Journal articles: 'Outdoor Advertising'

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Lowery, Bryce. "Outdoor Advertising." Interdisciplinary Journal of Signage and Wayfinding 3, no. 2 (July 23, 2019): 21–28. http://dx.doi.org/10.15763/issn.2470-9670.2019.v3.i2.a47.

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Outdoor advertising has a long history of serving as a landmark of the experience economy. In the United States early signage often featured traveling shows and circuses. As the automobile changed lifestyle trends, billboards followed the new roading experience. Today, outdoor advertising is increasingly seen as a part of experiencing cities, clustered in entertainment districts. Through spatial reorganization, integration into the built environment, and the development of increasingly engaged technologies, outdoor advertising is adapting to the new experiences of urban life. Signage is being used in new ways to enhance the quality of life in places that are commonly associated with consuming goods and services. As a landmark of the experience economy, signage orients individuals to these locations by drawing attention to opportunities to eat, drink, and have fun.

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Vinnik, Alina Evgenievna, and Boris Aleksandrovich Tkhorikov. "Analysis, prospects and problems of autdoor advertising market development." Vestnik of Astrakhan State Technical University. Series: Economics 2020, no. 3 (September 30, 2020): 94–100. http://dx.doi.org/10.24143/2073-5537-2020-3-94-100.

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The article focuses on the problems of the rapidly developing segment of the advertising line - outdoor advertising. The results of studying the dynamics and structure of the outdoor advertising market allowed to consider this segment promising, since outdoor advertising is the only media channel, in which sales have steadily increased over the past ten years. It has been stated that outdoor advertising irritates a relatively small number of respondents (14%); for comparison: TV advertising - 56%, Internet advertising - 67% of respondents. The structure of the advertising market of the Russian Federation from 2008 to 2019 has been analyzed. The analysis has illustrated that the most significant segment of the global outdoor advertising market is roadside billboards; second and third places are occupied by street furniture and transit advertising. Roadside billboards are being phased out in many markets due to tightening legislation; according to the experts, by 2021 the share of this segment will decrease by 4%. The research was carried out taking into account the data of such businesses as MAGNA and the Association of Communication Agencies of Russia. The US has the world's largest outdoor advertising market; Japan has the highest outdoor advertising spending. The key factors that ensure the priority of outdoor advertising in comparison with other advertising media are highlighted: wide audience coverage, largest advertising space, relatively low cost of advertising contact, variety of types and formats of advertising structures, etc. Topical problems are formulated that hinder the further growth of the studied segment: low level performance and quality of visual content, difficulties in assessing the effectiveness of outdoor advertising.

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Vinnik, Alina Evgenievna. "Outdoor advertising market in conditions of pandemic." Vestnik of Astrakhan State Technical University. Series: Economics 2021, no. 2 (June 30, 2021): 98–107. http://dx.doi.org/10.24143/2073-5537-2021-2-98-107.

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The article presents the results of studying the global and Russian advertising market dynamics, in particular, the outdoor advertising market in a pandemic. The crisis triggered by the COVID-19 pandemic has affected almost all advertising markets. The most stable markets were considered in the USA and China. The media segments of the advertising market in Russia in the period of 2010 - 2020 have been analyzed; advertising on the Internet is recognized as a leading segment, in second and third places are television advertising and UN advertising, respectively. Global ad spend across all media is 4.2% lower in 2020. Outdoor, TV, radio and print advertising revenues amounted to $ 233 billion. The outdoor advertising market was among the first to be negatively affected by the pandemic: the decrease in car and pedestrian traffic led to changes in marketing budgets, a less number of advertisers and high cost of outdoor advertising. Starting from the second half of 2020, the market began to recover, which in the near future will entail an increase in brand spending on outdoor advertising. The relevance of programmatic sales in modern conditions has been proved. The costs of programmatic purchases of digital inventory in outdoor advertising in the USA are illustrated, the slow introduction of programmatic purchases in the UN-company of Russia is noted. The results of a neuromarketing study conducted in 2020 among residents of Belgorod, confirming the problem of low visibility of outdoor advertising, are presented. The main directions of further development of the outdoor advertising market are outlined: short-term planning, reduction of terms and volumes of advertising placement; digitalization of inventory; consolidation of outdoor advertising operators; development of programmatic sales in the regions, etc.

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Quercia, D., G. Di Lorenzo, F. Calabrese, and C. Ratti. "Mobile Phones and Outdoor Advertising: Measurable Advertising." IEEE Pervasive Computing 10, no. 2 (April 2011): 28–36. http://dx.doi.org/10.1109/mprv.2011.15.

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Woodside, Arch G. "Outdoor advertising as experiments." Journal of the Academy of Marketing Science 18, no. 3 (June 1990): 229–37. http://dx.doi.org/10.1007/bf02726474.

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Handayani, Sri, Enny Rachmani, Kriswiharsi Kun Saptorini, Yusthin Merianti Manglapy, Nurjanah, Abdillah Ahsan, and Dian Kusuma. "Is Youth Smoking Related to the Density and Proximity of Outdoor Tobacco Advertising Near Schools? Evidence from Indonesia." International Journal of Environmental Research and Public Health 18, no. 5 (March 4, 2021): 2556. http://dx.doi.org/10.3390/ijerph18052556.

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Background: Smoking was among the top contributors to deaths and disability as the prevalence among male adults remains high, and that among male youth increases in Indonesia. While local studies have shown high visibility of outdoor tobacco advertising around schools, the country still has no outdoor tobacco advertising ban. Objective: To examine the association between youth smoking behavior and measures of outdoor tobacco advertising density and proximity in Indonesia. Methods: We combined two primary data sources, including outdoor tobacco advertising and smoking behavior among male youth in Semarang city. We randomly selected and interviewed 400 male students at 20 high schools in the city. In addition, we interviewed 492 male adults who lived near the schools for comparison. Results: We found significant associations between smoking use among youth (but not among adults) and measures of outdoor tobacco advertising density and proximity in Semarang city. Youth at schools with medium and high density of outdoor tobacco advertising were up to 2.16 times more likely to smoke, compared to those with low density. Similarly, youth at senior high schools with proximity to outdoor tobacco advertising were 2.8 times more likely to smoke. Also, young people at poorer-neighborhood schools with a higher density of and proximity to outdoor tobacco advertising were up to 5.16 times more likely to smoke. Conclusions: There were significant associations between smoking use among male youth (but not among male adults) and measures of outdoor tobacco advertising density and proximity in Indonesia. This highlights the need to introduce an outdoor tobacco advertising ban effectively, at least near schools.

