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Type of publication: research article
Type of publication (PDB): Straipsnis konferencijos medžiagoje Clarivate Analytics Web of Science ar/ir Scopus / Article in Clarivate Analytics Web of Science or Scopus DB conference proceedings (P1a)
Field of Science: Vadyba / Management (S003)
Author(s): Grigaliūnaitė, Viktorija;Pilelienė, Lina;Bakanauskas, Arvydas Petras
Title: The analysis of the influence of internal factors on outdoor advertising effectiveness
Is part of: Research for rural development 2016 : annual 22nd international scientific conference proceedings. Jelgava : Latvia University of Agriculture, 2016, Vol. 2
Extent: p. 166-173
Date: 2016
Note: ISSN 2255-923X (online)
Keywords: Lauko reklama;Vizualinis dėmesys;Reklamos efektyvumas;Outdoor advertising;Advertising effectiveness;Visual attention
Abstract: The aim of the research is to determine the criteria of internal factors influencing the effectiveness of outdoor advertising. The eye-tracking experiment was conducted in Lithuania in 2016. Consumers’ visual attention toward specific criteria of internal factors influencing the effectiveness of outdoor advertising was measured. The chosen criteria were headline font size, the number of elements in the advertisement, and dominating elements in the advertisement (visual or textual). The main results of the research reveal that when the surface size of visual and textual outdoor advertising elements is the same, textual elements attract more visual attention than visual ones and that advertisements containing a large number of elements attract more visual attention than the ones containing a small number of elements. Moreover, when the font sizes of two headlines are both larger than the body text, but those headlines differ in font size one from another, there is no significant difference in consumers’ visual attention toward those headlines. Consequently, it is recommended to create outdoor advertisements with a large number of elements, where most of them are textual, in order to attract the consumers’ attention
Affiliation(s): Marketingo katedra
Vytauto Didžiojo universitetas
Appears in Collections:3. Konferencijų medžiaga / Conference materials
Universiteto mokslo publikacijos / University Research Publications

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