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Type of publication: research article
Type of publication (PDB): Straipsnis kituose recenzuojamuose leidiniuose / Article in other peer-reviewed editions (S5)
Field of Science: Vadyba / Management (S003)
Author(s): Pilelienė, Lina;Grigaliūnaitė, Viktorija
Title: Elaboration of the model for the assessment of outdoor advertising effectiveness
Is part of: Journal of emerging trends in marketing and management. Bucharest : Bucharest University of Economic Studies, 2016, Vol. 1, iss. 1
Extent: p. 90-99
Date: 2016
Note: This research was funded by a grant (No. MIP-098/2014) from the Research Council of Lithuania
Keywords: Advertising effectiveness;Advertising placement;Environmental factors;Outdoor advertising
Abstract: there is a high possibility of the advertisement to be not noticed, in which case it has zero probability to become effective. Outdoor advertising presents a unique case in that, unlike advertising in television or magazines, an amount of factors that distract (or can att this research is defined by a question: what factors affect outdoor advertising effectiveness? This study aims to contribute to the advertising theory by elaborating a model for the a ssessment of outdoor advertising effectiveness. To reach the aim of the study, the experiment following with questionnaire survey were provided and binary logistic regression analysis was applied for the statistical analysis of the questionnaire survey dat a. The analysis of the research results revealed that better brand awareness and positive attitude toward the advertisements increase the probability of both unaided and aided advertising recall. Hence, the conclusion was made that brand awareness and attitude toward the advertisement have the enormous effects on outdoor advertising effectiveness. Moreover, the left road side of the advertising placement decreases the probability of both unaided and aided advertising recall. The bigger is the outdoor advertisement, the less likely it is to notice the brand, which in turn leads to lower unaided brand recall probability. However, the size of the outdoor advertisement does not influence aided recall, signifying that for well-known brands the size of the outdoor advertisements is less important, while for less-known brands the smaller size of outdoor advertisements should be chosen. Aiming at generating aided recall, rational outdoor advertising appeal should be preferred to emotional one. Finally, the placement enabling the best outdoor advertising visibility must be thought through in order to make outdoor advertising effective
Affiliation(s): Marketingo katedra
Vytauto Didžiojo universitetas
Appears in Collections:1. Straipsniai / Articles
Universiteto mokslo publikacijos / University Research Publications

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