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Madlenak, Radovan, Roman Chinoracky, Natalia Stalmasekova, and Lucia Madlenakova. "Investigating the Effect of Outdoor Advertising on Consumer Decisions: An Eye-Tracking and A/B Testing Study of Car Drivers’ Perception." Applied Sciences 13, no. 11 (June 3, 2023): 6808. http://dx.doi.org/10.3390/app13116808.

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This study aims to investigate the impact of outdoor advertising on consumer behaviour by using eye-tracking analysis while drivers travel specific routes in Žilina, Slovakia. This research combines questionnaire inquiry and A/B testing to assess the conscious and subconscious effects of outdoor advertising on consumer decisions. The findings of this study have important implications for businesses providing outdoor advertising spaces, as well as those using outdoor advertising as a form of advertisement. Additionally, the study provides insights into the role of transportation background and how it influences consumer behaviour in relation to outdoor advertising.

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Widyo Harsanto, Prayanto, and Anak Agung Gede Bagus Udayana. "Outdoor Advertising in Yogyakarta During Post-Pandemic Covid-19 in Socio–Design Study." Mudra Jurnal Seni Budaya 38, no. 1 (February 15, 2023): 73–83. http://dx.doi.org/10.31091/mudra.v38i1.2147.

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This study aims to identify and critically analyze Outdoor Advertising in Yogyakarta using a socio-design approach. Outdoor Advertising, such as banners, banners, posters, billboards, and other media installed in every corner of Yogyakarta, is a dilemma. According to the view of a person or institution/industry, existence of Outdoor Advertising is an effective medium for conveying promotional messages to the public. Meanwhile, for regulators, especially for local governments, this can provide regional income through relatively high taxes. Nevertheless, on the other hand, the rise of Outdoor Advertising raises aesthetic, security, and environmental management issues in Yogyakarta City. This study uses a qualitative method with a socio-design approach (social aesthetics). The social-aesthetic process appreciates design work in a socio-environmental context, both the human environment, the natural environment, and the social environment. The design work in this study is the design of Outdoor Advertising is an essential variable because the delivery of messages through Outdoor Advertising will determine the content, shape, and type, as well as the location or installation. When viewed from a functional context, advertising is to help market products and services persuasively. From the aesthetic context, outdoor advertising displays must focus on Yogyakarta's social, economic, cultural, and environmental aspects. The results of this study indicate that Outdoor Advertising is needed for communicators to convey messages on products/services. As an essential regulator, the local government makes public spatial planning policies related to ad placement. Therefore, Outdoor Advertising can help increase the positive perception of the correlated people to form the image of the Yogyakarta city planning, which is unique and has a comfortable heart.

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Kosirev, E. V. "The concept of outdoor advertising." Russian competition law and economy, no. 1 (March 30, 2019): 14–17. http://dx.doi.org/10.32686/2542-0259-2019-1-14-17.

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The article consideres the outdoor advertising signs and legislator approaches to it's deﬁnition. The article concludes that currently uniformity of outdoor advertising content conception for legislators, law applicators and experts community is absent. The article also includes the «outdoor advertising» original concept.

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ZAHRÁDKA, JAROSLAV, VERONIKA MACHOVÁ, and JIŘÍ KUČERA. "WHAT IS THE PRICE OF OUTDOOR ADVERTISING: A CASE STUDY OF THE CZECH REPUBLIC?" AD ALTA: 11/01 11, no. 1 (June 30, 2021): 386–91. http://dx.doi.org/10.33543/1101386391.

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The aim of the paper is to analyze the price of outdoor advertising in various regions of the Czech Republic. The base source of data is the website plakatov.cz, from which the prices of outdoor advertisement in individual regions were obtained. The results show that the prices of outdoor advertisement in the individual regions are the same. The main difference is in how many outdoor advertisements are located in individual regions for the lowest and how many for the highest price. An overview was created, which shows what is the price of outdoor advertisement in each region, how many ads are located in each region and subsequently, the data is displayed using a map. The results show that the cheapest outdoor advertisement is located in the Hradec Králové region. The price of the outdoor advertisement in the Hradec Králové Region is CZK 5,204. On the contrary, the most expensive outdoor advertisement is in Prague. The price of outdoor advertising in Prague is CZK 16,567. Most outdoor advertisements are located in Prague. There are 174 outdoor advertisements in Prague. The lowest number of outdoor advertisements is in the Pardubice and Zlín regions. There are 18 outdoor advertisements in both regions. The difference between outdoor advertisements in the Pardubice and Zlín regions is in their price. While in the Zlín Region outdoor advertising costs CZK 6,466, in the Pardubice Region it costs CZK 12,333. The results are beneficial for people who are interested in outdoor advertising. They are mostly beneficial for outdoor advertising producers to know their standing compared to their competition and other regions.

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Chen, Peng, Jun Min Zhang, and Ji Nan. "Management Problems and Countermeasures of City Outdoor Advertising - Taking Jinan as an Example." Advanced Materials Research 450-451 (January 2012): 999–1003. http://dx.doi.org/10.4028/www.scientific.net/amr.450-451.999.

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Along with the progress of society, the development of the city and economic prosperity, outdoor advertising has achieved great development and plays an increasingly prominent role in the social life. In this paper, the development present situation of outdoor advertising management of Jinan as the starting point, we analyze the problems in the management of outdoor advertising and put forward corresponding countermeasures.

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Leonova, Irina A., Marina M. Khramova, and Natalya V. Zaichkina. "Advertising Design of Urban Development." Galactica Media: Journal of Media Studies 4, no. 3 (October 3, 2022): 223–36. http://dx.doi.org/10.46539/gmd.v4i3.322.

