Made available in DSpace on 2015-03-26T13:28:11Z (GMT). No. of bitstreams: 1 texto completo.pdf: 4625552 bytes, checksum: 1d78a0ca99fd5b13dc90107ef8ea9c3e (MD5) Previous issue date: 2012-06-22 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This study aims to evaluate the altimetric accuracy of Digital Surface Models - DSM and generation of a DSM composed using scene taken by PRISM Sensor - Panchromatic Remote Sensing Instrument for Stereo Mapping (viewing directions Backward, Forward and Nadir) which is located aboard the ALOS satellite (Advanced Land Observing Satellite). The Toutin Model is used to perform on the realization of geometric correction of images, were that took into account the influence of the number of control points and tie points for generation of DSMs. There were generated 54 models divided into four tests which look forward to determinate the minimum number of tie points to be used for the generation of DSM (test 01), the adequacy of the methodology proposed by IBGE (2009) for the region studied, whose relief has different characteristics employed by this agency (test 02), the influence of increasing the number of control points on the altimetric quality DSMs (test 03) and the effect of the combination of the three viewing directions behavior and the use of different strategies of correlation between images and spatial resolution of the models in the final products accuracy (test 04). The DSM derived from each test were evaluated by use of the Decree-Law 89.817/1984 and those which recieved better ratings were submitted to a local analysis, where it was investigated the behavior of the altitude values using the PEC for an area located in Viçosa and a empirical analysis was employed, in order to verify the behavior of pixels located regions that had shades of vegetation and cloud shadows using for that the correlation coefficient of epipolar pairs generated for each DSM besides conducting analysis of the effects of slope on the quality altimetric using as base the correlation coefficient. The DSMs that showed better results after the use of all these tests were used for the orthorectification of the Nadir scene and orthoimages, were evaluated globally using the PEC and the local way, in order to verify the influence of radiometric resolution on the vectorization of orthoimage. The DSM used for orthorectification also underwent a final examination, which took place a refinement in their altitude values by employing the Koppe s Formula modified by Kraus (2004) that takes into account the influence of slope and the scale factor when taken on the scenes of aerial images which led to a Composed DSM consisted of all pixels that presented a lower standard deviation. The results revealed that the PRISM sensor allows to obtain DSMs of consistent standards for the National Mapping Scale 1:25.000, with the need to use a minimum number of seven control points associated with twelve tie points and use of viewing directions Backward x Nadir for the generation of models. The increase in the number of control points to perform the correction using the geometric Toutin model did not bring significant improvements to the quality of altimetric DSMs evaluated, although they showed the best results were those that used 60 control points in their generation. The methodology proposed by IBGE (2009) proved to be applicable to regions with similar characteristics to those studied in this work, although there is a need for testing in areas with similar characteristics studied. Using the Koppe s Formula modified was satisfactory, allowing to associate in a single DSM the lowest indicative altimetric errors found for the altimetric component, and the results were superior to the other models evaluated. The orthoimages obtained are classified in Class A of the Decree-Law for the scale of 1:25.000, however due to the low radiometric resolution of the scenes PRISM (8 bits) the extraction process of physical elements, especially in urban areas, become difficult to interpret. / O presente trabalho tem como objetivo a avaliação da acurácia altimétrica de Modelos Digitais de Superfície (MDSs) e geração de MDSs compostos, utilizando a cena tomada pelo Sensor PRISM - Panchromatic Remote Sensing Instrument for Stereo Mapping no modo triplet (visadas Backward, Nadir e Forward) que se encontra a bordo do Satélite ALOS (Advanced Land Observing Satellite). Para realização da Correção Geométrica das imagens foi empregado o Modelo de Toutin. Foram gerados 54 MDSs divididos em quatro testes, que procuraram verificar o número mínimo de pontos de ligação a serem utilizados para geração de cada MDS, a adequação da Metodologia proposta por IBGE (2009) a uma região, cujo relevo possui características diferentes da estudada por este órgão, a influência do aumento do número de pontos de controle na qualidade altimétrica