and conditions of use of dynamic pricing at the level of firm in a perspective of maximizing its profits and, on the other hand, to show how, at a collective level, the consideration of ethical issues in the study of dynamic pricing allows a better understanding of its scope. Our contributions, both theoretical and empirical, are presented in two parts. Part 1 focuses on economic efficiency (point of view of the useful), and asks questions about the maximization of profit considerations related to dynamic pricing. From the study of so-called weather-sensitive products in the physical distribution channels, we present a literature review that introduces the dynamic adaptation of the price to factors influencing the demand and we propose a theoretical model of dynamic adaptation of the price in time following the temperature. We complete this theoretical approach with an empirical study that examines how pricing, exercised dynamically from the firm's point of view in response to external factors, allows it to maximize its interests. Part 2 brings together work on ethical considerations related to dynamic pricing (the point of view of the right). Focusing on online distribution channels, we discuss, on a theoretical level, the potential impact of dynamic pricing on consumers' ethical perception, highlighting potential risks of unfairness or vulnerability that price fixing raises. From an empirical point of view, we thoroughly analyse the determinants of the ethical perception of online dynamic pricing by the consumer, in particular according to the conditions of its setting, as well as the dimensions of vulnerability that concern consumers.The conclusion of the thesis brings together future lines of research on the deepening of the measurement of perceived ethics, on the potentialities of the hybridization of economic science with ethics on a subject such as dynamic pricing and on the considerations we have seen on the link between dynamic pricing and the revelation of exchange value (point of view of the true)

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Chiwara, Tsungai Brenda. "The impact of billboards on HIV and AIDS awareness in Zimbabwe." Thesis, Stellenbosch : Stellenbosch University, 2012. http://hdl.handle.net/10019.1/20103.

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Thesis (MPhil)--Stellenbosch University, 2012.
ENGLISH ABSTRACT: The study was carried out for the purpose of establishing how young working adults perceive the effect of billboards on HIV and AIDS awareness in Zimbabwe. The study sample was taken from the Directorate of Pharmacy Services, a department within the Ministry of Health and Child Welfare of Zimbabwe, located in the capital city of Harare. A representative number of women (40%) out of the 15 participants were interviewed as certain responses were required based on a participants gender. In-depth interviews were carried, the sections covered positioning and appearance of billboards, billboard content and general aspects. 47% of the participants regarded the billboards as well located, 40% felt that there are adequate numbers of billboards, 47% perceived them as attractive and not needing any improvements while 67% described them as well laid out. The language used on them was said to be fine by 73%, and gender-sensitive by only 33% (of which the majority were men). All the women felt that the billboard contents are sensitising the public to HIV and AIDS as well as most of the men (67% participants in total). However all the participants see billboards as not the best method to bring about HIV and AIDS awareness, but would want a multi-media approach so that they compliment other methods. Billboard usage for HIV and AIDS awareness is making a significant impact but there is room for improvement, and many recommendations were derived from this study.
AFRIKAANSE OPSOMMING: Die studie is onderneem met die doel om te bepaal hoe jong werkende volwassenes die effek van advertensieborde rakende MIV en VIGS-bewustheid in Zimbabwe ondervind. Die studie is onderneem in die Direktoraat vir Apterkersdienste, 'n afdeling binne die Ministerie van Gesondheid en Kinderwelsyn van Zimbabwe, wat in die hoofstad, Harare, geleë is. Daar is onderhoude gevoer met ‘n verteenwoordigende aantal vroue (40%) vanuit die 15 deelnemers, aangesien sekere response benodig was op grond van geslag. In-diepte onderhoude is gevoer en die afdelings het die volgende gedek: posisionering en die voorkoms van advertensieborde, inhoud van advertensieborde sowel as algemene aspekte daar rondom. 47% van die deelnemers het gevoel dat die advertensieborde goed geleë is, 40% het gevoel dat daar voldoende getalle advertensieborde is, 47% het gevoel dat die borde aantreklik is en nie verbeteringe benodig nie, terwyl 67% voel dat hul goed uitgelê is. 73% van die deelnemers het gevoel dat die taal wat op die borde gebruik word goed is. Slegs 33% het gevoel dat die borde geslagsensitief is (waarvan die meerderheid mans was). Al die vroue het gevoel dat die inhoud van die reklameborde die publiek sensitiseer tot MIV en VIGS, so ook meeste van die mans (67%). Al die deelnemers voel dat advertensieborde nie die beste metode is om MIV en VIGS-bewustheid te bring nie, maar stel ‘n multi-media benadering voor om ander metodes te komplimenteer. Die gebruik van advertensieborde het ‘n beduidende impak op MIV en VIGS-bewustheid, maar daar is ruimte vir verbetering en baie aanbevelings is afgelei uit hierdie studie.