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Outdoor advertising has traditionally been considered one of the most important components of the mass media complex. Having an impact on all layers of society, advertising has become a kind of projection of the values that society lives by, and reflects its social and cultural level. However, the redundant use of outdoor advertising has led to the fact that in recent years the problem of the lack of aesthetics of Russian cities has become very acute. We studied and analyzed the current situation with poor-quality outdoor advertising design in modern cities to search new approaches and tools to solve the problem of unsightly cities on the example of the city of Astrakhan. The research was based on the synergetic principle of studying the object, on the method of system analysis of psychological diagnostics (observation, conversation, questionnaire), and on the analysis of the existing situation of outdoor advertising in Astrakhan. We also suggested the list of aspects and conditions important for creating interesting in design and content outdoor advertisement. Analyzing the answers to the questionnaire and basing on the study of the state of outdoor advertising in the urban environment, we formulated the conditions of normalizing the state of the urban space, meaning its quality and placement. Outdoor advertising is developing along with the improvement of information and communication technologies. A person’s contact with advertising in contemporary city is inevitable. At the same time, there are already a lot of tools available at the moment, to strengthen the impact of advertising on citizens. Therefore, it is necessary to approach the choice of a particular tool with special responsibility, so that advertising, as an integral component of an up-today city, does not damage the urban space.

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Lichtenthal, J. David, Vivek Yadav, and Naveen Donthu. "Outdoor advertising for business markets." Industrial Marketing Management 35, no. 2 (February 2006): 236–47. http://dx.doi.org/10.1016/j.indmarman.2005.02.006.

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Li, Zhenzhen, Nurul Ain binti Mohd Hasan, Nor Azura Adzharuddin, and Megat AL-Imran Yasin. "The influence of cultural factors on interactive outdoor advertising in Shanghai: an analysis of consumer attitudes, behaviors and socio-economic environment." Journal of Information Systems Engineering and Management 8, no. 2 (November 10, 2023): 22025. http://dx.doi.org/10.55267/iadt.07.13881.

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Due to the development of interactive technologies, outdoor advertising has undergone a substantial evolution recently. However, depending on the cultural environment, interactive outdoor advertising may or may not be beneficial. Shanghai offers an intriguing location for investigating the effects of cultural elements on consumer reactions to interactive outdoor advertising because it is a vibrant and culturally varied metropolis. The scope of this study is limited to Shanghai's interactive outdoor advertising. It explores how cultural influences affect consumer attitudes and behaviors, taking into account both city residents and tourists. The purpose of the study is to shed light on the efficacy of interactive outdoor advertising and the influence of cultural factors on customer behaviors. Based on it, this study aims to investigate the impact of cultural factors, consumer attitudes and behaviors, and the socio-economic environment on outdoor advertising in Shanghai, as well as the moderating role of perceived consumer effectiveness. This study adopts a quantitative research method with a cross-sectional approach. A longitudinal research design is utilized, collecting data in five phases from a sample of 375 respondents. The respondents comprise a mix of local residents and visitors to Shanghai. The data collection process includes surveys and interviews to gather information on consumer attitudes, behaviors, and the socio-economic environment. Smart PLS is employed for data analysis, enabling the examination of relationships between variables. The study found that cultural factors such as individualism, uncertainty avoidance, and long-term orientation have a significant impact on consumer attitudes towards outdoor advertising. Moreover, the study revealed that consumer effectiveness plays a moderating role in the relationship between cultural factors and consumer attitudes. Overall, this study contributes to the existing literature by providing a comprehensive understanding of the factors that influence consumer attitudes towards outdoor advertising.

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Koshanova, N. D., and G. K. Zhylkybay. "Spelling of the Language of Outdoor Visual Advertising." Iasaýı ýnıversıtetіnіń habarshysy 128, no. 2 (June 30, 2023): 54–64. http://dx.doi.org/10.47526/2023-2/2664-0686.05.

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In Turkestan, advertising in a market economy has become an integral part of the social life of the city. Advertising is politics, economics, culture, the ideology of the city and activities combined with linguistic science, which should attract the attention of the country. It is obvious that advertising in Turkestan permeates all spheres of human activity and meets the needs of society. The effectiveness of an advertising campaign depends on the rationality of the language design of the advertising text. An important point in the preparation of an advertising text is the choice of language means used in the text, compliance with spelling rules. The identification of the features of the language of the advertising text within the framework of advertising propaganda is carried out within the framework of sociolinguistics, pragmalinguistics, functional stylistics and the theory of communicative linguistics. From a linguistic point of view, there is an interest in language. The correct understanding of the psycholinguistic effectiveness of advertising impact is an assessment of the direct relationship between advertising and the sale of goods, that is, the ability of advertising to influence consumer preferences. More importantly, advertising is understandable to the consumer, it is designed in such a way as to attract attention, be easily remembered and evoke positive emotions. The problems of the theory of psycholinguistics in this direction include the psychological structure of the perception of advertising and, accordingly, advertising activities. The cognitive component depends on a person's perception of advertising information. The main characteristic of the article is the increasing role of Turkestan advertising in the development of society, in particular, significant activity in the development of tourism, patterns of participation, features of the use of language units in psychological impact, the spelling of advertising, how well spelling patterns are observed at the linguistic level, consideration of ways to convey spelling principles in the language of Turkestan advertising.

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Rachwał, Helena. "Outdoor Advertising as an Element Strengthening the Recruitment Campaigns of Universities." Marketing of Scientific and Research Organizations 32, no. 2 (June 1, 2019): 27–50. http://dx.doi.org/10.2478/minib-2019-0029.

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Summary The article puts forward the thesis that outdoor advertising is an important element that enriches college recruitment campaigns if it meets certain conditions. The basic factors determining the effectiveness of outdoor is the conciseness and simplicity of the message, the creation taking into account the proper character of the advertisement and referring to the emotions of the recipient, the composition based on the appropriate arrangement of elements, intriguing advertising text forcing the recipient to think, integrate outdoor communication with the internet transmission and the correct location of the advertising medium. The subject of outdoor advertising and its impact on candidates for studies is omitted in the literature on marketing activities of tertiare education institutions. Therefore, it was attempted to fill the cognitive gap by referring to foreign scientific research and examples of outdoor applications by universities in the United States of America and Great Britain. Also described are outdoor campaigns of the SWPS University, which cooperates with the Cityboard Media Institute in the field of external advertising research. In order to analyze outdoor polish universities, the article uses part of the photographic material collected by the author, and reflects on the basis of their own observations and in-depth interviews with employees of Marketing Departments of selected universities.