dos MDSs e a combinação das três visadas associadas ao uso de diferentes estratégias de correlação entre imagens e resolução espacial dos modelos. Os MDSs resultantes de cada teste foram avaliados através do emprego do Decreto-Lei 89.817/1984 que institui o Padrão de Exatidão Cartográfica PEC e aqueles que obtiveram melhor classificação foram submetidos a uma análise local, onde se verificou o comportamento dos valores de altitude empregando o PEC para uma área situada no município de Viçosa, bem como realizada uma análise empírica, com a finalidade de verificar o comportamento dos pixels situados em regiões que apresentavam sombras da vegetação e sombras de nuvens, utilizando para isso, o coeficiente de correlação dos pares epipolares gerados para cada MDS, além da realização de análise dos efeitos da inclinação do terreno sobre a qualidade altimétrica tomando como base o coeficiente de correlação. Os MDSs que apresentaram melhores resultados após emprego dos quatro testes foram utilizados para a ortorretificação da cena Nadir e as Ortoimagens resultantes foram avaliadas de maneira global empregando o PEC e de maneira local, onde verifIcou-se a influência da resolução radiométrica na vetorização da Ortoimagem. A última análise consistiu na realização de um refinamento nos valores de altitude dos MDSs que apresentaram melhor classificação, através do emprego da Fórmula de Koppe modificada por Kraus (2004), que leva em consideração a influência da declividade e do fator de Escala sobre as cenas quando tomadas de imagens aéreas. Esta Fórmula foi adaptada para uso em uma imagem orbital e utilizada no intuito de se obter um indicativo da localização do erro altimétrico sobre cada MDS, onde se gerou um novo modelo, denominado MDS Composto. Os resultados obtidos permitiram constatar que o sensor PRISM permite a obtenção de MDSs compatíveis as normas da Cartografia Nacional para a Escala de 1:25.000, havendo a necessidade de utilização de um número mínimo de sete pontos de controle associados a doze pontos de ligação e o uso das visadas Backward x Nadir (que apresentaram os melhores resultados) para a geração dos Modelos. O aumento do número de pontos controle para realização da correção geométrica empregando o Modelo de Toutin não trouxe melhorias significativas aos MDSs avaliados, embora os que apresentaram melhores resultados foram aqueles que utilizaram 60 pontos de controle em sua geração. A Metodologia proposta por IBGE (2009) se mostrou aplicável a regiões com características semelhantes à estudada neste trabalho, embora exista a necessidade de realização de testes em áreas com características semelhantes à estudada. O uso da Fórmula de Koppe modificada se mostrou satisfatório, permitindo associar em um único MDS os valores de altitude que apresentam o menor indicativo de erro encontrado para a componente altimétrica, sendo que os resultados obtidos através do emprego desta Equação foram superiores aos demais Modelos avaliados. As ortoimagens obtidas se enquadraram na Classe A do PEC para a escala de 1:25.000, contudo devido à baixa resolução radiométrica das cenas PRISM (8 bits) o processo de extração de elementos físicos, principalmente em áreas urbanas tornaram-se de difícil interpretação.

The purpose of the following report is to account for and summarize the authority and tasks that municipalities, authorities and contractors have in the implementation of temporary traffic diversions. In addition to this, the cooperation between all actors has also been investigated with the aim of finding out what types of routines and potential tools are used in connection with the work. The implementation of the report is based on a qualitative study, for which relevant people with different tasks have been interviewed or answered questionnaires. Furthermore, governing documents for relevant parties have been studied with the intention of describing the requirements that apply to work adjacent to or on the road. The results have subsequently been compiled in an account of the work parties' tasks, views and suggestions for improvement. In this it appears that the road maintenance authorities have an examinative responsibility and has the authority to approve the work carried out on its behalf. For and in particular all road works, of which the diversion is a part, traffic device plans must also be drawn up and describe solutions for traffic-related problems. These are the tasks of the executing contractor to draft with regard to the requirements of the road maintenance authority. It also appears that the majority of the interviewees consider the cooperation to be satisfactory, but state how interpretation of the governing documents can result in conflicts between the parties. In addition, significant differences for the systems used in the coordination can be noted for each municipality and authority.