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Tivane, Fernando Felix. "BCI é daqui ou está aqui? : uma etnografia da recepção da publicidade do Banco Comercial e de Investimentos (BCI) veiculada nas televisões, rádios e nos outdoors em Moçambique." reponame:Biblioteca Digital de Teses e Dissertações da UFRGS, 2015. http://hdl.handle.net/10183/117543.

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A presente pesquisa é uma etnografia da recepção da publicidade do Banco Comercial e de Investimentos (BCI) exibida em espaços comerciais de televisão, rádio e outdoors em Moçambique a partir do ponto de vista dos clientes do banco. O estudo foi realizado na Cidade de Maputo, capital de Moçambique. Os seus resultados sugerem que a nova estratégia comunicacional do BCI apropria-se de “cultura local” (signos e elementos simbólicos tidos como moçambicanos) para se reposicionar no mercado bancário local. Como corolário de “apropriação” de elementos identitarios “locais”, na imaginação e nos discursos dos interlocutores da pesquisa, o BCI é entendido como um banco privado moçambicano, um banco “daqui”, um banco que respeita a “cultura moçambicana”. Os resultados da pesquisa revelam, também, que a localidade presente nos anúncios do BCI, para os clientes do banco, figura como um pretexto para a reinvenção da nação moçambicana numa época em que o país é desafiado pelo capitalismo neoliberal cada vez mais mundializado.
This research is ethnography of bank customers’ perception of advertisement of the Commercial and Investment Bank (BCI) displayed in commercial spaces of television, radio and billboards in Mozambique. The study was conducted in Maputo, capital of Mozambique. Their results suggest that the new communication strategy of the BCI appropriates “local culture” (signs and symbolic elements taken as typically Mozambican) to reposition itself in the local banking market. As a corollary of this assimilation of elements of “local” identity in the imagination and in the discourses of the bank customers, BCI is understood by them as a Mozambican private bank, a bank “from here” (“um banco daqui”), and a bank with respects towards “Mozambican culture”. The survey concludes that for the bank customers the locality present in BCI advertisements figures as an argument for the reinvention of the Mozambican nation at a time when the increasingly globalizing country is challenged by neoliberal capitalism.

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Molina, Jennifer. "Public spaces or private places? : outdoor advertising and the commercialisation of public space in Christchurch, New Zealand : a thesis submitted in partial fulfilment of the requirements for the degree of Master of Arts in Mass Communication in the University of Canterbury /." 2006. http://library.canterbury.ac.nz/etd/adt-NZCU20070215.152400.

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Kalideen, Savera. "Outdoor alcohol advertising in Johannesburg residential areas." Thesis, 2018. https://hdl.handle.net/10539/29102.