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Goryacheva, Marina Andreevna. "The role of personal characteristics of adolescents in the perception of outdoor advertising." Психология и Психотехника, no. 1 (January 2023): 78–92. http://dx.doi.org/10.7256/2454-0722.2023.1.37967.

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The article presents the results of an empirical study of the perception of outdoor advertising by a teenage audience. In the course of a study conducted among Novosibirsk schoolchildren of the middle and older age groups, the influence of such personal characteristics as the level of aggressiveness and value orientations on the image of ideal advertising, as well as the perception of outdoor advertising of a neutral, aggressive and cynical type was studied. The subject of the study is the personal characteristics of adolescents in the perception of advertising. The object of the study is the perception of advertising by teenagers. This article presents the results of an empirical study, the purpose of which was to identify the personal characteristics of adolescents that affect the perception of outdoor advertising. The scientific novelty of the study is to study the attitude to unethical advertising of teenage schoolchildren of different age categories. Since the perception of outdoor advertising by teenagers, taking into account the key personal and psychological traits of this age group, remain poorly researched. In the course of the study, it was revealed that only neutral advertising corresponds to the profile of ideal advertising, whereas aggressive and cynical advertising does not have the appropriate features regardless of age and personality characteristics. The study revealed differences in the perception of advertising materials by adolescents of different ages, levels of aggression and the severity of life orientations. However, there were no socio-psychological grounds for the use of aggressive and cynical elements in advertising communication with a teenage audience.

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Waheed, Abdul, and Jianhua Yang. "The Effect of E-Marketing and Outdoor Media Advertising on Exploratory Consumer Buying Behavior." International Journal of Customer Relationship Marketing and Management 8, no. 1 (January 2017): 30–48. http://dx.doi.org/10.4018/ijcrmm.2017010103.

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Selection of an advertising medium is exceptionally important for an organization. Outdoor media advertising is known as the traditional type of advertising while e-marketing is challenging and growing trend in order to capture the intention of consumer. The core objective of this paper is to examine the effect of “e-marketing” and “outdoor advertising” on exploratory consumer buying behavior within the electronic industry. Data were collected from the questionnaire distribution among 1500 students in Pakistan from March 2015 to January 2016, where 1310 questionnaires were found valid for further analysis, shows 87.3% accuracy in response rate. Analysis methodologies are based on descriptive statistics, structural equation modeling (SEM) and AHP (Analytical Hierarchy Process). Results revealed a positive relationship of both advertising tools, but e-marketing established a greater effect than outdoor media advertising. However, our study proposes certain managerial implications and future research.

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Соловей, Denis Solovey, Хухрянская, and E. Khukhryanskaya. "ANALYSIS OF REQUIREMENTS TO COMPONENTS OF INFORMATION SYSTEM OF THE ENTERPRISE OF OUTDOOR ADVERTISING." Modeling of systems and processes 7, no. 3 (December 1, 2014): 36–39. http://dx.doi.org/10.12737/6677.

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The determining factor high efficiency outdoor advertising is the use of advanced technological methods that rely on information technology (IT). The analysis of the organizational and management structure and the current status of the use of it enterprises of outdoor advertising, different approaches to building information provision, which should include comprehensive information about the organization´s activities. In the present paper solves the problem of the formulation of requirements for the information system of the enterprise of outdoor advertising and design guidelines based on them, the architecture of such a system

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Eken, Begüm. "Interactive Digital Displays for Outdoor Advertising." New Trends and Issues Proceedings on Humanities and Social Sciences 4, no. 11 (December 27, 2017): 85–92. http://dx.doi.org/10.18844/prosoc.v4i11.2853.

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As we live in a period called the ‘Information Age’, new communication technologies are enabling newer possible ways for advertisers to interact differently with customers. High-technology televisions, the Internet, touch screens and such technologies are changing the media environment. Therefore, it changes the ways of communication. Nowadays, interactive digital displays are more commonly used for outdoor advertisements such as shop displays, billboards and on public transport. This research explores the impacts of interactive digital displays for outdoor advertising and how efficiently they engage with customers. Advertising media is evolving into a whole new level with upcoming developments. However, it still needs a full adaptation by customers. While relatively young customers adapt more easily with the interactive displays, certain kinds of customers still prefer traditional media. This research seeks to find how effective interactive display use for advertising is, while comparing customer adaptation of new media technologies with traditional media. Keywords: Interactive displays, outdoor advertising, digital signage.

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Jiang, Dan. "The Dissemination of the Visual Image of Wuhan Tianhe Airport Terminal under Urban Cultural." Advanced Materials Research 1065-1069 (December 2014): 2706–9. http://dx.doi.org/10.4028/www.scientific.net/amr.1065-1069.2706.

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With the vigorous development of China's civil aviation industry and the advertising industry in recent years, airport image as a "commanding city height" has increasingly attracted attention of many as an ideal place for advertising and corporation image display. Airport advertising communication constitutes audience including government officials, high-level policy makers, corporate travel managers and travelers, in which high-income earners and foreign guests take a higher proportion. Airport advertising (on free media and aviation propaganda machine business supplies media) main involves two categories: outdoor advertising on the airport perimeter and expressway and advertising inside the terminal. In a broad sense, they all belong to the category of outdoor advertising.

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Dekeyser, Thomas. "The material geographies of advertising: Concrete objects, affective affordance and urban space." Environment and Planning A: Economy and Space 50, no. 7 (June 13, 2018): 1425–42. http://dx.doi.org/10.1177/0308518x18780374.

