Viena iš plačiai paplitusių reklamos rūšių yra išorinė arba lauko reklama, kuri pasiekia plačią auditoriją. Lauko reklama veikia vartotoją per jo pažinimą, emocijas ir elgesį. Atsižvelgiant į šias dimensijas, reklamos taikomos įvairioms auditorijoms, jas veikiant įvairiais būdais. Problemos ištyrimo lygis. Nuolat kintančioje aplinkoje reklamos industrijos problematika yra aktuali, nes suteikia galimybę didinti įmonių pardavimus bei plėsti paslaugų spektrą. Tačiau labai sudėtinga išmatuoti poveikį, todėl šiame darbe bus vertinamas lauko reklamos poveikis vartotojui. Reklamos teorinius aspektus nagrinėjo L. Markauskas (2008), D.L. Wilcox (2007), L. Šliburytė (2007), T. Yeshin (2006), B. Čereška (2004), G. J. Tellis (2004), D. Jokubauskas (2003), S. Vaitiekus (2002), R. Mažeikaitė (2001) ir kt. Darbo objektas. Lauko reklamos poveikis vartotojui. Darbo tikslas. Teoriniais aspektais išanalizuoti reklamos poveikį bei įvertinti lauko reklamos poveikį Kauno miesto vartotojams. Darbo uždaviniai. 1. Atlikti reklamos poveikio teorinę analizę. 2. Atskleisti lauko reklamos specifiką. 3. Išanalizuoti Lietuvos ir užsienio autorių atliktus reklamos poveikio vertinimo tyrimus ir parengti tyrimo modelį. 4. Įvertinti lauko reklamos poveikį Kauno miesto vartotojams. Reklamos veikia vartotoją per jo pažinimą, emocijas ir elgesį. Atsižvelgiant į šias dimensijas, reklamos taikomos įvairioms auditorijoms, jas veikiant įvairiais poveikio būdais. Lauko reklama labiausiai veikia Kauno miesto vartotojus... [toliau žr. visą tekstą] / Relevance. Outdoor advertising is one of the most common advert types. It’s influence reaches a wide audience. Outdoor advert affects consumer through his emotions, knowledge and behavior. Considering these dimensions, outdoor adverts created for diversity of consumer profiles, while using different appliances Object. Outdoor advertising and the way it affects consumer. Purpose. Analyze the effects of Advert and Outdoor advertising on Kaunas city consumers by using theoretical aspects. Tasks: • Perform a theoretical analysis on Advertising effects. • Discover outdoor advertising specifics • Analyze advertising impact researches made by local and foreign authors and create and prepare the research model • Evaluate the effect of outdoor advertising in Kaunas. Research methods: related science literary analysis, comparable analysis, questionnaire analysis. Research results: The first chapter discusses the advert impact on consumer and Outdoor advertising specifics. Second chapter analyzes advertising impact researches by local and foreign authors. Outdoor advertising impact on consumer research model is prepared also. Third chapter bases outdoor advertising impacts on Kaunas city consumers, research methodic. With appliance of questionnaire analysis method, the conclusion is made that Advertising is essential for consumer because it provides vital information about existence of various products and services. One of the key points that encourages consumer to buy occurs to be the... [to full text]

For several years the author has viewed with interest the various kinds of outdoor signs. College courses in advertising art and advertising procedure, as well as practical experience in the advertising field, have increased his interest in this fascinating business and prodded him on to further investigation. With the desire to extend his knowledge of outdoor advertising and to pass on the body of his research to others who find it useful, the author has undertaken this study.

Please read the abstract in the section 00front of this document / Dissertation (M Landscape Architecture)--University of Pretoria, 2007. / Architecture / M(Landscape Architecture) / unrestricted

Thesis (M. A.)--University of Canterbury, 2006. / Typescript (photocopy). Includes bibliographical references (leaves 150-164). Also available via the World Wide Web.

The thesis examines attitudes towards outdoor advertising, with strong emphasis on gender-based differences. The research intends to reveal the most influencing factors, including gender, format, different images and recall. Earlier researchers have argued that females are inclined to rate advertisements more positively than men. Five different, but interconnected studies, one content analysis and four surveys, were implicated in order to measure the responses to advertising. It is further suggested that positive attitude towards outdoor advertising affects the purchase intent. The theme of sexualised advertising is also discussed within this research. After detailed examination of the advertisements in the centre of St. Petersburg it was concluded that females’ rating is considerably more positive compared to males in the situation of high processing opportunity. However, men were more positive when respondents were asked about more general attitudes to outdoor advertising. Recall of advertising was studied within the field settings and showed that women indeed demonstrate better visual memory. Such factors as format, content were proved to have influence on the recall. In addition, different visual preferences were tested within one study. The findings prove that gender differences in perception of outdoor advertising do exist and should be taken into consideration by advertisers in order to raise the effectiveness of advertising campaigns.

