Billboard Advertising Research Articles

Empowering consumers to purchase safe ready-to-eat chicken from street restaurants in Ouagadougou, Burkina Faso: impact of a multi-media behavior change campaign

Foodborne disease resulting from food sold at urban informal markets is a major public health challenge in Sub-Saharan Africa. This study assessed the impact of an innovative nine-months multi-media campaign engaging a key influencer, aimed at empowering consumers to choose safer ready-to-eat chicken meat at informal street restaurants in Ouagadougou, Burkina Faso. A two-wave panel study assessed associations between recall of TV, radio, billboard, and social media advertisements, and self-reported behavior regarding purchasing and consumption of ready-to-eat chicken at outlets, consumer intentions, knowledge, attitudes, norms, and agency. A panel of randomly selected adult consumers (n = 852) were interviewed pre- and post-campaign, 12 months apart. 60% recalled at least one of the campaign channels when prompted. Mixed-effects models showed associations between prompted recall and feeling better informed about food safety (aOR 1.449) and increased knowledge (0.132 unit increase on total score). Social media recall was associated with higher perceived access to information (aOR 1.449) and knowledge. Billboard recall increased odds of higher perceived health benefits of paying attention to food safety behaviors when purchasing chicken (aOR 2.046). TV ad recall was associated with a 0.159 unit decrease in the gap between consumers’ intentions and behavior. An engaging consumer food safety multimedia campaign that engages key influencers improved food safety awareness and knowledge, ultimately supporting consumers to choose safer chicken at markets.

Crowdsourcing alcohol billboards in Kampala, Uganda: Examining alcohol advertisement violations

Despite high levels of alcohol use in Uganda, there is a scarcity of research on alcohol marketing, its placement and content. In this field study we evaluated the content of alcohol billboards across Kampala, Uganda using the Alcohol Marketing Assessment Rating Tool (AMART). Of the 27 unique alcohol advertisements evaluated, the nine-member review panel found that 23 contained at least one violation yielding a violation rate of 85%. Given the high number of violations, our recommendation is that future alcohol billboard advertisements within Kampala be reviewed and approved by a governing body for compliance with alcohol advertisement standards.

Toward regret-free slot allocation in billboard advertisement

Toward regret-free slot allocation in billboard advertisement

Language of Political Campaign: Unraveling the Linguistic Landscape in Billboard Advertisements

Billboard advertisements for legislative and senatorial campaigns are integral to the cityscape leading to the general elections, reflecting local political dynamics. This study examines the linguistic landscape in billboard advertisements for legislative and senator campaigns heading for the general election in Indonesia. A qualitative method was employed, gathering data from billboard advertisements across various city areas. Analysis was conducted on the language usage, stylistic features, word choice, sentence structure, and visual representations in these billboard advertisements. Findings indicate a variation in language usage, with standard Indonesian predominating but also a presence of local language mixtures. Stylistic features range from persuasive to informative, while word choice tends toward positively connotated terms. Sentence structures tend to be simple and direct, while visual representations emphasize the candidates and symbols reflecting political aspirations. These results depict candidates' complex communication strategies influencing voter opinions and attitudes. A profound understanding of this linguistic landscape is crucial for political observers and candidates to comprehend local political campaign dynamics and effective communication strategies. This study added a new dimension to understanding how political communication is manifested in public spaces. By focusing on billboards as an outdoor media, which often serves as a daily backdrop for many people, this study explores how language can effectively capture voters' attention and influence their political attitudes. Thus, this study is expected to significantly enrich the understanding of political linguistics and communication strategies in the context of election campaigns.

Semiotic Analysis of Gender in Advertisements Displayed in Punjab and Khyber Pakhtunkhwa (KPK)

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.

Future Perspectives on Communication Management for Promoting Tourism in Chachoengsao Province (2024-2027)