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A research report submitted to the School of Public Health, Faculty of Health Sciences, University of Witwatersrand in partial fulfilment of the requirements for the degree of Master of Public Health, 2018
Introduction Alcohol use is associated with many health-related and social problems, such as injuries and violence, as well as increased risk of HIV infection. Alcohol consumption among South African youth aged 15 to 24 years is high. One driver of increased consumption among young people is alcohol advertising. The WHO Global Strategy on Alcohol (2010) recommends evidence-based best-practice interventions to reduce alcohol-related harm. The Global Strategy calls for a regulation in the content and volume of marketing and restricting or banning promotions in connection with activities such as festivals or competitions that target young people, and the regulation of media-based direct and indirect marketing. There is very little published information on the extent and characteristics of outdoor alcohol advertising in South Africa. This study aimed to describe the number, location, characteristics and content of outdoor alcohol advertising and branding found in central Johannesburg and to compare the characteristics and content of adverts in lower and higher socioeconomic status areas. Methodology A cross-sectional study was conducted to identify and analyse all outdoor alcohol advertisements in a five-kilometre radius in central Johannesburg in 2014. Photographs of each alcohol advertisement were taken and the Global Positioning System (GPS) location, type and other characteristics were recorded on a coding sheet. The content of the advertisements based on the photographs was captured using a content coding sheet and linked to the GPS coordinates. Using income information from the City of Johannesburg in 2013, lower and higher economic status areas were defined. Descriptive analysis of the content and characteristics of the outdoor advertisements was conducted. The characteristics and content of advertisements in the higher and lower socioeconomic status areas were compared. Results There were 346 alcohol advertisements identified in this study. The most commonly advertised alcohol was for beer (71.1%) followed by cider (12%) and whiskey (5.6%). About 4.1 % of the adverts were for liqueurs and 2% were for cognac. Vodka and champagne made up less than 2% each of the adverts. Most of the alcohol advertisements and branding (66.8%) were found in the lower socioeconomic status areas of Hillbrow and Berea with just over one-third of all alcohol advertisements (33%) found in all other areas of the study area in Johannesburg. Nearly half of the alcohol adverts were posters (41.0%) followed by adverts painted on blackboards (19.7%). Most alcohol advertisements were located outside bars, taverns and liquor vendors (75.4%). Full advertisements which showed the product and a message about the product as well as a picture of other things such as cars, people and scenery made up 65.3% of all advertisements. Advertising in lower socioeconomic status areas were characterised by displaying the price of the alcohol and were sometimes hand-painted rather than being professionally made. Conclusion The study found differences in the number, characteristics and content of outdoor alcohol advertisements in central Johannesburg, South Africa. There were more advertisements in the lower socioeconomic status areas than in the higher socioeconomic suburbs. There are no restrictions on outdoor alcohol advertising in South Africa, which has led to the proliferation of outdoor alcohol advertising There is a need for a policy on alcohol advertising, which also includes regulation and monitoring of all alcohol advertisements, including outdoor alcohol advertising . More research is also required to show the impact of alcohol advertising on consumption in South Africa as most of the available evidence on this association is from outside the country. A convention similar to the Framework Convention on Tobacco Control is required as there is currently no global mechanism to regulate and govern alcohol advertising and marketing.
MN2020

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CHAO, WEN-CHIN, and 趙文欽. "A Study of Taiwan Outdoor 3D Commercial Advertising." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/08017695720370867771.

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碩士
國立高雄師範大學
視覺設計學系
104
This paper aims at the research of outdoor advertisements we usually see in Taiwan. Apart from letting people to gain basic understanding of the history and story of 3D advertisement, their designing way and application form, this paper can also help us to sense the current situation in advertisement development and its future trend in Taiwan. The diverse forming of media is its own power, and is believed to has strong persuasiveness. When combining the elements of outdoor advertisement and 3D advertisement together, we can use some creative and humorous ways to present visual characteristics. The history of outdoor 3D advertisement can be traced back to ancient times, in that generation, shoppers used some ways to hang their objects and goods in the air, tried to attract customers; and during the Japanese colonial period in Taiwan, the advertising tower, costume and huge outdoor 3D advertisements also started to appear and became popular that time. But the diversification of electronic media, its definition and applied field have been changed a lot, very different from the way people used in ancient times. As economy changes, it is obvious that to solve human’s living problems during life should be our main concept of design nowadays. Those 3D advertisements in Taiwan have used symbols of vision sense and acoustic-optical image to impress customers, having the ability to do self-promotion. By using mascot, character suit and modeling balloon to advertise and activate their business’s marketing activities, successfully become eye catchers that gain a lot of customer’s attention. For example, in Taiwan, plenty of department stores have strongly influenced by Japanese culture, through window display, it become a special selling way, also represent their company’s culture. This paper’s purpose is to probe into the recent situation and problems of outdoor 3D advertisements in Taiwan. Because of imitating foreign cultures, it magnifies the importance of Taiwanese own culture, and the restriction of using applications standardization that cause to Taiwanese designer’s creativity. To probe the development of advertising from professional and technical aspect, we can get more understanding of the difficult situation of cultivation of talent in Taiwan. This research proposal is hoping to keep records for the progress of the development of outdoor 3D advertisement; on the other hand, to let people who work in the related designing area gain more professional knowledge, so they can understand it is an indispensable part of design history. Hope through having complete understanding and display of creative design, there can be more and more people with breadth of vision and insight to participate and join our research progress.

