OUTDOOR ADVERTISEMENTS : ATTRACTS OR DISTRACTS

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Research Expo International Multidisciplinary Research Journal Available online at www.researchjournals.inVolumeII , IssueIII September2012 SectionIII

ISSN : 2250 - 1630

Copyright 2012 Tanjum kamboj.. This is an open access refereed article distributed under theCreative Common Attribution License which permits unrestricted use, distribution and reproduction in

any medium, provided the original work is properly cited.

ORIGINAL ARTICLE

OUTDOOR ADVERTISEMENTS : ATTRACTS OR DISTRACTSA STUDY ON COMMUTERS WHILE TRAVELLING FROM HIGHWAYS

Miss Tanjum Kamboj

Assistant Professor

Institute of Mass Communication And Media Technology

Kurukshetra University

Kurukshetra

Haryana (India)

Abstract

The purpose of this study is to determine the influence of outdoor advertisement on surveyparticipant (commuters) who travels on highway and find lots of outdoor advertisements. The

research also highlights the importance of advertisement and also gives a glance about itsfunctioning. In this study survey is conducted on 100 person who travels through highways and

are selected with random sampling. Data is analyzed by spss16.0. The result of analysis showsthat commuters have negative opinion about outdoor advertising installed at highway side.

They think outdoor advertisements are attractive and catchy but when mounted on turns on

highway causes accidents. This study shows that commuters get distracted while driving their

vehicle as their attention is grabbed by the hoardings due to which they feel that outdoor

advertisements are unsafe at highways.

Keywords : outdoor advertisements, marketers, promotion, publicity, bill boards, banners etc.

Content: The first half of the study consists of the deep understanding of the term Advertising.

The second half consists of review of literature reviewed for the research along with objectives

and research methodology.The last part consists of hypotheses and findings along with

conclusion and last but not the least some reference made this study to go on flawless.

IntroductionAnywhere you go we follow you, its not any telecommunication network it is advertisements.

Nowadays we find a host of advertisements around us which not only attracts through their

display matter but also kick us to shops it too. The advertisements are first knocking step for

awaking the consumers as well as convincing them to purchase it. Advertisement is the paid

promotional and publicity tool used by the manufacturer or seller to persuade consumers in any

form through any medium.

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Research Expo International Multidisciplinary Research Journal ISSN : 2250 - 1630

Vol - II , Issue - III September2012 Section - III

Earlier advertisements was treated as a formality in the form of handbills then it took the form

of signboards and nowadays we have full-fledged Advertising industry. Advertising is the fifthpillar after media which is serving the society.

Advertising is an integral part and is one of the most visible element in providing informationabout products, services, and ideas. Without advertising no marketer can get what he wants to

net. It is a tool used by marketers to reach out to the end users of product and services. It is a

mediated communication which requires space and time in various mass media, such as

television, radio, newspapers, etc. to persuade consumers to buy a particular product or

service.(Jaishri jethwany, Shruti jain, 2008)

Advertising is a vital tool for marketing and for marketers. Whereas marketing is a process of

following deliberately planned policies to attain success in the market. It consists of 7Ps:

Product, Price, Promotion, Place, People, Processes, Physical Evidence(Philip Kotler2007).

Many more Ps are added by latter-day scholars that include positioning, perception, payoffetc.

Advertising is a paid communication and marketing tool to persuade and encourage audience(viewers, readers and listeners) to get desired results and actions. The word advertisement is

coined from Latin word ad vertere which means to turn the mind towards. So the marketersfor marking their presence in the market and also to attain success use advertising as a

promotional weapon.

The advertisement crossed a long journey from mere informing the people to hammering the

presence of brand in their mind i.e. from nirma (doodh si safedi) to idea (u r pumpkin

pumpkin hello hunny bunny) from maggi (2-minutes noodle) to cadbuary (kuch mitha ho jae).

There are various advertisements acquiring huge space in mass media. It is a fuel for all massmedia as without advertisements no medium can survive for long.

