Consumer Acceptance of Outdoor Advertising: A Study of Three Cities

Abstract

Advertising is a tricky business, which constantly becomes the subject of polemics and taboos. Opinions, whether positive or negative, tend to be very radical, and this can be noticed in the urban landscapes of certain metropolises around the world. The aim of this research is to analyze the nature, purpose, and consequences of outdoor advertising as perceived by the consumer side of the market. Therefore, the focus of the research in this paper is on the degree of acceptance, by consumers, of this communication medium, as well as on how it varies according to geographical location. The analytical methodology used to this effect involves the creation of a questionnaire aiming to collect micro-economic and psychographic data about consumers in three metropolises in different parts of the world. The conclusion of the research is that consumer perception of outdoor advertising is influenced by the geographical location, and its longevity depends on the way it will be carried out in the next few years.

Urban visual pollution: comparison of two ways of evaluation—a case study from Europe

“…However, it is worth noting that in our study, most of the OAs were located near historic townhouses, which may have increased negative public attitudes. As Boştină-Bratu et al 38 research showed, the public's evaluation of OAs depends on a number of factors, including the type of OAs, location, colors, or even the message of the OAs. For example, billboards used to cover a construction or renovation site in the city are much more acceptable compared to OAs placed on or near churches, as well as in the old market and the city center 38,39 .…”

“…As Boştină-Bratu et al 38 research showed, the public's evaluation of OAs depends on a number of factors, including the type of OAs, location, colors, or even the message of the OAs. For example, billboards used to cover a construction or renovation site in the city are much more acceptable compared to OAs placed on or near churches, as well as in the old market and the city center 38,39 . Some differences in opinion were also found between the respondents, such as women and men, as well as different age groups.…”

Chaos in Motion: Measuring Visual Pollution with Tangential View Landscape Metrics

“…In the scientific literature, cities [12] rather than semi-natural landscapes or protected areas [5,13] are the most common setting in which VP has been described. São Paulo, Brazil has become an iconic city with respect to VP, where the Clean City Law was passed in order to diminish the effects of VP [14].…”

“…Methodological approaches to VP (also reviewed by Wakil, [36]) include descriptive-analytic methods [37], cumulative area analysis [38], social identity semiotic analysis [16], multi-temporal street-level photo comparisons [4,39] socio-economic [40] or spatio-political profiles description [15,22] opinion surveys [6,12] as well as the design concepts of a street furniture and media facade [41]. Importantly, three semi-automated VP tools have been proposed: close range photogrammetry [42], citizen science mapping [24] as well as image recognition and deep learning techniques [27].…”

Research on the Optimization Method of Visual Effect of Outdoor Interactive Advertising Assisted by New Media Technology and Big Data Analysis

“…With new media, advertisers can segment their audiences and establish communication and interaction mechanisms with them. For example, if a screen display is installed on a shopping cart when a customer goes to a certain product area, the screen will broadcast the corresponding product advertisement, providing consumers with product introduction and reference information, which can guide their purchasing behavior, on the one hand, and help businesses collect data on customer preferences on the other [3]. Adopting this precise advertising information delivery method can effectively explore the potential needs of users and obtain the best communication effect with the lowest cost.…”