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This paper contributes to an expanding concern with the urban geographies of advertising. The paper outlines the need to investigate the difference the material logics of advertising technology (hardware, software and code) make to the bodies and spaces of urban life. Through an intensified capacity to selectively open up to and interact with urban space, I argue, technological advancements in outdoor advertising launch the advertising object into a more compatible relation with urban space. I exemplify this by pulling out and detailing the recent development of image-recognition technology, anti-hacking features and thermal management systems, each of which are becoming central to the contemporary material conditions of outdoor advertising. Through the lens of Gilbert Simondon's notion of ‘concretisation', these technological advancements are conceptualised as resolving particular commercial incompatibilities in the relation between advertising object and excessive environments. Taken together, they leverage the outdoor advertising object’s control over its capacities to affect and be affected, that is, over its affective affordance. I suggest this has significant implications for how we engage and intervene into the politics of advertising geographies.

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Andrew, Heather, Helen Haines, and Shaun Seixas. "Using neuroscience to understand the impact of premium digital out-of-home media." International Journal of Market Research 61, no. 6 (June 17, 2019): 588–600. http://dx.doi.org/10.1177/1470785319851316.

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In this article, Heather Andrew and Dr Shaun Seixas of Neuro-Insight, and Helen Haines from Ocean Outdoor explain how modern brain imaging technology can be applied to measure people’s emotional, subconscious responses to different forms of outdoor media, from static paper and paste posters to multisensory advertising screens. With reference to visual attention, emotional intensity, desirability, and memorability, they describe a program of research that investigated brain response to the latest generation of outdoor advertising locations, and which explains the cognitive processes that underlie their success, not just in the context of out–of-home advertising, but in the broader digital world. The conclusions have implications that are fundamental to the planning, design, and development of media campaigns, identifying the role that outdoor advertising can play vis a vis other media, and how different media platforms can work together to the benefit of advertisers.

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Pishcherskaia, Elena Nikolaevna. "Verbal Means of Implementing Communication Strategies in English-Language Outdoor Advertising." Филология: научные исследования, no. 4 (April 2023): 73–83. http://dx.doi.org/10.7256/2454-0749.2023.4.40117.

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The analysis of advertising texts is an interdisciplinary problem studied at the junction of various fields of knowledge, the pragmalinguistic analysis of advertising, among other things, is based on its understanding in psychology, philosophy, marketing, etc. The object of research is the texts of English–language outdoor advertising. The subject of the study is the strategic features of outdoor advertising texts, the main verbal means of expressing communicative attitudes in them. The author examines in detail the main characteristics of the outdoor advertising text, which is creolized in its structure, that is, such a text where verbal and nonverbal components create a single semantic whole and contribute to achieving the goals of advertising impact. The main theories of creation and realization of the influencing potential of advertising texts are considered. The main conclusion of the study is the conditionality of the choice of linguistic and non-verbal means of communication in the advertising discourse, depending on the communicative attitudes, both explicit and hidden. The author's contribution is a description of the classification of general and particular communicative strategies and tactics of the outdoor advertising text, among which strategies of a cooperative and non-cooperative nature are highlighted. The description of strategies is carried out through the analysis of the main linguistic means of creating an influencing effect in an advertising appeal. The novelty and relevance of the study is due to the inclusion of non-verbal components in the semantic fabric of the text, and, consequently, the need to apply new approaches to the analysis of such texts.

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Runtiko, Agus Ganjar. "Desain Iklan Layanan Masyarakat Pemerintah." Jurnal Penelitian Komunikasi 16, no. 1 (July 1, 2013): 21–38. http://dx.doi.org/10.20422/jpk.v16i1.25.

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Public service advertising is one of the government strategies to promote the development program. At the national level, the government prefers television as a medium for advertising. As for the local level, the government usually tend to choose lower-cost ads. In Banyumas, many public service announcements using outdoor media such as billboards, banners, or posters. Characteristics of outdoor media that promotes design in attracting the attention of an audience became a challenge for designers. On the other hand, the messages also require the space in public service announcements. This study wants to know about how the execution of the design of outdoor advertising services in the community in efforts to combine the design with a message to be delivered. The study, sought to examine aspects of the design using the composition interpretation methods and verbal composition of outdoor advertising with discourse analysis methods.This research concludes that the government public service announcements desain still needs to be improved according to the rules of visual communication design.

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Donthu, Naveen. "Effectiveness of Outdoor Advertising of Services." Journal of Professional Services Marketing 11, no. 1 (March 3, 1995): 33–44. http://dx.doi.org/10.1300/j090v11n01_04.

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Donthu, Naveen. "Effectiveness of outdoor advertising of services." Services Marketing Quarterly 11, no. 1 (1994): 33–43. http://dx.doi.org/10.1080/15332969.1994.9985140.

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Zhang, Ping, Zhifeng Bao, Yuchen Li, Guoliang Li, Yipeng Zhang, and Zhiyong Peng. "Towards an Optimal Outdoor Advertising Placement." ACM Transactions on Knowledge Discovery from Data 14, no. 5 (August 21, 2020): 1–32. http://dx.doi.org/10.1145/3350488.

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Yoo, Seung-Chul, Si-Kang Song, and Jung-Sun Park. "Redefining Outdoor Advertising : Interdisciplinary research combining advertising and legal approach." Advertising Research 112 (March 31, 2017): 199. http://dx.doi.org/10.16914/ar.2017.112.199.

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Gan, Zhinan, and Sang-Bing Tsai. "Research on the Optimization Method of Visual Effect of Outdoor Interactive Advertising Assisted by New Media Technology and Big Data Analysis." Mathematical Problems in Engineering 2021 (December 15, 2021): 1–11. http://dx.doi.org/10.1155/2021/5341523.