So to bring consideration for the product and services hanging out in the market advertising is

of utmost importance. Without advertisement it is not possible to inform about the product to

every nook or corner.

But every advertisement will prove to be best and effective, one cannot scale it out in air. Itsnot always that investments of lakhs & crores can make best fruit peel the big deal it can be

rotten one also. These type of activity requires deep research and huge investment. Research ofMacro Micro environment, SWOT analysis, Target group, Big idea, Creative & Media

strategy, Implementation and last but not the least Evaluation. This whole process depends onthe budget i.e. companys infrastructure(vir bala Aggarwal,2005)

Advertisements shown once cannot do wonders for sellers. It should be done in the form of

series and should be frequent enough so that one can remember it. Until and unless it is not

nailed, it fails in full filing the objective. Here it is witnessed that advertisers require campaign

for the same. Advertisement campaign is the planned series of advertisements directed towards

an objective, to hit the audience and fit their goals. It can translate the behavior and attitude of

the people from non-users to users of the product and services. So advertisement grabs

attention, creates interest, crop desire & lead down to the action.

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Usually there is a misconception about role of advertisement .how advertisement can help in

selling a product? How one can believe on them? Are the claims made are factual? There are nnumber of questions glimpsing around the people while coming across to the advertisements.

The answers cannot be straight away answered because the experience each and every person

shares is different so it is quite difficult to answer mutual acceptable answer. But no one candeny about its power which persuades a balled one to purchase a comb.

Advertisements is turning global with foreign marketers bringing the interest of consumers to

be exposed to their goods and services. So here we have national and global products in the

market. This is largely supported and enhanced by consumers love to buy foreign products &

services. And this whole work is nicely commenced by the advertisements. The work of

advertisement is not confined up to this, but a lot more.

Why the advertisement sounds or looks interesting? It is just because of big idea it deals with.

Advertisements can be classified in following classifications: it can be on the basis of function,

on the basis of nature, on the basis of appeal, on the basis of demand, on the basis of targetaudience. On the basis of place, on the basis of media etc. advertisement plays different strings

for different marketers.

It fulfills marketers motive by functioning as an informer, an educator, an instructor, anentertainer etc.It persuades the audience by generating different appeals such as rational,

emotional and combined appeals. It have different nature i.e. Commercial and non-

commercial.

It work for demand whether it is primary one or secondary.

Advertisements cares about their target audience whether professional like engineer or

homemaker like mother.It approaches to every place whether local, regional, national, andinternational. It is mediated through different media such as traditional, electronic, print, new

media, outdoor media, and indoor media. On the whole it is mass media.

Every message requires a medium and a physical channel to be transmitted from one place to

another. Same way advertisement is a message which can be in different medium form like

audio, video, audio-video, printed, html form, signs etc. which requires a physical transmitting

channel like television, radio, computer, pagers, phones, tablets etc. that can take it to actualdestination. There is a huge variety of media available through which one can directs his/her

message to target consumers. But it also requires a deep thought about analyzing the nature ofyour product and what message you want to pass to your target group and how.

Outdoor media is one of the most important medium which is highly utilized by the marketers fordelivering their message to their consumers. Outdoor media carrying such message is known as outdoor

advertisement. Outdoor advertising is also known as mural advertising. It comprises of advertisementthrough hoardings, banners, posters, danglers, streamers, sign boards, neon boards, sky writing, and

transit advertising etc. from the last few decades the outdoor advertisement is gaining importance inadvertising world. As marketer are of view that never leave your consumers untouched stay with them

and follow them so that they remembers you. That is why outdoor advertising is also known as out ofhome advertising. There are many different types of outdoor advertising that have unique advantages

and disadvantages. Depending on what kind of product is being sold and the message the businesswants to get across will determine the best choice of outdoor advertising.