[ES] Las eventualidades laborales ocasionan pérdidas significativas en los ámbitos social y económico, con irreparables. La falta de conocimientos adecuados y la conciencia insuficiente acerca de los riesgos son factores clave vinculados a comportamientos inseguros y accidentes laborales.La señalización de seguridad desempeña un papel crucial como instrumento informativo, aunque en ocasiones no sea percibida durante un accidente. Los avances tecnológicos abren la posibilidad de mejorar significativamente este tema sin incurrir en costos económicos excesivos. Esta tesis investiga el uso de avances tecnológicos como herramienta para optimizar el comportamiento humano en situaciones de riesgo. Su propósito es fomentar la conducta adecuada en situaciones críticas mediante tecnologías digitales, proponiendo enfoques metodológicos innovadores para la formación. Las hipótesis iniciales son las siguientes: (1)El uso de herramientas tecnológicas como la realidad virtual inmersiva, variables de señalización de seguridad, juegos serios y la manipulación de emociones impacta positivamente, enriquece y mejora la formación en seguridad y prevención de riesgos laborales; (2) La inclusión de variables tecnológicas en la señalización de seguridad en entornos estresantes puede mejorar su eficacia y percepción; (3) El perfil y la experiencia del usuario pueden influir en su comportamiento en seguridad, y esta relación afecta a la percepción de las señales. Se proponen tres líneas de investigación principales: (1)Evaluar la señalización de seguridad, su naturaleza y sus cambios recientes; (2)Evaluar el perfil etnográfico y las características del usuario que pueden influir en su comportamiento, correlacionando emociones, experiencia, satisfacción y señalización para mejorar la prevención del riesgo; (3) Probar la usabilidad, experiencia emocional y motivación de los juegos serios inmersivo-virtuales y las variables de señalización, evaluando los resultados obtenidos. El desarrollo de la tesis consta de cuatro etapas: (1) Revisión de literatura; (2) Aplicación de la metodología de co-creación para el diseño del entorno de realidad virtual; (3) Estudio mixto con especialistas y(4) Estudio cuantitativo con usuarios. La revisión bibliográfica identificó la investigación previa en el tema, explorando la relación entre tecnologías digitales y educación, nuevas tecnologías y señales de seguridad, comportamiento humano en entornos estresantes y realidad virtual en relación con las emociones. Este análisis orientó la dirección del trabajo de la tesis. Se llevó a cabo un estudio cuantitativo en un entorno virtual, evaluando el impacto de las tecnologías en diferentes perfiles de usuario. Se observó mayor atención en usuarios exploradores, resaltando la importancia de la interactividad para abordar los peligros de manera realista, aspecto valorado positivamente por los participantes. A partir de los experimentos, se concluye que las variables de señalización influyen en su percepción en el entorno, y la disposición adecuada genera mayor recuerdo. En cuanto al comportamiento, la señalización dinámica puede generar atención similar a la visualización del peligro. Respecto al recuerdo, la toma de decisiones recurrente es más eficaz que la ejecución de una tarea en respuesta a una señal de obligación, siendo valioso para la formación en prevención de riesgos y alineado con la metodología constructivista. La imagen muestra su relevancia en la comunicación, ya que la mayoría de los usuarios se enfocaron en el pictograma del cartel, considerando las limitaciones de tiempo. Entre las contribuciones principales, destaca el desarrollo de un entorno virtual inmersivo para mejorar el comportamiento del usuario en situaciones de riesgo y evaluar el impacto de elementos novedosos en la señalización. Se ha creado un protocolo para el diseño de señales de seguridad y para el diseño de entornos virtuales gamificados con fines formativos en prevención de riesgos laborales. / [CA] Aquesta tesi aborda l'aplicació dels avenços tecnològics com a eines per millorar el comportament humà davant situacions de risc. L'objectiu és fomentar la conducta adequada mitjançant l'ús de tecnologies digitals, introduint conceptes metodològics innovadors per a la formació. Les hipòtesis inicials són les següents: (1) La utilització d'eines tecnològiques com la realitat virtual immersiva, variables de senyalització, jocs seriosos i la manipulació d'emocions enriqueix i millora la formació en seguretat laboral; (2) La incorporació de variables tecnològiques en la senyalització de seguretat en entorns estressants pot augmentar la seva eficàcia i percepció; (3) El perfil i l'experiència de l'usuari poden influir en el seu comportament en matèria de seguretat, afectant, alhora, la percepció de les senyals. Es plantegen tres línies principals d'investigació: (1) Avaluar la senyalització de seguretat, la seva naturalesa i els seus canvis recents; (2) Avaluar el perfil etnogràfic i les característiques de l'usuari que poden influir en el seu comportament, establint correlacions entre emocions, experiència, satisfacció i senyalització