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Along with the development and promotion of Internet technology, new media are increasingly diversified, enriching and changing our lives. This paper focuses on outdoor interactive advertising as a communication method, analyzing its creative features and applications. Unlike traditional advertising, where audiences receive passively, new media interactive advertising establishes a more direct communication method for consumers and products, creating different sensory stimulation and emotional experience environments according to the characteristics of products and conducting a series of interactions with consumers’ sensory systems such as vision, hearing, smell, taste, and touch. The advertising method has also changed from passive reception to active participation. Finally, combining the characteristics of accurate delivery and the diversity of presentation forms of interactive advertising under the big data platform, the theme conception and form design of interactive advertising is proposed. The interactive design principles of highlighting the simplicity of the theme are explored. The interactive design principle of highlighting the simplicity of the theme is proposed, and the combination of color, text, and graphics is explored by the aesthetic visual design of the audience and the premise of focusing on the audience’s feelings. Starting from the visual effect of outdoor interactive advertising, the change in the way advertising is conveyed is interpreting to us the arrival of a new communication concept, the arrival of the Internet-centered and technology-centered data integration era. The research in this paper aims to provide useful support for the diversified development of outdoor interactive advertising in the new media environment by exploring how to skillfully realize the creative expression of outdoor interactive advertising in the new media environment.

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Anagnostopoulos, Aris, Fabio Petroni, and Mara Sorella. "Targeted Interest-Driven Advertising in Cities Using Twitter." Proceedings of the International AAAI Conference on Web and Social Media 10, no. 1 (August 4, 2021): 527–30. http://dx.doi.org/10.1609/icwsm.v10i1.14760.

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Targeted advertising is a key characteristic of online as well as traditional-media marketing. However, it is very limited in outdoor advertising, that is, performing campaigns by means of billboards in public places. In this work we propose a methodology for performing targeted outdoor advertising by leveraging the use of social media. In particular, we use the Twitter social network to gather information about users' degree of interest in given advertising categories and about the routes that they follow. Given an advertising category, we estimate the most promising areas to be selected for the placement of an ad that can maximize its targeted effectiveness.

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Lysenko, Yuliya, Tat'yana Buhtiyarova, Galina Butko, and Yuriy Belokonov. "Features of management of advertising activities of an agricultural holding." Agrarian Bulletin of the, no. 13 (January 29, 2021): 61–69. http://dx.doi.org/10.32417/1997-4868-2021-13-61-69.

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Abstract. Relevance. Currently, agroholdings actively use advertising to increase the recognition of agro-products, since advertising effectively affects the target segment, gives consumers new knowledge and opportunities to choose alternative products, which in turn increases satisfaction from purchase. Purpose. The article presents the main provisions of the development of measures aimed at improving the advertising activities of agricultural holdings (using the example of grain specialization). Methods. Among the common promotion methods, the authors distinguish the following: printing materials, online advertising, service, gift certificates, promotions, outdoor advertising. The current system of intra-company advertising was diagnosed and recommendations were made to improve the organization and planning of grain specialization advertising: the development of social networks, creative outdoor advertising. The main research methods are horizontal and vertical analysis, comparison and grouping methods. The proposed recommendations are supported by calculations, the forecast values of indicators and their relationship with the sale of agricultural products are indicated. Scientific novelty. In the analysis of intra-company advertising, it was established that a decrease in the use of advertising funds leads to the fact that the invested funds in advertising do not bring the expected results and show a decrease in the effectiveness of advertising. To solve the problem, the author developed a system of events: the creation of a creative advertising campaign in a magazine, creative outdoor advertising. Results. With increased investment in advertising, the return on investment ratio increases at a much faster pace, which indicates the advantage of online advertising and an increase in the number of visitors and buyers, an increase in profitability by more than 15 percent, and an increase in the level of attention of buyers to advertising will increase to 61 percent by 2022.

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Iveson, Kurt. "Branded cities: outdoor advertising, urban governance, and the outdoor media landscape." Antipode 44, no. 1 (March 14, 2011): 151–74. http://dx.doi.org/10.1111/j.1467-8330.2011.00849.x.

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ЯШИН, М. О. "THE OUTLOOK FOR CHANGING VIDEO ADS." Экономика и предпринимательство, no. 11(148) (May 13, 2023): 814–16. http://dx.doi.org/10.34925/eip.2022.148.11.157.

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В статье рассматриваются современные тенденции оффлайн рекламы. Была определена сущность оффлайн рекламы, ее особенности. Анализируются тренды и актуальные направления наружной рекламы, приводится их краткая характеристика, а также освещаются трансформации и перспективы, которые ожидают рынок наружной рекламы в ближайшем будущем в условиях коронакризиса и экономической нестабильной ситуации. The article discusses current trends in offline advertising. The essence of offline advertising, its features were determined. Trends and current trends in outdoor advertising are analyzed, their brief description is given, and the transformations and prospects that await the outdoor advertising market in the near future in the context of the corona crisis and economic instability are highlighted.

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KOYAMA, Masaaki, Yuki TAKAHASHI, and Hisao SHIIZUKA. "Basic Model for Memory Retention of Advertising Content in Outdoor Advertising." International Symposium on Affective Science and Engineering ISASE2020 (2020): 1–4. http://dx.doi.org/10.5057/isase.2020-c000026.

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Ullah, Faiz, and Dr Atif Ashraf. "Gender Portrayal in Outdoor Advertising in Punjab and Khyber Pakhtunkhwa (KPK) Provinces of Pakistan." Journal of Peace, Development & Communication Volume 4, Issue 3 (December 30, 2020): 110–32. http://dx.doi.org/10.36968/jpdc-v04-i03-07.

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Gender portrayal and the representations of males and females in advertising remains the core interest of researchers from gender studies and communication research. In advertising scholarship, it is often found that there are differences in gender portrayal specifically due to the cultural contexts. In the present study, we explore the gender portrayal in outdoor billboard advertising of two provinces of Pakistan; Punjab and KPK. Theoretically and conceptually, the study takes roots from cultural studies on advertising and social semiotics studies on gender and advertising. We collect data of 360 billboard advertisements from two cities of Punjab and two cities of KPK. We coded 654 units in these 360 billboards according to the conceptual categories of social semiotics. In the present study we found that female models are portrayed more as compare to the male models in outdoor advertising of both provinces; Punjab and KPK. Although, the dominant pattern of gender portrayal in advertisements of KPK is similar to Punjab, however, it is slightly different from Punjab. In KPK, males are also portrayed as submissive. Females are more associated with nurturing roles as compared to Punjab. Hence, it is concluded that in outdoor advertising of Pakistan, females are objectified and they are mostly used for their glamour and beauty. On the contrary, males are portrayed as dominant and in power.