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Velcich, Peter Gerard. "Towards a national code of practice for outdoor advertising." Diss., 2000. http://hdl.handle.net/2263/29108.

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Heieh, Pei-Chi, and 謝佩錡. "Effects of driving visual task on LED outdoor advertising signs." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/32441627619995712580.

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碩士
國立臺灣科技大學
色彩與照明科技研究所
103
Following on the product diversification of LED advertising lighting, it becomes complex in terms of the influences of human eyes perception and sensation, and even direct affects the response of human psychology. Therefore, my research is mainly focused on the effects of driving visual task on LED outdoor advertising signs. We use the psychophysical experiments to simulate different video of LED billboard and other LED advertising lighting to figure out the impact on whether having driving visual task or not. The analyzed result shows that to those subjects with driving behaviors, major elements like LED’s light source luminance and video types have significant influence when it comes to the level of glare discomfort. As for flicking nuisance, main elements like LED’s light source luminance and video types have notable impact and have interaction. Besides, LED’s light source luminance also has obvious effect on the reaction time of driving visual task. 　　Whether glare or flicker evaluation, the discomfort perception with driving visual task is only a little bit serious than without driving visual task. Furthermore, there is an interaction between flicking nuisanceof LED Light source luminance, video types and driving visual task. When it comes to driving visual task, the reaction time of LED’s light source luminance shows a significant influence. No matter if there is whether having driving visual task, LED’s light source luminance is the major factor causing glare and flicking. However, with driving behaviors, the discomfort of glare and flicking are both higher than without driving behaviors. What’s more, with regard to different types of LED advertising lighting, the “eight trigrams” is most uncomfortable type. 　　This study can provide people some suggestions while setting advertising lighting. . Also, it can be reference for public sector while dealing with light pollution in the future and further educating the public and related industry.

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Chen, Yu-Ching, and 陳育慶. "The Outdoor Campaign Advertising in 2014 Elections for Kaohsiung City Councilors：An Exploratory Study." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/77582768444327983652.

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碩士
國立中山大學
政治學研究所
103
Outdoor campaign advertising is ubiquitous in local city council elections in Taiwan. This thesis is a study of this particular form of campaign advertising – its nature, its characteristics, its use, and the strategies involved. In observing the use of campaign billboards and campaign banners, this thesis finds that the intensity of the electoral competition affects the frequency of changes in the campaign ads as well as the presence and appearance of campaign ads during the different stages of the campaign. Additional, in analyzing the strategies in the use of campaign billboards and banners, this thesis finds that unique feature of the SNTV electoral system used in the local elections, regional characteristics and variation, and when the voter’s made up his/her mind are key to understanding the variation in the contents of the campaign billboards and banners.

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Dong, Jia-Yong, and 董佳永. "A Study on Consumer Attitudes toward Outdoor Advertising-Using Digital Signage as an example." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/4q4z44.

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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
國立臺灣師範大學
美術學系
102
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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Falk, Alison Anne, and 費艾絲. "Taiwanese Millennials' Perception of Green Advertising In The Context of Outdoor Apparel In Taipei." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/15257257175601114236.

