Outdoor advertising effectiveness evaluation from customers' view

Margarita Išoraitė () and Gintarė Gulevičiūtė ()
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Margarita Išoraitė: Vilniaus kolegija / Higher Education Institution, Lithuania
Gintarė Gulevičiūtė: Vilniaus kolegija / Higher Education Institution, Lithuania

Entrepreneurship and Sustainability Issues, 2023, vol. 10, issue 3, 10-21

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.

Keywords: outdoor advertising; outdoor advertising effectiveness; customers; customers views; augmented reality; Internet of things (IoT); innovations; marketing (search for similar items in EconPapers)
JEL-codes: A20 A22 C40 C83 I21 L80 M20 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:ssi:jouesi:v:10:y:2023:i:3:p:10-21

DOI: 10.9770/jesi.2023.10.3(1)

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