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Outdoor advertising effectiveness evaluation from customers' view

Author

Listed:
  • Margarita Išoraitė

    (Vilniaus Kolegija / Higher Education Institution, Lithuania)

  • Gintarė Gulevičiūtė

    (Vilniaus Kolegija / Higher Education Institution, Lithuania)

Abstract

This article aims to explore the techniques and features of outdoor advertising from customers' views. This article analyses outdoor advertising and outdoor advertising effectiveness. The literature analysis showed that previous studies on outdoor advertising peculiarities and effectiveness focused on different aspects of outdoor advertising; factors affecting attitudes towards new items and buying stimuli still need to be explored. This study aims to investigate contemporary methods and characteristics of outdoor advertising. The research questions are related to the purpose of the research. The authors seek to clarify which outdoor advertising elements are most effective and influence purchasing decisions. The study results showed that the most effective types of outdoor advertising were lighting advertising, advertising on outdoor screens, and mass advertising (large letters with brand names), with the new technologies playing the most critical role.

Suggested Citation

  • Margarita Išoraitė & Gintarė Gulevičiūtė, 2023. "Outdoor advertising effectiveness evaluation from customers' view," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 10(3), pages 10-21, March.
    • Handle: RePEc:ssi:jouesi:v:10:y:2023:i:3:p:10-21
    DOI: 10.9770/jesi.2023.10.3(1)
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    More about this item

    Keywords

    outdoor advertising; outdoor advertising effectiveness; customers; customers views; augmented reality; Internet of things (IoT); innovations; marketing;
    All these keywords.

    JEL classification:

    • A20 - General Economics and Teaching - - Economic Education and Teaching of Economics - - - General
    • A22 - General Economics and Teaching - - Economic Education and Teaching of Economics - - - Undergraduate
    • C40 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - General
    • C83 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Survey Methods; Sampling Methods
    • I21 - Health, Education, and Welfare - - Education - - - Analysis of Education
    • L80 - Industrial Organization - - Industry Studies: Services - - - General
    • M20 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - General

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