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碩士
輔仁大學
品牌與時尚經營管理碩士學位學程
104
Due to different backgrounds everyone interprets an advertisement from different perspectives, making it difficult to provide a universal method to advertise environmental information and educate mass markets. Nevertheless, the large growth of ecologically conscious consumers has erected a trend in the market now known as environmental consumerism. This trend of conscious consumerism is the most apparent among the millennial generation. Outdoor brands, in particular, often evoke nature in their advertising with images of natural landscapes and sounds of chirping birds. Being that outdoor apparel companies create clothing to be worn in natural environments, they are considered to be green by default according to consumer research. However green products often fail to follow up their claims. As the impact of climate change and air pollution continue to become more evident, consumers become more aware of their purchasing behavior - exhibiting prudence when making choices between brands that claim to be green and betrayal towards those who make false claims in exchange for higher profits. As consumer awareness regarding environmental crisis increases, window-dressing non-green products could have major impacts on consumer-brand relationship in the long run if consumers happen to discover that the brand they thought they could trust is polluting the very earth on which they and their family reside. This research aimed to understand whether or not knowledge of environmental issues influences eco-friendly consumption in Taiwan and if there is a relationship amongst brand, environmental issue, and type of claim being utilized in a green advertisement that influences the reaction of Taiwanese millennial consumers living in Taipei. The results displayed little to no significance between Taiwanese knowledge of environmental issues and their consumption behavior, and very small influential relationships between an advertisement’s brand, utilized environmental issue, claim and its influence on Taiwanese millennials’ reaction towards the ad.

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TSAI, HSUN-YA, and 蔡巽亞. "A Study of Emotional Impact of Visual Complexity on Outdoor Campaign Advertising in Taiwan." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/2e8tgw.

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碩士
國立臺北科技大學
工業設計系創新設計碩士班
107
This study first compiled the relevant trends in design elements by collecting 2018 campaign advertisements. Then, the positive and negative emotion survey of subjective psychology and the analysis of objective physiological eye movement behavior data have been carried out. Based on this, after the questionnaire on positive and negative emotions by the emotional scale, the author has found that the subjects have higher positive emotions for the campaign cases with lower visual complexity. Moreover, subjects have higher negative emotions in cases with higher visual complexity. In the second stage, the author has used the eye tracking instrument to record the eye movement behavior of the subject's gaze time, saccade amplitude, etc. when viewing different visual complexity samples. The author found that under the limit of five seconds of viewing time, there was no significant difference in the gaze time produced by the subjects. However, the data has indicated that the subject's sniffer amplitude for low visual complexity is greater than that of high visual complexity, with significant differences. However, campaign strategies and copywriting planning are also important reasons for influencing campaign promotion. However, under the visual complexity of the voters' first impression of the candidate's first impression, political marketing personnel should carefully consider how the advertising should be adjusted to the maximum benefit of the environment and objects. Furthermore, it achieves the effect of positive impression of the voters.

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Gandy, Ryan Scott. "A Comparative study of evaluation systems to implement SAMOAC in Pretoria." Diss., 2002. http://hdl.handle.net/2263/30421.

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Jordaan, Pieter Francois. "A rationale for the effective management of outdoor information transfer." Thesis, 2002. http://hdl.handle.net/2263/26455.