O presente estudo aborda a espacialidade das formas de publicidade no espaço urbano da cidade de São Paulo nos primeiros anos do século XXI. Nossa problemática compreende elencar questões que demonstram a maneira pela qual as formas de publicidade se metamorfoseiam mesmo quando existe ampla restrição legal, bem como suas respectivas consequências. Como combustível do sistema capitalista, a publicidade e mais especificamente seus arautos: as mídias se inserem de modo cada vez mais crescente no cotidiano das sociedades amparadas no advento das técnicas e no modo de vida urbano. Os investimentos em mídia são mensurados em função da audiência. Desta forma, as particularidades de cada tipo de mídia são consideradas e avaliadas para se obter o Retorno Sobre Investimento (ROI)1. O capital para investimentos em publicidade exterior não evaporou quando ocorreu em São Paulo a proibição das formas tradicionais de veiculação publicitária, a partir da implementação da Lei Cidade Limpa2 no ano de 2006. Ao contrário, observamos que esse capital migrou para outras formas de publicidade (outras mídias concorrentes tais como a TV, jornal e internet, por exemplo), ou destinou-se a subsidiar a livre iniciativa dos empresários deste meio a proporem formas alternativas de publicidade exterior. No bojo dessas mudanças observa-se a conivência do poder público para a formação de monopólios a partir das formas regulamentadas; a ampliação da mídia em espaços privados de grande circulação como, por exemplo, nos meios de transporte, shopping centers e pontos de venda; o avanço de iniciativas de alto valor agregado, em virtude da excepcional ausência de publicidade de forma discreta ou travestida; além das formas de privatização do espaço público através dos termos de cooperação que preveem a zeladoria e manutenção de equipamentos públicos em troca de publicidade in loco ou na ampla divulgação gratuita dessas iniciativas atrelando marcas dos mecenas. O contexto atual possibilita a capitalização de formas simbólicas de poder, por parte dos atores sociais envolvidos na limpeza ou melhoria da paisagem, em virtude das narrativas em prol do embelezamento da cidade, uma vez que a temática não encontra contraposição na sociedade. Este modelo ganha fama mundial, e a cidade como um todo se transforma em laboratório de iniciativas, onde as benesses preconizadas ocorrem sob o preço da transformação da publicidade em espaço parametrizado (mas não fiscalizado) para outras formas, discretas, mas não menos eficazes e dotadas de espacialidades variadas. / The present study approaches the spatiality of the forms of advertising in the urban space of the city of São Paulo in the first years of the 21st century. Our problematic includes questions that demonstrate the way in which forms of advertising metamorphose even when there is ample legal restriction, as well as its consequences. As a fuel for the capitalist system, advertising - and more specifically its heralds: the media - is increasingly inserted in the daily life of societies supported by the advent of techniques and urban life. Media investments are measured by the audience. In this way, the particularities of each type of media are considered and evaluated for Return on Investment (ROI). The capital for investments in outdoor advertising did not evaporate when the prohibition of traditional forms of advertising advertising took place in São Paulo, following the implementation of the Clean City Law in 2006. On the contrary, we observed that this capital migrated to other forms of advertising (other competing media such as TV, newspaper and internet, for example), or was intended to subsidize the free initiative of entrepreneurs of this medium to propose alternative forms of outdoor advertising. In the midst of these changes one observes the connivance of the public power for the formation of monopolies from the regulated forms; the expansion of the media in private spaces of great circulation as, for example, in the means of transport, malls and points of sale; the advance of initiatives of high added value, due to the exceptional absence of publicity in a discreet or travestida form; besides the forms of privatization of the public space through the terms of cooperation that provide for the janitorial and maintenance of public equipment in exchange for publicity in loco or in the wide free dissemination of these initiatives, attaching brands of the \"patrons\". The current context allows the capitalization of symbolic forms of power by the social actors involved in the \"cleaning\" or improvement of the landscape, due to the narratives in favor of the beautification of the city, since the theme does not find a contraposition in the society. This model gains worldwide fame, and the city as a whole is transformed into a laboratory of initiatives, where the favors demanded come under the price of transforming advertising into a parameterized (but not controlled) space for other discrete but not less effective forms of advertising. endowed with varied spatiality.