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Hao, Ding. "Semantic-Pragmatic Potential of Advertising Texts." Memoirs of NovSU, no. 6 (2023): 570–81. http://dx.doi.org/10.34680/2411-7951.2023.6(51).570-581.

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The article deals with issues related to the features of the functioning and identification of the semantic and pragmatic potential of advertising texts on the example of outdoor advertising. The material of the study was advertising banners selected by continuous sampling from various Internet portals, the content of which is determined by the presence of non-verbal text elements and verbal signs interacting with each other. Outdoor advertising is considered from the point of view of pragmatic potential, the nature of which depends on the choice of language units with a certain denotative and connotative meaning that affects communication strategies. It is shown that when creating an advertising text, the author can use various techniques and methods of influencing the addressee so that the advertising message attracts attention and produces the proper communicative effect (incitement to action). The article considers the advertising text as a semiotically complicated phenomenon, consisting of a set of lexico-semantic means and their relationship with visual elements.

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Nurjanah, N., Y. M. Manglapy, S. Handayani, A. Ahsan, R. Sutomo, F. S. T. Dewi, P. Chang, and D. Kusuma. "Density of tobacco advertising around schools." International Journal of Tuberculosis and Lung Disease 24, no. 7 (July 1, 2020): 674–80. http://dx.doi.org/10.5588/ijtld.19.0574.

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BACKGROUND: Indonesia has the second highest smoking prevalence among adult males in the world, with over 61.4 million current smokers. However, there is no national regulation on outdoor tobacco advertising.OBJECTIVE: >To assess the density of outdoor tobacco advertising around schools in Semarang City, Indonesia.METHODS: We conducted geospatial analyses using buffer and hotspot analyses based on advertising and school data in ArcMap 10.6. We statistically tested the significance of different densities, including between 100 m and 100–300-m buffers from schools using Stata 15.1.RESULTS: We found a total of 3453 tobacco advertisements, of which 3026 (87%) were at least medium in size (1.3 m x l.9 m), and 2556 (74%) were within 300 m of schools. We also found hotspots with a 45% higher density of adverts within 100 m of schools (compared to within 100–300 m). A total of 378 schools (39%) were in these advertising hotspots.CONCLUSION: There was high density of outdoor tobacco advertising, with significant clusters in close proximity to schools in Semarang City. The policy implications of this are discussed.

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Cronin, Anne M. "Researching Urban Space, Reflecting on Advertising." Space and Culture 14, no. 4 (September 19, 2011): 356–66. http://dx.doi.org/10.1177/1206331211412278.

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This photo essay places into dialogue practices of photographing urban space and the market research practices of the U.K. outdoor advertising industry. It explores photography as a method for accessing understandings of cities, and it examines ways of analyzing the interplay between photographic practices and data gathered through ethnography. Through personal reflections on the research process, the essay considers the spatial practices of the outdoor advertising industry and how its billboards and panels act to space out cities and city imaginaries.

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Habib, Tariq, Dr Faiz Ullah, and Dr Muhammad Farooq. "Semiotic Analysis of Gender in Advertisements Displayed in Punjab and Khyber Pakhtunkhwa (KPK)." Journal of Media and Entrepreneurial Studies 4 (March 18, 2024): 47–57. http://dx.doi.org/10.56536/jmes.v4i.47.

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Gender portrayal in advertising is a critical aspect of understanding how societal norms and expectations surrounding gender roles and identity are constructed and reinforced. Many studies have examined the representation of gender in advertising, but little research has been done on outdoor billboard advertising, especially from a Pakistani perspective. This study aims to fill this gap by investigating how gender is portrayed in international, national, and local ads in both the Punjab and Khyber Pakhtunkhwa (KPK) provinces, using semiotic analysis as the method of inquiry. A sample of 360 billboards was selected using purposive sampling, and the study was grounded in Ferdinand de Saussure's theory of social semiotics and Charles Sanders Peirce's philosophy of signs. The findings revealed significant differences in the portrayal of gender across different product categories in outdoor advertising, as well as differences between the two provinces. Women were often objectified, and gender stereotypes such as the idea that women should be responsible for household duties, nurturing roles, and male dominance were commonly depicted in both provinces. The study highlights the need for policymakers and industry professionals to establish codes of ethics for gender representation in outdoor billboard advertising in Punjab and KPK.

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Pucci, Linda G., Herbert M. Joseph, and Michael Siegel. "Outdoor tobacco advertising in six Boston neighborhoods." American Journal of Preventive Medicine 15, no. 2 (August 1998): 155–59. http://dx.doi.org/10.1016/s0749-3797(98)00034-8.

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Fortenberry, John L., and Peter J. McGoldrick. "Receptiveness of Black Americans to outdoor advertising." Journal of Business Research 64, no. 6 (June 2011): 586–93. http://dx.doi.org/10.1016/j.jbusres.2010.06.010.

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Wilson, Rick T., and Brian D. Till. "Effects of outdoor advertising: Does location matter?" Psychology & Marketing 28, no. 9 (August 3, 2011): 909–33. http://dx.doi.org/10.1002/mar.20418.

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Išoraitė, Margarita, and Gintarė Gulevičiūtė. "Outdoor advertising effectiveness evaluation from customers' view." Entrepreneurship and Sustainability Issues 10, no. 3 (March 30, 2023): 10–21. http://dx.doi.org/10.9770/jesi.2023.10.3(1).

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ابتسام محمد مزبان and أ.م.د. غازي لعيبي مجيد. "Employing Digital Images In Outdoor Road Advertising." Journal of the College of Basic Education 30, no. 124 (June 5, 2024): 72–87. http://dx.doi.org/10.35950/cbej.v30i124.11555.

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يعد الاعلان الطرقي مصدر للمعلومات عن العناصر بأختلاف شكلها مما يحويهِ على معلومات عن منتج معين لاسيما أن اغلب المنتجات تستخدم وسيلة الإعلان لترويج عن منتجاتها , وكان عندهُ التساؤل التالي وهو : كيف يتم توظيف الصورة الرقمية في الأعلانات الضوئية للطرق الخارجية ؟

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Pires, Helena. "The urban landscape and fashion advertising: the case of the DKNY brand." Comunicação e Sociedade 26 (December 28, 2014): 291–305. http://dx.doi.org/10.17231/comsoc.26(2014).2040.

