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Source: Journal Citation ReportsTM from ClarivateTM 2022

Entrepreneurship and Sustainability Issues Open access
Journal Impact FactorTM (2022) 1.7
Journal Citation IndicatorTM (2022) 0.42
Received: 2022-09-15  |  Accepted: 2023-01-11  |  Published: 2023-03-30

Title

Outdoor advertising effectiveness evaluation from customers' view


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


JEL classifications

A20 , A22 , C40 , C83 , I21 , L80 , M20


URI

http://jssidoi.org/jesi/article/1050


DOI


Pages

10-21


Funding


This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License

Authors

Išoraitė, Margarita
Vilniaus Kolegija / Higher Education Institution, Vilnius, Lithuania https://www.viko.lt
Articles by this author in: CrossRef |  Google Scholar

Gulevičiūtė, Gintarė
Vilniaus Kolegija / Higher Education Institution, Vilnius, Lithuania https://www.viko.lt
Articles by this author in: CrossRef |  Google Scholar

Journal title

Entrepreneurship and Sustainability Issues

Volume

10


Number

3


Issue date

March 2023


Issue DOI


ISSN

ISSN 2345-0282 (online)


Publisher

VšĮ Entrepreneurship and Sustainability Center, Vilnius, Lithuania

Cited

Google Scholar

Article views & downloads

HTML views: 1075  |  PDF downloads: 534

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