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This study has a dual purpose. Firstly, it is aimed at determining the need for the effective management of outdoor information transfer as an important resource in the aesthetic environment. Effective management is seen as an optimisation of the benefits of outdoor information transfer, as well as a minimisation of its negative impacts. Secondly, this study was aimed at providing user-friendly guidelines to achieve this. The South African Manual for Outdoor Advertising Control (SAMOAC) was developed in 1998 as a national guideline document to provide detailed conditions for the management and control of outdoor advertisements and signs. This manual recognises the differences in local needs and circumstances and suggests that controlling authorities should adapt the prescribed conditions in this regard. Up till now this document has not been implemented successfully by the relevant controlling authorities. Outdoor advertisements of all sizes are increasing at an alarming rate in South Africa to the detriment of the perceptual environment and tourism resources. One of the most obvious reasons for this is the lack of motivation amongst the controlling authorities together with the persistency of the outdoor advertising industry. This study provides the necessary motivation for involving controlling authorities, the outdoor advertising industry and the public in the meaningful and sustainable management of outdoor information transfer. It looks at the benefits and impact of outdoor information transfer in a holistic manner by taking the variety and interrelationship of such impacts and benefits into consideration. Most previous studies have only concentrated on a single aspect of outdoor information transfer namely the correlation between billboards and road accidents. A key finding of this study is that the effective management of outdoor information transfer is unnegotiable. A laissez faire approach by controlling authorities and self-control by the outdoor advertising industry will lead to visual chaos. A balanced and responsible approach should be followed in managing outdoor information transfer. Outdoor advertising should never be aimed at utilising and maximising every available advertising opportunity and implementing whatever is technologically achievable at the cost of the perceptual environment. The effective management of outdoor information transfer is in the interest of both the perceptual environment and the outdoor advertising industry. It has been found that sense of place and placeness play an important role with regard to the impacts and benefits of outdoor information transfer. The lack of sufficient environmental ethics in Western society has been identified as an underlying problem. A non-pragmatic environmental world-view has therefore been provided based on Christian axioms to serve as a basis for environmental management including perceptual resource management and the management of outdoor information transfer. In order to actualise the need for the effective management of outdoor information transfer general principles and user-friendly guidelines are provided that will be universally applicable. It will make the management of outdoor information transfer less subjective and will serve as a basis for legislative and control measures. These principles and guidelines are flexible enough to accommodate a variation in local conditions, lifestyles and aspirations. It can therefore serve as an instrument to adapt SAMOAC to suit local circumstances and needs. The recommendations provided in this study are aimed at creating an appreciation for the perceptual environment as well as the role and aesthetic contribution of outdoor advertisements and signs. It is also aimed at involving the public, controlling authorities and the outdoor advertising industry in the sustainable management of outdoor information transfer as an important part of the perceptual environment.
Thesis (PhD (Regional Planning))--University of Pretoria, 2006.
Town and Regional Planning
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Kraemer, Heike [Verfasser]. "Between socialism and commerce : outdoor advertising in the People's Republic of China 1996 - 1999 / vorgelegt von Heike Kraemer." 2008. http://d-nb.info/98757714X/34.

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Лаковський, Костянтин Сергійович. "Реклама в умовах диджиталізації: українські реалії." Магістерська робота, 2020. https://dspace.znu.edu.ua/jspui/handle/12345/4227.