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Investment in strategic communication, and especially in advertising, in the fash- ion design industry remains a prerequisite for promoting the brand value. The effectiveness of brand visibility and awareness depends mostly on advertising, both in the context of fash- ion magazines and the new media, and in the context of the outdoors medium, which is si- multaneously one of the most traditional and modern means of mass communication. This paper aims to analyse and discuss both dimensions. Firstly, it aims to provide an un- derstanding of how the urban landscape is built into fashion advertising, and especially to investigate the extent to which the collective imagination contributes to that process. This research therefore seeks to identify the main landscape referents represented and search for the respective association with various cultural and artistic universes, such as literature, pho- tography or cinema. Underlying this critical reflection is an understanding that landscape is not just a simple decor, but conversely an extremely important visual and discursive re- source for the advertising message. Secondly, this paper attempts to challenge the implica- tions of fashion brands outdoor advertising specifically in relation to the urban landscape and to the everyday life experience. Therefore, it is also an important aim of this article to dis- cuss outdoor advertising within the scope of the more recent cultural and aesthetic trends. In order to achieve the stated objectives and engage in a scientific discussion of the topic, the case of the fashion brand Donna Karan New York – DKNY was selected, as it is considered to be paradigmatic of the main operational principles and hypotheses researched.

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Walisyah, Tengku. "Kreatifitas Dalam Periklanan Media Luar Ruang (MLR) Di Kota Medan (Peluang, Tantangan, dan Konsep Pemberdayaan Masyarakat)." Jurnal Pemberdayaan Masyarakat 8, no. 2 (December 19, 2020): 110. http://dx.doi.org/10.37064/jpm.v8i2.8262.

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<p><strong>Abstract</strong>: outdoor advertising in Medan City nowadays gets dynamic and attractive design. It indicates that the design established with so unique, uncommon, and different with others that it makes the outdoor advertising becomes creative one. Consequently, this creative value produces opportunities and challenges in a better way, furthermore the appearance of the design requires more creative and innovative.</p>

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Thanh, Vu Trong. "Manage Advertising Activities in the AreaThanh Hoa City, Vietnam Presently." Journal of Humanities and Education Development 6, no. 1 (2024): 8–14. http://dx.doi.org/10.22161/jhed.6.1.2.

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Currently, Thanh Hoa has become one of the provinces with high rates of economic development and growth in the country, along with the development and advancement of professions, economic and political fields, then outdoor propaganda and advertising activities have contributed a significant part in the economic and social development of Thanh Hoa province in general and Thanh Hoa city in particular. The content of this article aims to evaluate the status of advertising management in Thanh Hoa City, Vietnam. On that basis, propose solutions to improve the effectiveness of managing outdoor advertising activities in the study area.

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Putri, Nindy Eka, Silfeni Silfeni, and Feri Ferdian. "STRATEGI PROMOSI MELALUI MEDIA PERIKLANAN DESA WISATA KUBU GADANG KOTA PADANG PANJANG." JURNAL PENDIDIKAN DAN KELUARGA 9, no. 2 (June 29, 2018): 113. http://dx.doi.org/10.24036/jpk/vol9-iss2/119.

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The purpose of this research is to analyze the promotion strategy through advertising media at Desa Wisata Kubu Gadang Kota Padang Panjang view from 3 indicator: print media, electronic media, outdoor media. The research is a descriptive qualitative with survey method. Determination of informant using purposive sampling and snowball sampling. The purposive sampling technique involving 2 informant from tourism govermant and 2 informant from desa wisata Kubu Gadang Kota Padang Panjang manager then snowball sampling technique involving 3 informant from desa wisata Kubu Gadang Kota Padang Panjang visitor. Technique of collecting data is done by interview, observation, and documentation. The results of this study indicate that: 1) the strength of promotion advertising are: news paper easy to get, the picture quality on brochure have a good and interesting, radio can be heard anywhere, television give information through sound and picture, desa wisata Kubu Gadang also have a website and a big billboard with a perfect lighting. 2) the weakness of promotion advertising are: there was no promotion through a brochure, there was no update on the Kubu Gadang’s website, the billboard was vulnerable of damage. 3) the opportunities of promotion advertising are: there are many people who still interest to read the newspaper and brochure, there are many people who interest of internet using, many people can see the outdoor media as if billboard and baliho. 4) the threats of promotion advertising are: there are competitor through print media, television and outdoor media. The conclusion of The promotion strategy through advertising media at Desa Wisata Kubu Gadang Kota Padang Panjang is 1) making use of print media for promotion, 2) to increase the promotion thourgh radio, television and website/internet, 3) making advertising through outdoor media as if billboard and baliho.

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Сураева, Мария Олеговна, and Maria O. Suraeva. "Innovation in the sphere of advertising: latest innovations and prospects of development." Vestnik of Samara University. Economics and Management 12, no. 2 (August 5, 2021): 140–46. http://dx.doi.org/10.18287/2542-0461-2021-12-2-140-146.

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Advertising innovation is growing at a fast pace today. We observe how advertising is becoming more and more digital, it has also become easier to use, now it can be done not only by an agency, but by any person who has one or another category of listeners, an audience in a social network. But it should be noted that digital advertising still does not completely replace outdoor advertising, which has undergone dramatic changes over the past few years: new creative ways of presenting product value to the consumer have appeared, often using information technology. This article discusses the main innovations in the field of digital and outdoor advertising over the past five years, as well as the prospects for their development in the near future. The article reveals new methods of communication between the seller and the client using advertising, the reasons for using contextual advertising (safety, efficiency), reflects how to correctly apply the technologies of innovative types of advertising today and how companies understand what the consumer needs and why they need to focus on social and digital marketing. It also analyzed what factors should be considered when choosing advertising methods.

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Journal articles on the topic 'Outdoor Advertising'

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