Цель исследования - проанализировать европейский и западный опыт размещения наружной рекламы, выявить специфику обеспечения комфорта городской среды в условиях наличия наружной рекламы. Объект исследования – наружная реклама как элемент комфорта городской среды. Научная новизна состоит в разработке проекта по усилению комфортности городского пространства. Актуальным также является анализ особенностей воздействия наружной рекламы на поведение потребителей, потому как городская среда как в России, так и за рубежом, в особенности в крупных городах пронизана рекламой. Практическая значимость исследования заключается в применении авторских предложений по усилению комфортности городской среды и повышению внимания к наружной рекламе в городе. / The purpose of the study is to analyze the European and Western experience of outdoor advertising, to identify the specifics of ensuring the comfort of the urban environment in the presence of outdoor advertising. The object of the study is outdoor advertising as an element of comfort in the urban environment. The scientific novelty consists in the development of a project to enhance the comfort of urban space. It is also relevant to analyze the features of the impact of outdoor advertising on consumer behavior, because the urban environment both in Russia and abroad, especially in large cities, is permeated with advertising. The practical significance of the research lies in the application of the author's proposals to enhance the comfort of the urban environment and increase attention to outdoor advertising in the city.

The diploma theses Visual Media in the Urban Space deals with the issue of commercial visual media in the public space and the way they are incorporated to the city centers. I am focusing on that kind of media that invade the public space with the biggest force, such as billboards, bigboards, citylights, video screens, wraps, etc. The goal of the research is to compare the placement and the quantity of the out-of-home advertisements in the center of Prague and Barcelona. The research is done from the historical, cultural and geographical point of view (I am not going to investigate the visual messages from the semiotic point of view). I have chosen these two cities because they are the economic and cultural centers of the region and they have a very long history. Since these two cities are placed in the European cultural space and there are global agencies operating on the market I suppose there will be some parallels in the placement and appearance of the visual messages. My hypothesis is that most of the advertisements will be placed in the new-built neighborhoods and the historical centers will be less "visually polluted". Another hypothesis is that the public space in Prague will be filled more with aggressive media forms than the public space in Barcelona. According to my hypothesis there is...

This thesis deals with use of Information technology for analysis of exposure to advertising communications, focusing on outdoor advertising.In the theoretical part is a brief outline of the beginnings and development of advertising, its effects on people, whether it can change their consumption behaviour, its position in the modern world and the way new technology along with psychology can be used for its analysis. The second part gives insight in the practical research of effects of outdoor advertising on people. There is an approach of Eye Camera technology in praxis, preparation for research, problems solved in its course. Data obtained are both verbally and graphically interpreted.

The Out-of-home advertising media are far more expansive than they used to be, and the shape and format of these media globally, as well as in South Africa, have changed considerably over the past few decades. Until rather recently, the out-ofhome advertising media landscape consisted primarily of outdoor advertising or billboards; but these days, this has expanded to include other platforms, such as transit advertising media, street and retail furniture advertising media, and a wide variety of alternative out-of-home advertising media types. This proliferation of out-of-home advertising media, the scant research on out-of-home advertising media planning and the number of obstacles in the South African advertising- and media industry have emphasised the need for a clear understanding of the changing nature of out-of-home advertising media and the planning and integration thereof. No previous study has addressed the integration of different out-of-home advertising media platforms as part of an integrated marketing communication plan. Very little has been published on how out-of-home advertising media planning across platforms should actually be done, even more so in a developing country such as South Africa. It was therefore necessary to investigate this further, in order to propose a framework for guiding the planning and integration of out-of-home advertising media; and one that can be applied in the South African environment. The main aim of this study was to explore how experienced out-of-home advertising media specialists plan and integrate different out-of-home advertising media platforms, as part of an overall integrated marketing communication plan. This, together with an extensive investigation into the relevant literature, was then used to develop a framework for the planning and integration of out-of-home advertising media in South Africa. Purposive sampling was used to select ten out-of-home media specialists from within prominent media-only agencies, and out-of-home advertising media-specialist agencies in South Africa. The specialists selected were responsible for planning out-of-home advertising media strategies of several of the largest advertisers in South Africa. These advertisers included Coca Cola, Unilever, Brandhouse, Cadbury, Pantene, Pfizer, Vodacom, Cell C, MTN, Spar, Shoprite, KFC, ABSA, Standard Bank Nedbank, Visa, Sony, Virgin Active, Adidas, Green Cross, Kulula airlines, NuMetro and Eskom. In-depth interviews with these specialists were conducted, using a basic guiding framework or interview guide. Qualitative thematic analysis was applied to the transcribed interviews using the software program, ATLAS.ti. The qualitative findings revealed nine themes, related to three theoretical constructs, namely: the alignment of the out-of-home advertising media campaign with the overall integrated marketing communication plan; the planning of out-of-home advertising media; and the evaluation and research of out-of-home advertising media It was recommended that specialists who understand the requirements of coordination and integration on several levels should do the planning of out-of-home advertising media. These are firstly, the alignment between the out-of-home advertising campaign and the overall integrated marketing communication plan objectives; secondly, the co-ordination between the message strategy and an out-ofhome advertising media plan; and thirdly, the integration between different platforms and formats used in the out-of-home advertising media mix. To optimally achieve integration on all these different levels required vertical integration and communication between all the role-players involved: the advertisers, the advertising agency, the media agency and the out-of-home media specialists. Effective integrated out-of-home advertising media campaigns can no longer be treated as mere add-ons; they should be part of the planning right from the start. / Thesis (DCom)--University of Pretoria, 2012. / Marketing Management / DCom / Unrestricted