(http://www.inspiriamedia.com/3-types-of-outdoor-advertising-and-benefits-of-each) Outdooradvertising is a type of advertising medium that involves posting messages and promotional items

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outside where people can see them. This was the original type of advertising that was used bybusinesses that wanted to bring in customers. This type of advertising can be very effective and comes

in a variety of forms. (By Luke Arthur, e How Contributor)

Advantages

1.Impactful: One benefit of outdoor advertising is that it has impact. People spend more time than everbefore in their cars commuting to and from work. If you can reach this audience on a regular basis, youcan promote a particular brand and create brand awareness. With this type of advertising, you can often

get more viewers than you would be able to with any other type of marketing. Thus, an effectivebillboard ad can generate a large amount of traffic for your business.2.Timely: Another benefit of using outdoor marketing is that it is often very timely. You can selectadvertising areas that are very close to the point of purchase. For example, you could set up a billboardon the road just before the entrance to a grocery store promoting a particular brand of food or drink.This way, it will remind consumers right before they get to the store about the product. 3.Repetition : Using outdoor advertising is also an effective way to repeat your message to theconsumer. A large portion of marketing is simply repeating the same message to consumers until they

become aware of it. This is referred to as creating brand awareness and, ultimately, brand loyalty. If youcan do this effectively, you can create lifelong customers. Many customers who drive by your outdooradvertising every day will remember your products or services when it is time to make a purchase.4.Opportunity to see & remember: outdoor advertising shares one more benefit that the commuters

pass from the area carrying outdoor advertisement help in repetitive watching and remembering theadvertisements ported on various outdoor aids.5.Cheap: outdoor advertisement proves to be cheap and reasonable as compared to other advertisingi.e. electronic advertising, new media advertising etc.6.Combined medium: outdoor medium can be used as a combo medium and advertising as comboadvertisement or mix media advertisement.7.Message at a glance: here message is received in one glance rather than paying lot of time on an

advertisement.

Disadvantages

1.Short life span: The outdoor aid like banner (cloth) have short life span. They do not survive for longperiod as they get affected by weather.

Not suitable for all types of advertisements: This type of advertising is not suitable for all types ofproducts and services, especially those which requires demonstration and lot of explanations.2.Distracts: Advertisements which carry distracting elements distracts the commuters and causesaccident.

Literature ReviewJ. David Lichtenthal ISBM Report 3-2004 reported the brief history about outdoor advertising.

The fifteenth century saw the separation of the producer from the consumer. Production for

mass consumption rapidly increased over the next couple of centuries. A method was therefore

required to inform the public about the existence of goods and services available forconsumption [Nelson & Sykes, 1953], and billposting was a tool of choice that producers

employed in large scale giving rise to a field now called mass communication. Until thefifteenth century billposting was the only means, other than a public address, of disseminating

information on a widespread basis [Association of National Advertisers, 1952]. One of theearliest mediums of mass communication was the stele of ancient Egypt [Association of

National Advertisers, 1952] [Henderson & Landau, 1980] [Agnew, 1985]. Hewn from basalt,these stelai or tablets were about five feet high, two and one-half feet wide, and eleven inches

thick. Displayed prominently in town centers and other areas of high traffic, these stelais are

the earliest form of mass advertising known to man. Some stelai carried messages that

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promised a Selective exposure and attention are likely salient in the outdoor arena reward for

locating a lost slave [Association of National Advertisers, 1952], while others were used todeclare the Kings decree and other such information. In 1450 Johannes Gutenberg is credited

with inventing printing from movable typesetting and the dream of duplicated messages was

realized [Association of National Advertisers, 1952] [www.oaaa.org]. Widespread commercialapplication became economically practical and modern advertising was launched in the form of

handbills. Invention of the printing press led tothe development of two media the handbill, a

circulating medium that was distributed in large quantities, and the posted bill. While the

handbill can be considered a forerunner of a modern day newspaper, the posted bill is the

forerunner of contemporary outdoor advertising [Association of National Advertisers, 1952].