Purpose: This research aims to examine the communication management strategies employed to promote tourism in Chachoengsao Province from 2567 to 2570 and to elucidate the future perspectives of communication management within the framework of the theory of global unity, encompassing the concept of "one species, one society, one culture, one language, and one religion". Theoretical Framework: This study employs communication theory, theory of management, particularly the POSDCoRB theory, providing a comprehensive framework for contemporary management. Design/Methodology/Approach: This research employs a mixed methods design, combining qualitative insights from focus group discussions with expert opinions gathered through the Delphi Technique. The study focuses on tourism communication management in Chachoengsao Province, utilizing a sample of 91 participants for focus group discussions and engaging 14 experienced professionals in tourism and communication management for the Delphi Technique. The research employs a variety of data collection tools, including interviews, open-ended questionnaires, and closed-ended questionnaires, and utilizes content analysis, median values, and interquartile range calculations for data analysis. Finding: The study findings reveal that 1) Chachoengsao Province boasts a variety of tourist attractions spread across its 11 districts 2) Tourism promotion through integrated advertising and public relations communication management involves various channels, including: (1) Online Channel which are communication initiated by tourists, influencers, and relevant organizations through platforms such as websites, Facebook, and Instagram. (2) Offline channels encompass a variety of traditional methods for promoting tourism, including vinyl banners, billboard advertising, mobile advertising, roadside banners, word-of-mouth, and cultural and traditional heritage events and activities. Research Practical and Social Implication: In the future, tourism communication management in Chachoengsao Province should strategically embrace modern and expansive approaches. This includes implementing contemporary and wide-reaching tourism communication methods, such as: Organizing Online Events, Metaverse Technology, Artificial Intelligence (AI), Virtual Reality (VR) and Augmented Reality (AR) Technologies, Web 3.0 Technology, Customer 360º Technology, Internet of Things (IoT), 3D Printing and Blockchain Technology 3) Experts have the following consensus opinions as in projecting the future vision of tourism communication management in Chachoengsao Province (2024-2027), it is envisioned to be carried out through the concept of oneness, encompassing physical oneness, biological oneness, psychological oneness, and sociological oneness. This will leverage the province's potential across various aspects, including infrastructure, transportation, cultural heritage related to tourism, economic positioning, livability, and the residents' love for their province Originality/Value: In this process, the planning stage is crucial, requiring clarity and precision. Additionally, effective tourism communication management in Chachoengsao Province will rely on an understanding of political strategies, laws, regulations, and alignment with the opinions of the local population. Two-way communication channels, especially online platforms such as websites, social media (Facebook, Instagram, Twitter, LINE OA, TikTok, Pantip, LinkedIn, YouTube), and advanced technologies including AI, touchless payment systems, and smart tourism concepts.

The effects of different billboard advertisement language on TV sports audiences’ recognition, recall and search intention of the sponsor signage

PurposeThe impact of various factors on how TV sports audiences perceive sport event sponsors’ billboards around sports facilities has been the subject of extensive research. Despite numerous factors that impact the effectiveness of sponsor signage at sporting events, there has been a lack of research regarding the language used for such signage around sports facilities’ billboards. Therefore, this study aims to investigate the effects of billboard advertisement language on TV sports audiences’ recognition, recall and search intention to sponsor signage.Design/methodology/approachThis study employed an online experimental design. Participants (n = 925) were recruited from two linguistically different regions: Chinese and English. Participants were randomly assigned to one of two conditions: watching tennis video matches with billboard advertisements presented in either the Roman alphabet exclusively or in a combination of the Roman alphabet and Chinese characters.FindingsThis study revealed that although language cannot significantly impact audiences’ unaided recall of a brand, it does have a discernible effect on brand recognition and search intention among audiences. Additionally, people are more likely to search for brands in their native language. Participants from various regions tend to have different recognition rates and search intentions for sport sponsors.Originality/valueThis is the first manuscript examining the use of different languages in relation to audiences’ recognition and recall of sports sponsorship. It provides empirical evidence of the importance of carefully considering the language used in sponsor signage around stadium billboards to optimize the efficacy of sponsorships at sports events.

Billboard Advertising

This research explores the multifaceted dynamics of billboard advertising as a powerful tool for marketing campaigns. Billboards, large-scale print advertisements strategically positioned in high traffic areas, are examined through various lenses to uncover their demographic impact, impressions on viewers, marketing potential, creative expression opportunities, societal reflections, environmental concerns, and the importance of targeting a specific audience. The study delves into critical factors such as location, message clarity, and design in determining the effectiveness of billboard advertising. Insights from the research highlight that billboard advertising can significantly increase brand awareness, with case studies illustrating successful strategies. The study also emphasizes the importance of creative design and clear messaging to maximize the impact of billboard campaigns. The proposed outcomes suggest that billboard advertising can enhance brand image, increase social media engagement, and provide a favourable return on investment. In conclusion, effective billboard advertising relies on a harmonious blend of compelling content and captivating design to create a lasting impression and drive consumer action.