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Лаковський К. С. Реклама в умовах диджиталізації: українські реалії : кваліфікаційна робота магістра спеціальності 061 "Журналістика" / наук. керівник В. В. Березенко. Запоріжжя : ЗНУ, 2020. 106 с.
UA : Магістерська робота «Реклама в умовах діджиталізації: українські реалії» – основний текст – 106 сторінок. Для виконання дипломної роботи опрацьовано 105 джерел. Об’єктом дослідження є діджитал-реклама в українському медійному просторі. Предметом дослідження є здійснена за допомогою діджитал-інструментарію реклама бренду «Ашан», таргетована і контекстна реклама для музичного фестивалю «Схід-Рок», реклама в соціальних мережах бренду комп’ютерної техніки Expert PC Yelloy Clutch, рекламна кампанія бренду Ahmad Tea Ukraine «Обійми близьких – поділись теплом», діджитал-реклама інтернет-магазину Kondishop, досвід запровадження новітніх технологій рекламування компанією «Arricano». Мета дослідження: з’ясувати особливості функціонування діджитал-реклами в медійному просторі України, визначити її найбільш поширені види та специфічні риси. Методи дослідження: для з’ясування особливостей функціонування діджитал-реклами в медійному просторі України та визначення її найбільш поширених видів та специфічних рис було використано такі методи: аналіз, описовий метод, контент-аналіз, метод класифікації та узагальнення. Для реалізації поставленої мети необхідно виконати такі завдання: 1) розглянути особливості реклами в епоху діджиталізації; 2) опрацювати визначення реклами, релевантні для обраного предмету дослідження; 3) визначити специфіку реклами в системі інтернет; 4) дослідити визначення діджитал-реклами; 5) класифікувати види діджитал-реклами в системі інтернет; 6) проаналізувати процеси діджиталізації зовнішньої реклами в Україні. Методологічну і теоретичну основу дослідження складають праці вітчизняних і зарубіжних дослідників. Так, розгляду проблем трансформації соціальних комунікацій в умовах цифрової економіки присвячені роботи Д. Баюри, К. Вертайм, А. Гуренко, О. Гашутіної, А. Длигача, Т. Лазоренко; дослідженню особливостей ринку рекламних послуг в Україні – праці А. Вітренко, Н. Бутенко, З. Кузнєцової, М. Лазебника, О. Мельниковича, І. Пойнти, Т. Примак, Л. Шульгіної; вивченню шляхів підвищення ефективності функціонування інтернет-реклами в Україні – розвідки Р. Бондарчука, С. Белей, М. Голованової, П. Кедіса, Л. Косухіної, В. Федоричак; визначення реклами та її класифікація представлені в роботах Ф. Джефкінса, Ф. Котлера, В. Божкової, М. Прокопенко, Т. Звягінцевої, Т. Лук’янець, Ю. Миронова, Р. Крамар, Б. Обритько, Н. Попової, Є. Ромата; дослідження специфічних рис діджитал-реклами знайшли відображення у публікаціях В. Демаєвої, С. Дороша, В. Кликова, А. Крепка, Л. Крестьянполь, К. Матвєєва, О. Невельчуг, А. Нестеренко, В. Пулі, А. Соболевського, О. Сологуба, Л. Капінуса, Є. Тришина, Ю. Урсакій, І. Фанти. Наукова новизна одержаних результатів полягає в тому, що дана робота допоможе скласти уявлення про розвиток діджиталізації в рекламній сфері, зробити підтвердження фактів використання різних видів дідждитал-реклами в практиці позиціонування українських компаній та брендів, а також підтвердити факт ефективності використання цифрових форматів реклами в практиці налагодження комунікацій з цільовими аудиторія. Сфера застосування: матеріали проведеного дослідження можуть бути застосовані у професійній діяльності фахівців з реклами. Ця робота може стати у нагоді організаціям, які надають рекламні послуги, а також може бути використана під час вивчення у вишах курсів з основ рекламування в сфері діджитал та видів діджитал-реклами.
EN : Lakovsky K.S. Advertising in Condition of Digitalization: Ukrainian Reality. Zaporіzhzhia .2020. 106 p. In the realities of the rapid development of innovative technologies in all spheres of human existence, it becomes impossible to stand aside from technological progress. The spread of digitalization in the field of social communications has significantly affected their content and form. The communication environment is increasingly focused on personalized types of communication, clear segmentation of target groups and interactivity in the process of information exchange. This process is actively gaining momentum in advertising communications. The purpose of the study: to find out the features of the functioning of digital advertising in the media space of Ukraine, to identify its most common types and specific features. The following methods are used in the work: analysis, descriptive method, content analysis, classification and generalization method. We have achieved the following results: considered the features of advertising in the digital age; identified the specifics of advertising on the Internet; investigated the definition of digital advertising; classified types of digital advertising on the Internet; analyzed the processes of digitalization of outdoor advertising in Ukraine. The main advantage of digital advertising, which is used by brands for advertising in the media space of Ukraine, is the high degree of its focus, up to each user; if almost all other means of advertising are targeted at the masses, the Internet allows you to show advertising to a clearly defined group of people. Thus, it is digital advertising that allows us to optimally take into account these trends in consumer behavior. Thus, Internet advertising as a marketing tool has optimistic prospects for development in Ukraine, due to the above-described numerical advantages, primarily high marketing efficiency.

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Полюхович, Артем Федорович. "Рекламні стратегії позиціонування регіонального ресторанного бізнесу в умовах пандемії." Магістерська робота, 2020. https://dspace.znu.edu.ua/jspui/handle/12345/4275.