In the 17th and 18th century another form of outdoor advertising emerged the outdoor sign.

Taverns, bookmakers and apothecaries identified their place of business with signs that were

symbolic of both trade and firm. In 1796, Alois Senefelder perfected the lithographic process

that combined the art form of signs with the detail of the handbill to create the illustrated poster

[Association of National Advertisers, 1952][www.oaaa.org]. As billposting became more

popular and the space for displaying the messages more scarce, measures were taken to ensurethe exposure of the message for a fixed period of time.The billposters began erecting their own

structures to display the messages in the high traffic areas and stopped relying solely on thespace available on walls. These structures came to be called fences. American marketers

picked up the technique of billposting with gusto and the special structure that graduallyevolved for the use of billposting came to be known as thebillboard [Association of National

Advertisers, 1952]. Clear channel outdoor(2010) reported how out of home advertising works

As technology enables greater marketing messaging flexibility and increases the number of

media formats and types of consumer interactions, the out of home (OOH) advertising

industry is in the midst of a major transition. In light of this evolution, marketers should be

considering whether they are using OOH advertising effectively as part of the marketing mix in

their campaigns.

Clear Channel Outdoor has engaged MarketShare Partners (MSP) to explore the use and

effectiveness of OOH advertising, evaluate the financial contribution of OOH as part of a

balanced marketing mix, and discuss how marketers can make more informed decisions

regarding their marketing budget allocation. Marketers seek to identify the best marketing

strategies, a process that requires evaluating the fit of available marketing vehicles for the

products being offered and consumer segments being targeted, ultimately considering theimpact that the incremental spend in each medium has on revenue and profit. An optimal

marketing mix delivers the right message in the right place at the right time with theappropriate vehicles and results in maximizing the sales lift from a firms total marketing

spend. Environment Pollution (Prevention and Control) Authority on September 10, 2007. EPCAreport on the Outdoor Advertisement Policy of the Municipal Corporation of Delhi (MCD) as

applicable also to the area under the New Delhi Municipal Corporation (NDMC) and other

Agencies1.1.2 Longitudinal Placement (Driver Distraction Controls) approaching motorists.

Illumination of advertising device is to be concealed or be integral part of it Longitudinal

placement set out minimum distances between the device and traffic conflict points, official

traffic signs and other Advertising Devices (ie. reduce advertising density).

The StudyThe need for the present study was to know that the outdoor advertising should be mounted or

installed at the highway side. They are main distractions rather than attractions. The highway is

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the most sensitive place as n number of commuters travel from that area. So placing

advertising material at this place is not beneficial rather it is risky.

Objectives

The broad objective of the study is to map out whether outdoor advertisements should beplaced at highway? On the basis of literature reviewed the following objectives are:

1. Do the people know the advertisements?2. What do they mean by the word outdoor advertisements?3. Why advertisements should be part of out of home advertisements?

Theoretical framework

The framework of this study is based on two Theories of Mass Communication i.e. IndividualDifference Theory and Cognitive Dissonance Theory. Individual differences perspective

implies that media message contains particular stimulus attributes that have differentialinteraction with personality characteristics of audience members. Hence, variable in these

differing effects are partially caused by the audiences selective exposure, selective perceptionand selective retention of media content. Cognitive Dissonance theory is coined by L.A.

Festinger in 1957. The theory predicts that people will seek out information which confirms

existing attitudes and views of the world or reinforce other aspects of behavior.

Research methodology

The researcher employed survey method for the collection of data. Survey method is a method

in which a survey in conducted in various forms such as Observation method, Interviewmethod, Questionnaires and Schedules etc. Here researcher has used questionnaire as a tool for

data collection. It contains 10-15 questions which is duly answered by commuters

(respondents)(wimmer & Dominick, 2010)

Reference period

The reference period for study was the month of August, September, October, andNovember2012. This period was selected because host of the billboards can be seen at this

time. Most of the aids were covered by political and commercial message.