Electronic digital billboards (Digital Signage).With the enhancement of market acceptance and concern by the industry, the manufacturers see that as a new market. In fact, digital signage is a new concept, in order to change the way for media management. In this study, we start our research for the panel manufacturers and industrial computer(IPC)manufacturers to explore the products and status of the industry, and analysis of industry competition and the current literature review and interviews with companies to understand the digital signage industry that how to combine techniques to achieve dimensional transportation network Focus Media's business model. In this study, industry analysis and strategy theory with relevant industry news, interviews by case companies in order to provide management and development of this industry reference, can be found with the following conclusions: 1. Outdoor media business and the new choice: to make broadcast media, the effect can be segmented and re-positioning traditional advertising model of profit-sharing and profit-making. 2. Through the integration of Internet and computer technology: electronic billboard advertising from the traditional master-slave relationship with the audience becoming the development of relations between the evolution of interactive 3. Industry can combine the information through a variety of service components in order to create added value. 4. Through the provision of technical cooperation and strategic cooperation has become the key to advancing industrial development.

A representative body such as a trade union, workplace forum or an organisation that specifically handles disputes that may arise from unilateral decisions that are taken by employers in the billboard industry that affect the salespeople could, go a long way to improve the working conditions of these people. There is, however, no such an organisation that exists currently to protect workers in this industry. This poses the question whether salespeople in the industry would want to see the formation of such a union and whether or not they would join such a union. Another question that needs to be answered is whether adhering to the culture of the organisation and respecting the values and ethical behaviour of the organisation would prevent managers from making unilateral labour related decisions that affect salespeople negatively and eliminate the need for the formation of a trade union. To achieve this objective, exploratory research methods were used to learn more about the problem identified. Through interviews (qualitative research) with salespeople and managers in the billboard industry the attitudes of these groups were tested regarding the above objective. Findings and recommendations were that: Salespeople in the outdoor advertising industry believe that there is a need for the formation of a trade union for sales people; therefore, the formation of such a union should be further explored and considered. Salespeople also believe that regardless of ethical behaviour by their employers there is still a need for a trade union that could assist them in getting benefits such as medical aid benefits and pension fund. Sales managers in the industry however, believe that there is no need for the formation of a trade union for salespeople as long as they behave in an ethical and fair manner toward their sales staff. / Thesis (M.B.A.)--North-West University, Vaal Triangle Campus, 2010.

A representative body such as a trade union, workplace forum or an organisation that specifically handles disputes that may arise from unilateral decisions that are taken by employers in the billboard industry that affect the salespeople could, go a long way to improve the working conditions of these people. There is, however, no such an organisation that exists currently to protect workers in this industry. This poses the question whether salespeople in the industry would want to see the formation of such a union and whether or not they would join such a union. Another question that needs to be answered is whether adhering to the culture of the organisation and respecting the values and ethical behaviour of the organisation would prevent managers from making unilateral labour related decisions that affect salespeople negatively and eliminate the need for the formation of a trade union. To achieve this objective, exploratory research methods were used to learn more about the problem identified. Through interviews (qualitative research) with salespeople and managers in the billboard industry the attitudes of these groups were tested regarding the above objective. Findings and recommendations were that: Salespeople in the outdoor advertising industry believe that there is a need for the formation of a trade union for sales people; therefore, the formation of such a union should be further explored and considered. Salespeople also believe that regardless of ethical behaviour by their employers there is still a need for a trade union that could assist them in getting benefits such as medical aid benefits and pension fund. Sales managers in the industry however, believe that there is no need for the formation of a trade union for salespeople as long as they behave in an ethical and fair manner toward their sales staff. / Thesis (M.B.A.)--North-West University, Vaal Triangle Campus, 2010.

Outdoor advertising constitutes a part of the public space and as such it affects all inhabitants. Outdoor advertising causes several negative effects, such as traffic hazard or visual pollution. Therefore, it raises a requirement for its effective regulation. The thesis analyzes the current state of regulation of outdoor advertising in the Czech Republic and focuses primarily on advertising alongside the roads and on advertising in Prague. It deals with advertising from a marketing point of view, its role in society and the economic theories and approaches to advertising. Next, the thesis presents the specifics and forms of outdoor advertising, and also negative effects which are associated with it. Last, it analyzes legislative and institutional framework of regulation of outdoor advertising and describes its problematic areas. To evaluate the current state of regulation, an own empirical research was conducted using the method of questionnaires and personal interviews.