The transit shelter, the space where riders make the transition from open space to more controlled buses and trains, is in many cases the site of a public-private transaction. Here, government agencies contract private companies to build and maintain shelters in exchange for governmental allowance of advertising in these locations. This dual purpose—the shelter serves concurrently as protection for transit users and as a moneymaker—means the space is contested, with economic and social needs often at odds. Bus shelter advertising contracts (BSACs), increasingly operated by large corporations, have resulted in widespread networks of bus shelters; observing these renders processes of globalization—generally not visible at the street level—more legible. Drawing from case studies of Lyon, France, and Los Angeles and New Orleans, United States, this thesis describes successes and failures both in the implementation of bus shelter contracts and in the provision of public amenities via shelters.

Esta dissertação procura comparar a mídia exterior das cidades de São Paulo e Buenos Aires. Para tanto se vale de métodos e procedimentos interdisciplinares de duas grandes áreas: geografia e comunicação. O objeto de estudo é compreendido no contexto do desenvolvimento das cidades e, dessa forma são apresentados elementos mínimos sobre os processos de desenvolvimento urbano e posteriormente as principais questões relativas ao tema no período contemporâneo. Na cidade de São Paulo a mídia exterior foi proibida no ano de 2006 enquanto Buenos Aires, embora possua complexa legislação, apresenta grande quantidade de mídia exterior em sua paisagem. Ao analisar profundamente os tipos de painéis, as normas e os atores, se elencam os principais paradigmas contemporâneos sobre a temática nas cidades em questão. Relacionando essas questões de modo comparativo conclui-se que existem evidências que tanto as normas para existência quanto para inexistência da mídia exterior podem priorizar interesses pessoais, de grupos empresariais locais ou internacionais. Em São Paulo, sob o discurso da cidade limpa e em Buenos Aires sob a premissa da criação de uma zona de turismo a partir de uma região repleta de painéis em Led (Times Square Sul-americana) os governantes criam meios e métodos para validarem seus interesses. / The aim of this work is compare outdoor advertising of the cities of Sao Paulo (Brazil) and Buenos Aires (Argentina). For that relies on interdisciplinary methods and procedures of two major areas: geography and communication. The object of this study is understood the context of the development of cities and thus minimal elements are presented on the processes of urban development and subsequently main issues relating to the theme in the contemporary period. In Sao Paulo the outdoor advertising was banned in 2006 while Buenos Aires, even having a complex legislation, features lots of outdoor media in your landscape When you do a thorough analysis of the types of panels, the rules and characters, if we list the major paradigms in contemporary cities on the topic in question. Combining these issues in a comparative way it is concluded that there is evidence that both the rules for existence and for lack of outdoor media can prioritize personal interests, business groups locally and internationally. In São Paulo, the discourse of Cidade Limpa (clean city) and in Buenos Aires under the premise of creating a tourist area from a region full of Led panels (the Times Square of the South America) governments create means and methods to validate their interests.

Esta dissertação procura comparar a mídia exterior das cidades de São Paulo e Buenos Aires. Para tanto se vale de métodos e procedimentos interdisciplinares de duas grandes áreas: geografia e comunicação. O objeto de estudo é compreendido no contexto do desenvolvimento das cidades e, dessa forma são apresentados elementos mínimos sobre os processos de desenvolvimento urbano e posteriormente as principais questões relativas ao tema no período contemporâneo. Na cidade de São Paulo a mídia exterior foi proibida no ano de 2006 enquanto Buenos Aires, embora possua complexa legislação, apresenta grande quantidade de mídia exterior em sua paisagem. Ao analisar profundamente os tipos de painéis, as normas e os atores, se elencam os principais paradigmas contemporâneos sobre a temática nas cidades em questão. Relacionando essas questões de modo comparativo conclui-se que existem evidências que tanto as normas para existência quanto para inexistência da mídia exterior podem priorizar interesses pessoais, de grupos empresariais locais ou internacionais. Em São Paulo, sob o discurso da cidade limpa e em Buenos Aires sob a premissa da criação de uma zona de turismo a partir de uma região repleta de painéis em Led (Times Square Sul-americana) os governantes criam meios e métodos para validarem seus interesses. / The aim of this work is compare outdoor advertising of the cities of Sao Paulo (Brazil) and Buenos Aires (Argentina). For that relies on interdisciplinary methods and procedures of two major areas: geography and communication. The object of this study is understood the context of the development of cities and thus minimal elements are presented on the processes of urban development and subsequently main issues relating to the theme in the contemporary period. In Sao Paulo the outdoor advertising was banned in 2006 while Buenos Aires, even having a complex legislation, features lots of outdoor media in your landscape When you do a thorough analysis of the types of panels, the rules and characters, if we list the major paradigms in contemporary cities on the topic in question. Combining these issues in a comparative way it is concluded that there is evidence that both the rules for existence and for lack of outdoor media can prioritize personal interests, business groups locally and internationally. In São Paulo, the discourse of Cidade Limpa (clean city) and in Buenos Aires under the premise of creating a tourist area from a region full of Led panels (the Times Square of the South America) governments create means and methods to validate their interests.