Sample selection:The study is based on probability sampling method. It is also known as random sampling or

chance sampling. Here respondents are selected randomly.

1. It gives each element in the population an equal probability of getting into the sample,and all choice are independent of one another.

2. It gives each possible sample combination an equal probability of being chosen.

HypothesesThere is no significant hypothetical view for the study from the researcher side.

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55%27%

8%10%

1. How frequent you travel?

Daily

Weekly

Monthly

Other

25%

40%

25%

10%

2. For what purpose?

studying

job

business

other

75%

25%

3. From which route?

Highway

Non-highway

Finding &Discussions : The following tables carries the interpretation of the data which states

that:

1) The table shows that 55% of commuters travel frequently, 27% weekly, 10%monthlyand 8% falls in other category.

2) The table shows that 44% commuters travel for job purpose, 28% for studying, 27% forbusiness and 1% for other purpose.

3) The table shows 96% commuters opt for Highway route whereas 4% for Non Highway route

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99%

1%

5. Do you know what is

advertsements?

yes

no

85%

15%

6. Have you ever heared

about outdoor

advertisements?

Yes

No

4) The table shows that 40% trucks, 52% cars, 2% bus and 6% bike/scooter for travelling by the

commuters.

5) The table shows that 99% commuters know about advertisements and 1% do not knowabout it.

6) The table shows that 85% of commuters have heared about outdoor advertisements

and 15% have not.

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89%

11%

9. Are they attractive?

Yes

No

7) The table shows that 83% commuters know about outdoor advertisements,5% says its

hoardings, 2% banners and 1% posters.

8) The table shows that 57% respondents have seen it on highway,26% on roads, 16% in

market and 1% all of them.

9) The table shows that 89% respondents believe that they are attractive and 11% believes they

are not.

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10) The table states that 80% respondents get attracted by visuals, 10% by color, 8% by text

and 2% by all.

11) The table shows that 86% respondents believes they cause accident, 12% says they do not

and 2% believes may be.

12) The table shows that 55% are of opinion that they distracts and 45% says they dont.

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13) The table shows that 82% respondents believes that they are risky and 18% believes they

are not.

14) The table shows that 85% of the respondents says not to install them and 15% says yesthey should be installed

15) The table shows that 95% respondents believe that highway is not meant for

advertisements and 5% says yes they are place for advertisements.

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Conclusions: The above study shows that outdoor advertisement in not suitable to be placed at

highway side as lots of commuters passes through and due to attractive elements it grabs the

attention which causes accident. The crowded places such highway should be set free from alladvertisement stuff so that no distraction takes place which ultimately cause distraction while

driving which is risky and injurious to the drivers life. Such out of home advertisements should

be placed on the places like bus stand, railway stations where commuters or travelers

Have enough time to wait for arrival of their bus and train.

References

1. Arya, umesh, How to write a good research paper,youtube.flv,september28,2011.2. Arya , umesh ,http://aryasir.blogspot.in3. Advertising age, www.adage .com4. Adombila,Maxwell,jma-juda, http://marxadom.blogspot.in/2010/05.html5. Bright advertising, www.brightadvertising.com/6. Reinard.c.john, introduction to communication research,20077. Kumar. J. keval, mass communication in india,2010.8. Jethwany , jaishri , advertising management,2008.9. http://clearchanneloutdoor.com/assets/downloads/white-paper/how-ooh-ad10. http://www.ndmc.gov.in/services/Enforcement/Enforcement.pdf.

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http://aryasir.blogspot.in/http://aryasir.blogspot.in/http://www.adage/http://www.brightadvertising.com/http://www.brightadvertising.com/http://clearchanneloutdoor.com/assets/downloads/white-paper/how-ooh-adhttp://clearchanneloutdoor.com/assets/downloads/white-paper/how-ooh-adhttp://www.brightadvertising.com/http://www.adage/http://aryasir.blogspot.in/

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