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Abstract:

Полюхович А. Ф. Рекламні стратегії позиціонування регіонального ресторанного бізнесу в умовах пандемії : кваліфікаційна робота магістра спеціальності 061 "Журналістика" / наук. керівник Т. О. Іванець. Запоріжжя : ЗНУ, 2020. 82 с.
UA : Магістерська робота «Рекламні стратегії позиціонування регіонального ресторанного бізнесу в умовах пандемії» – основний текст – 82 сторінки. Для виконання дипломної роботи опрацьовано 93 джерела. Об’єктом дослідження є рекламна комунікація регіонального ресторанного бізнесу України в умовах пандемії COVID-19. Предметом дослідження є cтратегії позиціонування різних ресторанних закладів під час кризової ситуації Мета дослідження: з’ясувати особливості рекламної комунікації рекламного бізнесу, зокрема виявити стратегії позиціонування й антикризової комунікації регіональних закладів під час пандемії. Для реалізації поставленої мети необхідно виконати такі завдання: 1) розглянути особливості рекламних стратегій позиціонування в науковому дискурсі, 2) проаналізувати інноваційні рекламні технології під час формування бренду підприємств ресторанного бізнесу на регіональному ринку, 3) дослідити світовий досвід антикризових маркетингових і рекламних стратегій ресторанної галузі, 4) визначити специфіку рекламної комунікації рекламного бізнесу в системі регіональних ресторанних закладів під час пандемії; 5) вивчити проблеми і виклики комунікації регіонального ресторанного бізнесу в умовах пандемії. Методологічну і теоретичну основу дослідження складають праці вітчизняних і зарубіжних дослідників. Економічним проблемам розвитку підприємств ресторанного бізнесу присвятили наукові розробки В.М. Зайцева, А.В. Віндюк, С.М. Журавльова, Т.С. Кукліна, Б.А. Анікін, А.П. Тряпухін, В.І. Біляєвський, A.M. Гаджинський, А.Г. Кальченко. Також використано класичні розвідки авторів, що займалися проблемами ринкового позиціонування на споживчому ринку, зокрема таких як Р. Барта, А. Годіна, А. Гофмана, Ф. Котлера, В. Музиканта, Т. Примак, Р. Рівза, Є. Ромата, Дж. Траута та інших. У роботі було використано такі загальнонаукові методи дослідження, як аналіз та синтез наукових джерел, спостереження, порівняння, узагальнення. Наукова новизна одержаних результатів полягає в тому, що дана робота репрезентує актуальну проблему рекламної комунікації в умовах пандемії , що є зовсім недослідженою зважаючи на те, що криза досі триває. Заклади регіонального ресторанного бізнесу не були готові до таких потрясінь, тому рекламістам і маркетологам дуже потрібно вивчити ситуацію і надати поради щодо антикризової діяльності. Сфера застосування: матеріали проведеного дослідження можуть бути застосовані у професійній діяльності фахівців з реклами. Ця робота може стати у нагоді організаціям, які надають рекламні послуги, а також може бути використана під час вивчення у вишах курсів з основ побудови антикризової бренд-комунікативної стратегії в ресторанному бізнесі і загалом.
EN : Polukhovich A. Advertising Strategies of Positioning of Regional Restaurant Business in Pandemic Conditions.2020. 82 p. The object of the study is the advertising communication of the regional restaurant business of Ukraine in a pandemic Covid 19. The subject of the research is the positioning strategies of various restaurants during a crisis situation The purpose of the study: to find out the features of advertising communication of the advertising business, in particular to identify strategies for positioning and anti-crisis communication of regional institutions during a pandemic. To achieve this goal it is necessary to perform the following tasks: 1) consider the features of advertising strategies for positioning in scientific discourse, 2) to analyze innovative advertising technologies during the formation of the brand of restaurant business enterprises in the regional market, 3) to explore the world experience of anti-crisis marketing and advertising strategies of the restaurant industry, 4) determine the specifics of advertising communication of the advertising business in the system of regional restaurants during the pandemic; 5) to study the problems and challenges of communication of the regional restaurant business in a pandemic. Such general scientific research methods as analysis and synthesis of scientific sources, observation, comparison, generalization were used in the work. The scientific novelty of the obtained results is that this work represents the current problem of advertising communication in a pandemic, which is completely unexplored given that the crisis is still ongoing. Regional restaurants were not ready for such shocks, so advertisers and marketers need to study the situation and provide advice on anti-crisis activities. Scope: the materials of the study can be used in the professional activities of advertising professionals. This work can be useful for organizations that provide advertising services, and can also be used in higher education courses on the basics of building anti-crisis brand communication strategy in the restaurant business and in general.

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