per millorar la prevenció del risc; (3) Provar la usabilitat, l'experiència emocional i la motivació dels jocs seriosos immersius-virtuals i les variables de senyalització, avaluant els resultats obtinguts amb el seu ús. El desenvolupament de la tesi consta de quatre etapes principals: (1) Revisió sistemàtica de la literatura; (2) Aplicació de la metodologia de co-creació per al disseny de l'entorn de realitat virtual; (3) Estudi mixt amb especialistes i (4) Estudi quantitatiu amb usuaris. La revisió bibliogràfica va permetre explorar treballs previs relacionats amb l'àmbit de la tesi i identificar noves contribucions per orientar el treball. La co-creació, amb tècniques de "design jam", va conduir al desenvolupament d'un model de simulació d'accidents immersiu, que permet a l'usuari abordar diverses configuracions d'experiències amb càrrega cognitiva similar a la d'un accident sense causar-li perjudicis. La tercera fase, un estudi mixt amb professionals, va indicar que els avenços tecnològics poden millorar el comportament dels usuaris i proporcionar informació per a l'optimització de l'entorn en diferents escenaris i amb diferents perfils d'usuaris. Finalment, l'estudi quantitatiu va confirmar l'impacte positiu de les tecnologies aplicades, amb millor atenció en usuaris amb perfil explorador. En aquesta fase, es va ressaltar la importància de la interactivitat, destacant la capacitat de fer front als perills de manera similar a la realitat com un dels aspectes més ben valorats de l'experiència. Els experiments van concloure que les variables de la senyalització influeixen en la seva percepció, amb la disposició adequada que genera un major record. Pel que fa al comportament, la senyalització dinàmica pot induir un nivell d'atenció similar a la visualització del perill. Quant al record, es va observar que una acció de presa de decisions recurrents és més eficaç que l'execució d'una tasca en resposta a una senyal d'obligació. Aquest resultat és valuós per a la formació en prevenció de riscos i concorda amb la metodologia constructivista. La imatge, un cop més, va demostrar la seva rellevància en el procés de comunicació, ja que la majoria dels usuaris es van centrar exclusivament en els pictogrames del cartell, tenint en compte les limitacions de temps. Com a contribucions destacades, s'ha desenvolupat un entorn virtual immersiu vàlid per millorar el comportament de l'usuari en situacions de risc i avaluar els impactes d'elements innovadors / [EN] Accidents can result in significant social and economic losses, with severe and irreparable consequences. The primary causes of unsafe behaviors and, frequently, ensuing workplace accidents stem from a lack of adequate knowledge and low risk awareness.Safety signals serve as tools to communicate hazards when they cannot be eliminated. However, they are often not visualized at the time of an accident. Technological advancements are enabling various enhancements in the approach to these courses, without incurring excessively high economic costs. This thesis explores the use of technological advances as a tool to enhance human behavior in risky situations. It aims to promote correct behavior in critical conditions through the use of digital technologies for training, proposing an innovative methodological concept for effective training. The initial hypotheses are as follows: (1)The utilization of immersive virtual reality technology, safety signaling variables, serious games, and emotional manipulation positively impacts, enriches, and enhances Safety and Occupational training; (2)The incorporation of technological variables in safety signaling within stressful environments can improve their efficiency and perceptibility; (3) User's profile and experience can influence their behavior concerning safety, and this relationship, in turn, affects the perception of signals. Three main lines of research are proposed: (1) Evaluate security signage, its nature, and recent changes; (2)Evaluate the ethnographic profile and user characteristics that may influence behavior (user, technological, emotional, and cognitive profile). Determine the correlation between emotions, experience, satisfaction, and signaling to improve risk prevention; (3)Test the usability, emotional experience, and motivation of immersive virtual serious games and signaling variables. Evaluate the results obtained with their use. The thesis development occurred in four main stages: (1)Literature review;(2) Application of the co-creation methodology for the design of the Virtual Reality environment used in the experimental part; (3)Mixed study with specialists, and(4)Quantitative study with users. The literature review provided an in-depth understanding of previous works related to the thesis's scope, guiding the thesis work. Co-creation involved the use of design jam techniques. Consequently, an immersive accident simulation model was developed, enabling users to engage in various cognitive load experiences similar to those of an accident without causing harm. The third phase comprised a mixed study with professionals, indicating the potential for technological