PROMOTIONAL COMMUNICATION AND HUMOR - PERSPECTIVE OF POTENTIAL CONSUMERS

In today’s age, the average consumer is too exposed to marketing materials to pay attention to each one, and billboards can be an expensive investment for companies and can easily go unnoticed. The average consumer uses tools that would reduce his exposure to advertising materials, but the results of this research indicate that even though consumers are overexposed to advertisements, they still believe that humor on billboards is not present enough and that they would like to see it more precisely for the reason that research has shown that the use of humor is rated as likable by consumers. Starting from the basic definition that humor is a form of communication whose goal is to make the interlocutors laugh and cheer up, the aim of this paper was to investigate the opinion of different publics about humorous billboard advertising solutions and to determine the connection between the use of humor as a tool in billboard advertising, the intention to purchase the advertised product /services and raising awareness about the organization and the advertised product/service. The chosen research method is a survey, and it was conducted with an online survey questionnaire, which enabled the quick and easy collection of a larger number of respondents needed for the implementation of the research task. A wide and heterogeneous sample enabled an insight into the opinions of different members of the population, given that they are all exposed to the advertising (humorous) appeal that is the subject of this research. The obtained results indicated a positive effect of using humor in advertising through billboards, more precisely in increasing the visibility of the brand, i.e. the memory of the advertised product, as well as a generally positive opinion about the use of humor in advertising. Most of the respondents confirmed that humor is a good method of attracting their attention and that they like the humorous approach to advertising through billboards. What are the humor preferences of different groups of people, what is the correlation between humorous advertising and brand building, what type of humor attracts the most attention for a certain brand or economic niche, are just some of the possible research topics and directions. Considering the few and scarce literature in this area, the results of this and similar research can bring useful and practical guidelines to professionals in practice for more precise and effective management of advertising campaigns in the future, and to the scientific community a better understanding of the phenomenon of consumer thinking, i.e. a clearer insight into the connection messages and consumer behaviors of the product or service. This work was created as part of the research for the diploma thesis at the university graduate study of Communication Studies, student Ivona Marenić at the Catholic University of Croatia, 2023.

Effect of advertising on sales performance of fast-moving consumer goods in Akwa Ibom State

The study examined the effects of advertising on sales performance in fast moving consumer goods in Akwa Ibom State. The specific objectives were to examine the relationship between radio advertisement and sales performance of FMCG, investigate the relationship between television advertisement and sales performance of FMCG, and determine the relationship between billboard advertisement and sales performance of FMCG. The research design used for this study is the survey method. Primary data were collected from a judgmentally determined sample of 200 respondents from the qualified population of FMCG’s consumers in Uyo metropolis. The data treatment techniques adopted correlation coefficient as a statistical tool for analyzing or testing hypothesis level and comparing on dependent and independent variables. Based on the results, it was revealed thus:, Radio advertisement has a significant impact on sales performance of FMC, there was a significant impact of television media advertisement on sales performance of FMCG, and there was a significant relationship between billboard advertisement and sales performance of FMCG. The following recommendations were made: Companies should devise effective strategies on how advertising will lead to growth of the organization. The management should monitor the activities of the company's sales force so that marketing objectives could be properly determined. The organization should implement policies on advertising and how it could be well planned.

Effect of Advertising on Customers’ Patronage of Peace Mass Transit Limited in Calabar, Nigeria

The study examined the effect of advertising on customers’ patronage in Peace Mass Transit Limited in Calabar. It sought to explore the relationship between advertising (on radio, television and billboard) and customers’ patronage. The research design used for this study is the survey method. Primary data were collected using questionnaire instrument. Data analysis was done using Pearson’s correlation method. Based on the results, it was revealed thus, radio, television and billboard advertisement had a significant relationship with customers’ patronage. Therefore, the following recommendations were made: the company should devise effective strategy on how advertising will lead to growth of the organization; the management should be monitoring the activities sales product so that marketing objectives could be properly determined; the organization should implement policies on advertising and how it could be well planned.

The Effect of Billboard Ads and Social Media on Brand Awareness

This study discusses the influence of billboard advertising and social media on brand awareness is a literature review scientific article. The purpose of writing this article is to build a hypothesis of influence between variables that can be used in further research, within the scope of marketing management science. The method of writing articles is quantitative, data obtained from questionnaires submitted to respondents via google form with several indicators related to billboard advertisements and social media. The population in this study amounted to 200 people with a research sample of 50 respondents. The sampling technique used is accidental sampling. The tests carried out are t-tests, f-tests and determination coefficient tests. The results of this study include: 1) Billboard advertising has an effect on brand awareness partially; 2) Social media has a partial effect on brand awareness; and 3) Billboard advertising and social media affect brand awareness simultaneously. Apart from these 2 exogen variables that affect endogenous variables of brand awareness, there are still other factors including promotion, co-branding and advertising.