<p>Marketing has changed a lot the past decade. New modern marketing channels have been developed and marketing have become more effective. This has affected the expectations advertisers have on advertising channels. One thing advertisers increasingly expect is to be able to efficiently measure the result of advertising, the ROI. A method for measuring ROI of digital signage is in focus in this study. The measurement is enabled by a combination of digital signage and mobile advertising. First a consumer is exposed to digital signage encouraging SMS interaction in order to receive an electronic voucher entitling the consumer to a discount. If the voucher is used, revenues can be linked to a specific campaign and ROI can be calculated. The study focus on measuring the tendency consumers have to interact through SMS when they get exposed to relevant advertising and the tendency they have to use the voucher that is sent to them as a result of the interaction.  The question is how efficient this method is for measuring ROI. In order to bring clarity to the issue, I conducted a quantitative survey using an online self completion questionnaire as measurement tool. It was distributed through e-mail among students at the College of Management at National Taiwan University. Furthermore, I have chosen a deductive approach, my epistemological position is positivism and I therefore utilize the scientific model conducting my research. My ontological position is objectivism meaning that I believe reality is independent of social actors.</p><p>The empirical data collected showed that the method in focus have great potential in working efficient for measuring ROI of digital signage. The general tendency to interact through SMS was high, on average 82.3% of the respondents would interact through SMS when getting exposed to relevant advertising. In addition, 96.5% of those would also use the voucher sent to them, enabling ROI calculations.</p><p>It was presumed that the digital signage advertising was relevant to such an extent to the consumer getting exposed to it, that he/she already had a purchase intention of the product/service which the advertising regarded. This should be remembered when evaluating the results. Nevertheless, if advertisers succeed in reaching out with relevant advertising enough, the findings in this study indicates that the method is an efficient tool to use for ROI calculations of digital signage.</p><p> </p>

Marketing has changed a lot the past decade. New modern marketing channels have been developed and marketing have become more effective. This has affected the expectations advertisers have on advertising channels. One thing advertisers increasingly expect is to be able to efficiently measure the result of advertising, the ROI. A method for measuring ROI of digital signage is in focus in this study. The measurement is enabled by a combination of digital signage and mobile advertising. First a consumer is exposed to digital signage encouraging SMS interaction in order to receive an electronic voucher entitling the consumer to a discount. If the voucher is used, revenues can be linked to a specific campaign and ROI can be calculated. The study focus on measuring the tendency consumers have to interact through SMS when they get exposed to relevant advertising and the tendency they have to use the voucher that is sent to them as a result of the interaction.  The question is how efficient this method is for measuring ROI. In order to bring clarity to the issue, I conducted a quantitative survey using an online self completion questionnaire as measurement tool. It was distributed through e-mail among students at the College of Management at National Taiwan University. Furthermore, I have chosen a deductive approach, my epistemological position is positivism and I therefore utilize the scientific model conducting my research. My ontological position is objectivism meaning that I believe reality is independent of social actors. The empirical data collected showed that the method in focus have great potential in working efficient for measuring ROI of digital signage. The general tendency to interact through SMS was high, on average 82.3% of the respondents would interact through SMS when getting exposed to relevant advertising. In addition, 96.5% of those would also use the voucher sent to them, enabling ROI calculations. It was presumed that the digital signage advertising was relevant to such an extent to the consumer getting exposed to it, that he/she already had a purchase intention of the product/service which the advertising regarded. This should be remembered when evaluating the results. Nevertheless, if advertisers succeed in reaching out with relevant advertising enough, the findings in this study indicates that the method is an efficient tool to use for ROI calculations of digital signage.

This thesis deals with the analysis of the pricing environment of the OOH advertising media market in the Czech Republic. The theoretical part introduces the concept of marketing communication, but also touches upon advertising as such, including a description of different types of traditional mass media and their role in society. Furthermore, this thesis focuses on a specific communication channel - outdoor advertising. It presents its history, development, planning process and trends. The thesis describes the different types of formats offered on the Czech market, including innovative and alternative ones, but also presents the current problems and limitations associated with this media type. Nevertheless, advertisers are currently investing significant sums in standard OOH advertising formats and suppliers are trying to collect increasingly accurate data to increase the effectiveness of this communication channel. The supply of outdoor advertising operators in the Czech market is concentrated in a few large players. The specific demand and offer of OOH advertising suppliers is presented in the practical part of the thesis in parallel with the offer of the contacted media agencies. In this part, it is analysed and evaluated how the outdoor advertising market reacts in terms of price to the...