advances to improve user behavior and provide insights for model optimization in different scenarios and user profiles. In the final phase, a quantitative study verified the impact of applied technologies on different users, highlighting better attention in explorer gamer profiles. Interactivity's importance was evident, with action to solve dangers in VR recognized as the optimal experience. Furthermore, the experiments revealed that signage variables influence perception, and the most appropriate disposition generates better recall. In terms of behavior, dynamic signaling can induce a level of attention similar to hazard visualization. Regarding recall, the perception that recurrent decision-making is more effective than executing a task in compliance with mandatory signs was noted.The image once again demonstrated its high relevance in the communication process, as a significant portion of users focused solely on the pictograms on the poster, considering time constraints. Among the primary contributions, an immersive virtual environment has been developed to improve user behavior in risky situations and evaluate the impacts of signaling. Additionally, a protocol has been established for the design and implementation of safety signs and the creation of gamified virtual environments for training purposes. / Ferreira Cavalcanti, J. (2024). Un enfoque neuroeducativo en la integración de tecnologías de realidad virtual en el desarrollo de juegos serios: caso de estudio en el ámbito de la seguridad y prevención de riesgos laborales [Tesis doctoral]. Universitat Politècnica de València. https://doi.org/10.4995/Thesis/10251/202753

Os parques urbanos Sul-Americanos guardam reminiscências históricas e culturais cristalizadas em seus espaços naturais, nos monumentos e obras erigidas. A mensagem resultante desse universo visual pode ser utilizada para transmissão de conhecimento acerca do patrimônio local, mas requer um meio eficiente de comunicação para transformar esse potencial em informação clara e precisa, para entendimento e consumo dos usuários. Conforme constatado na analise dos projetos de sinalização visual ambiental do Parque Estadual Serra da Cantareira em São Paulo (Brasil), Güirã-Oga em Misiones, (Argentina) e Jardim Botânico no Rio de Janeiro (Brasil), os sistemas sinaléticos compostos por imagens e textos elaborados a partir da leitura e síntese do repertório local além de informar, direcionar e orientar, ainda provocam no usuário a reflexão crítica sobre as questões do patrimônio, com repercussão positiva para todo sistema. Dessa idéia, deriva a elaboração de diretrizes gerais para projetos de sinalização visual ambiental para parques urbanos Sul-Americanos, com o propósito de irradiar conhecimento sobre as paisagens naturais e culturais dos países da América Latina e em conseguinte, obter os benefícios inerentes como proteção e conservação. Para subsidiar a elaboração de diretrizes, uma base analítica de parques urbanos será planificada a partir da analise comparativa dos Parques Metropolitano de Santiago (Chile), do Ibirapuera de São Paulo (Brasil), Tres de Febrero de Buenos Aires (Argentina) e Del Prado de Montevidéu (Uruguai). Os métodos e práticas utilizados para as leituras dos parques se referem ao conjunto de multimeios propalados por Kevin Lynch (1988) na criação de urban design para cidades americanas. / The South American urban parks keep both historical and cultural reminiscences that are crystallized in their natural areas, in their monuments, and in their architecture. On the one hand, the message one acquires from this visual universe may be used to transmit knowledge about the local patrimony; however, it requires efficient communication means to transform this potential into clear and accurate information that leads to users\' understanding and consume. As verified in the visual environmental signage projects of Parque Estadual Serra da Cantareira in São Paulo (Brazil), Güirã-Oga in Misiones (Argentina), and of the Botanic Garden in Rio de Janeiro (Brazil), the signal systems - composed of images and texts based on research conducted in those areas and on the synthesis of the gathered information - not only inform, direct, and guide, but also lead users to make critical reflection on questions related to the patrimony, with consequent positive effects on the system as a whole. This idea is the basis from which visual environmental projects for South American urban parks are derived aiming to disseminate knowledge about natural and cultural landscapes of Latin American countries, and as a result, obtain the inherent benefits such as protection and conservation. In order to subsidize the elaboration of guidelines, an analytical basis for the urban parks will be planned based on a comparative analysis of the Parque Metropolitano in Santiago (Chile), Ibirapuera in São Paulo (Brazil), Tres de Febrero in Buenos Aires (Argentina), and Del Prado in Montevideo (Uruguay). The methods and practices chosen to research and analyze the parks comply with Kevin Lynch\'s set of multimedia (1960) used for creating the urban design for American cities.