Efficient Algorithms for Regret Minimization in Billboard Advertisement (Student Abstract)

Now-a-days, billboard advertisement has emerged as an effective outdoor advertisement technique. In this case, a commercial house approaches an influence provider for a specific number of views of their advertisement content on a payment basis. If the influence provider can satisfy this then they will receive the full payment else a partial payment. If the influence provider provides more or less than the demand then certainly this is a loss to them. This is formalized as ‘Regret’ and the goal of the influence provider will be to minimize the ‘Regret’. In this paper, we propose simple and efficient solution methodologies to solve this problem. Efficiency and effectiveness have been demonstrated by experimentation.

Face-to-face: Three facial features that may turn the scale in close electoral races

When voters in political elections intend to vote for a candidate who represents their political interests, they cannot avoid being influenced by the visual appearance of the candidates. In fact, many political campaigns are dominated by billboard advertising that mainly focuses on politicians' face portraits. While extant research already showed that a candidate's visual appearance has an impact on electoral outcomes, the present research goes a step further and investigates which specific facial features increase or decrease a politician's likelihood of winning an election. Evaluating 17 facial features, we identified mouth width, the ratio of eye height/width, and eyebrow height as relevant predictors of electoral success. In particular, we find across a correlative study, an experimental study, and an analysis of German Federal Elections that a wide mouth and large eyes that extend vertically have a robust and coherent influence on the likelihood of getting votes. Thin eyebrows increase the likelihood of getting votes in our hypothetical voting scenarios but not in the analysis of real election data. Furthermore, we show that the effects of the mouth and the eyes are statistically mediated by perceived trustworthiness and perceived dominance. In terms of real-life relevance, our analysis suggests that these three facial features can make the difference in close races.

Masa Lalu Masalah Lu: A Semiotic Study in the Myths Hidden within Cigarette Billboard Ads in Indonesia

The Indonesian government has brought in strict regulations to stop cigarette advertisements, so cigarette companies have become very creative at creating subliminal messaging to promote their products. Our descriptive study discusses a semiotic analysis of billboard advertisements for brands of cigarettes in Indonesia. In particular, we focus on the signs’ function, how they deliver a message, and the implications or assurance for relieving daily societal problems. We also highlight the myths that these billboards deliver and their promises. Accordingly, 4 out of 52 large cigarette billboard ads on the streets around Banda Aceh, Indonesia, were selected based on specific considerations, namely brand popularity and frequency. The analysis of the ads draws on Chandler’s model of semiotic analysis covering the ads’ contextual background, description, interpretation, and explanation. The analysis shows that each ad uses various communicative functions to create a sense of motivation, pleasure, agitation, or conservatism. The ads also aim at rejecting Indonesians’ unawareness of problems, the boringness of routines, fantasy, and economic struggles. Each ad uses similar delivery ways in the colors, situation, and potential market target. As for the implication, the meanings represented by particular symbols in the ads are a way of life challenge and breaking boundaries despite the cigarette companies’ intention to persuade potential consumers to try their products. Keywords: Cigarette advertisements, myths, semiotic analysis, semiotic resources, signs.

Focal Point on Billboard Juicenation

Juicenation is a commercial products of electric liquid vaporizer that carries the theme and taste of fruit in its commercial advertisements. One of them appeared on Billboard on Jalan Terusan Jakarta, Bandung city. The purpose of this study is to identify the focal point element in the visualization of the Juicenation Billboard advertisement as the element that most attracts the audience's eye. This research method uses a quantitative approach by distributing questionnaires to a number of respondents to identified which elements that attractive the most. There is an arrow shape element that represents the formal form of the product, typography, the color of the Juicenation product variant itself and the fruit element, which both of them appear dominant.