<p>Forskning visar att 65 procent av konsumenternas köpbeslut av dagligvaror fattas i butikerna. Denna studie syftade till att studera konsumenters medvetenhet om tv-reklam i dagligvarubutik, hur deras köpbeteende påverkas, och i vilken grad kognitiva och perceptuella faktorer inverkar på om tv-reklam medvetet uppfattas av konsumenten eller inte. Endast fyra av 120 konsumenter upptäckte den tv-skärm som de stått intill och ingen mindes vad tv-skärmen visat, en stark indikation på att konsumentens uppmärksamhet kan vara mycket svårfångad. Huruvida visad reklamfilm var försedd med ljud och prisuppgift eller inte tycktes inte ha någon effekt på konsumenternas medvetenhet och ingen försäljningseffekt kunde påvisas men generella slutsatser kräver ytterligare forskning. Fortsatt forskning kan även undersöka konsumentens mottaglighet för tv-reklam på olika platser i butiken.</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.</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>

<p>In this age of ubiquitous advertisement, people are getting more and more burdened withadvertising clutter. Digital Signage (DS) has evolved to be a new medium that can cut throughthis clutter and reach a large number of consumers. Though Digital Signage was introduced asan in-store advertising medium, soon it started to replace traditional static billboards with thebenefit of technological advancement.</p><p>While advertising effectiveness is a much discussed subject, effectiveness of an advertisingmedia is still a less explored area. Our research explored the effectiveness of Digital Signageas an advertising media in terms of its placement inside of a store and outside of a store. Atthe beginning we developed a model to measure the effectiveness of Digital Signage on thebasis of an existing model, termed as Advertising Response Model (ARM). Based onprofound study and analysis of previous literature on advertising and media effectiveness,consumer psychology, outdoor advertising and intermediate measurement variables weconstructed the modified version of ARM that deemed to be the best fit with our purpose. Wefurther developed four hypotheses on the basis of the four major variables of our model.</p><p>The result of our study indicated that placement of Digital Signage inside and outside of thestore environment impacts the variables of Attention, Recall and Media Liking of theaudience differently. However, no significant difference in consumers’ Buying Interest issupported. Placing Digital Signage inside of the store as well outside of the store both hasdifferent degrees of impact on consumers in terms of Attention, Recall and Media Liking. Thecorrelations among the variables were also explored and thus we presented some strategicinsights about the placement of Digital Signage and practical implications for managers in thescope of our study.</p><p>Our research area has received comparatively less academic attention than other advertisingmedia. However, considering the growing importance of Digital Signage as a groundbreakingadvertising medium and scope of future research work, we believe Digital Signage will be asubject of interest for the academics, the advertisers as well as for the companies.</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.

In this age of ubiquitous advertisement, people are getting more and more burdened withadvertising clutter. Digital Signage (DS) has evolved to be a new medium that can cut throughthis clutter and reach a large number of consumers. Though Digital Signage was introduced asan in-store advertising medium, soon it started to replace traditional static billboards with thebenefit of technological advancement. While advertising effectiveness is a much discussed subject, effectiveness of an advertisingmedia is still a less explored area. Our research explored the effectiveness of Digital Signageas an advertising media in terms of its placement inside of a store and outside of a store. Atthe beginning we developed a model to measure the effectiveness of Digital Signage on thebasis of an existing model, termed as Advertising Response Model (ARM). Based onprofound study and analysis of previous literature on advertising and media effectiveness,consumer psychology, outdoor advertising and intermediate measurement variables weconstructed the modified version of ARM that deemed to be the best fit with our purpose. Wefurther developed four hypotheses on the basis of the four major variables of our model. The result of our study indicated that placement of Digital Signage inside and outside of thestore environment impacts the variables of Attention, Recall and Media Liking of theaudience differently. However, no significant difference in consumers’ Buying Interest issupported. Placing Digital Signage inside of the store as well outside of the store both hasdifferent degrees of impact on consumers in terms of Attention, Recall and Media Liking. Thecorrelations among the variables were also explored and thus we presented some strategicinsights about the placement of Digital Signage and practical implications for managers in thescope of our study. Our research area has received comparatively less academic attention than other advertisingmedia. However, considering the growing importance of Digital Signage as a groundbreakingadvertising medium and scope of future research work, we believe Digital Signage will be asubject of interest for the academics, the advertisers as well as for the companies.

Forskning visar att 65 procent av konsumenternas köpbeslut av dagligvaror fattas i butikerna. Denna studie syftade till att studera konsumenters medvetenhet om tv-reklam i dagligvarubutik, hur deras köpbeteende påverkas, och i vilken grad kognitiva och perceptuella faktorer inverkar på om tv-reklam medvetet uppfattas av konsumenten eller inte. Endast fyra av 120 konsumenter upptäckte den tv-skärm som de stått intill och ingen mindes vad tv-skärmen visat, en stark indikation på att konsumentens uppmärksamhet kan vara mycket svårfångad. Huruvida visad reklamfilm var försedd med ljud och prisuppgift eller inte tycktes inte ha någon effekt på konsumenternas medvetenhet och ingen försäljningseffekt kunde påvisas men generella slutsatser kräver ytterligare forskning. Fortsatt forskning kan även undersöka konsumentens mottaglighet för tv-reklam på olika platser i butiken.