Health Literacy: Intervention and Outcome in Child Healthcare in Bangladesh

Bangladesh made significant improvements in child healthcare and achieved its Millennium Development Goal (MDG) 4 (to reduce child mortality). In 2010, the United Nations recognized Bangladesh for its exceptional progress towards MDG 4 to reduce child and maternal mortality in the face of many socioeconomic challenges. We are also committed to achieve our Sustainable Development Goal (SDG) by 2030. Health education department of Government of Bangladesh prioritized several essential health interventions over the past decades. There were focuses on expanding immunization, tackling diarrhoea and pneumonia, vitamin A campaign, prevention of blindness, iodine deficiency, and improving adolescent health. These programmes and strategies were scaled-up nationwide. The government along with its stakeholders promoted widespread availability and affordability of those health literacy interventions with an emphasis on community-based approaches. As a result, inequities in coverage of specific interventions declined; this may explain the improvements seen amongst even the most disadvantaged populations of the country. Media campaigns played a great role, which were undertaken in Bangladesh for decades and involved a nationally broadcast television supported by radio, television, newspaper, and billboard advertisements and local promotion activities. We expect that ongoing public private partnerships (PPPs) in which the government contracts NGOs and the private sector will enable us greater success and coverage of health information and literacy services throughout the country.
 CBMJ 2023 January: Vol. 12 No. 01 P: 124-128

Semiotic and Cultural Analysis on Local Product Brand Name

To create strategically relevant and significant brand names, factors such as culture is one of the most powerful and immediate ways to communicate an identity-image and linkage to the consumer. Thus, enables potential buyers to relate by delivering brand communication value of the brand by inspiring or persuading them by certain images and associations. However, interpretation of each brand name can be tricky as manipulation of social interaction as well as multiple types of relationships with the brands; leading to varying brand images (noise). The aims of this research were to explore cultural aspects and their meaning as brand communication value of 50 local brand names of various products as a purposeful communicative act in branding strategy. The brand names were sampled limited on a simple random sampling selected from billboard advertisement. Content analysis method through Charles Sanders Peirce’s semiotic model was used in this analysis to describe and analyse the connotation, denotation, concepts, and relationships in making inferences about the cultural messages imprinted on the brand names. The findings indicated culture still can be a source of influence in brand naming strategies. Malay language and terms by the usage of local names giving local value expression that need to be taken into account in basic strategy of brand-building as future reference. This is the consumer self-image in branding, while behind cultural expression usually lies religious motivation to influence formation of a consumer behavior such as stressing out the use of Arabic terms and Jawi script. Therefore, the study gives more insight on the brand name patterns and culture as symbolic meaning which created emotional ties of brand preference. And, the decision-making process can be much easier for producers or marketers in strategizing brand names, especially for local markets that need to be tailored to target the local community.

Pemasaran Retorika Politik dalam Iklan Baliho Tokoh Politik Indonesia

This study subjects to understand how the politicians build identity through the marketing of their political rhetoric in billboard advertisements. The research uses qualitative methods with a substance theory approach to the formation of political identity, especially in the context of political marketing and Aristotle's rhetoric in the form of aspects 1) ethos; morally proper attitude, 2) logos; evidence that can support the argument and 3) pathos; speech that evokes feelings in the audience. The findings explain that the political identity built by various rhetoric aspect. Between the politicians also build different identity according to the consideration of internal aspects of the politicians and external aspects that exist in public. Through the identity built by rhetoric, politicians create their political marketing products then offered to the public so can be consumed as political support and choice.

The Effects of Colour Content and Cumulative Area of Outdoor Advertisement Billboards on the Visual Quality of Urban Streets

Visual comfort has a critical effect that significantly influences public appreciation of urban environments. Although colour is an integral part of billboard design, little empirical evidence exists to support some of the popularly held ideas about the effects of colour on task performance and human psychological wellbeing. Thus, attempting to set a threshold level of allowed undesirable visual stimuli in each urban setting is considered to be essential in achieving a satisfactory level of visual quality. Therefore, this research investigates the effects of colour content of outdoor advertisement billboards on the appreciation of urban scenes by the public. This research utilises pictorial survey, R.G.B bivariate histogram technique, and an areal cumulative analysis of a group of collected pictures within one of Kuala Lumpur’s high streets. Results of the pictorial survey are cross analysed against the results of the pictorial RGB content analysis and pictorial outdoor advertisement (OA) cumulative areal analysis to indicated a strong correlation between environmental colour content, OAs’ cumulative area, and visual comfort. The study suggests that the lack of guidelines and regulations of the color content of outdoor billboard advertisement design could potentially be detrimental for the public’s appreciation of urban environments. Future research initiatives are encouraged to develop a visual quality assessment framework that contributes to the image and identity of the city of Kuala Lumpur.