EFFECTIVENESS OF BILLBOARDS IN VADODARA

Payal PatelMBA –III

(Marketing)

Primary objective:

To study the effectiveness of billboards in Vadodara

Secondary objective:

1. To study technical factors having impact on effectiveness of billboards

2. To study marketing factors having impact on effectiveness of billboards

Literature Review – 1• Donthu, Naveen; Cherian, Joseph; Bhargava, Mukesh

conclude that Black and white ads with few words and on the right-hand side of highways were more effective than color ads with many words and on the left-hand side of surface streets.

• Those who paid more attention to outdoor ads and had a positive attitude toward advertising recalled more ads than those who did not pay attention to outdoor ads and had a negative attitude toward advertising.

• Factors examined under the study were location, position, content, involvement with the products being advertised, attention to outdoor ads, and attitude toward advertising.

FACTORS INFLUENCING RECALL OF OUTDOOR ADVERTISINGJournal of Advertising Research, Volume 33(3)

Literature Review – 2

• Paul Suggett, Advertising Expert conclude that there are basic six rules that must be taken care while going for billboards advertisements.

• For Billboards, Six Words or Less is Ideal.• Get Noticed, But Don’t Make Your Billboards a Huge

Distraction.• This is Not the Time for Direct Response.• Billboards Should Be Smart, But Not Too Clever.• The More Billboards, the Better.• Don’t Say It, Show It.

THE SIX BASIC RULES OF BILLBOARD ADVERTISINGPaul Suggett, Advertising Expert

Literature Review – 3• Assist. Prof. Ph.D. ElifEda Balkafl, Assist. Prof. Ph.D.

Nesrin Tan Akbulut, Esin Kartopu conclude that gathering the attention of target audiences to the advertisement.

• The basic concepts; sexuality, fear, colour of the billboard (text, figures), legibility, readability, contrast, balance, excitement, use of white spaces, humour and texture, harmony and focal point used in Billboards, enable this medium to reach large audiences effectively.

• In designing Billboard advertisements, designing, attention and perception criteria's are very important(sexuality, fear,colour of the billboard (text, figures), legibility, readability, contrast, balance, excitement, use of white spaces, humour, texture, harmony and focal point.

AN EVALUATIVE STUDY OFBILLBOARD ADVEDTISEMENT’SATTENTION-PERCEPTION AND DESIGN

CRITERIAS

Literature Review – 4• Steven Clark Henson(2009) conclude that Although evidence

of several studies makes claims showing that there is no correlation between traffic collisions in environments with a digital billboard.

• Therefore, this study cannot say with complete confidence whether digital billboards contribute to the accident rate in any given area.

• As it was found in this study as well, what can be inferred is that drivers are more likely to glance at a digital billboards as opposed to a standard billboard and the odds of a vehicular accident or near accident are twice as likely when a driver turns away from looking forward on the road for more than two seconds.

• Digital billboards simply add to driver distraction environment.DIGITAL BILLBOARD SAFTY AMONGST MOTORISTS IN LOS ANGELES

Steven Clark Henson, Department of Geography – CSUN, Spring 2009

Literature Review – 5

• Leo O.N. Edegoh ,Ifeyinwa Maureen Nwanolue, Nkiru Comfort Ezeh (25-7-13) conclude that The main purpose of billboard advertising is to create awareness of the existence of products, services, etc, particularly newly introduced goods or products, and new brand(s) of existing products.

• Billboards influence consumers’ decision and increase sales. When positioned in strategic locations, billboards can command very high vehicular and pedestrian traffic.

• Billboards, from the findings of this study, create attraction not to the products they advertise but to the models who endorse the products.

INTERNATIONAL REVIEW OF SOCIAL SCIENCES AND HUMANITIES

Vol. 6, No. 1 (2013), pp. 217-227

Research Methodology • Number of sample: 200• Sampling area: Vadodara city• Sampling method: Convenience sampling • Research instrument: Questionnaire

• SOURCE OF DATA: Primary data Individual Respondent Secondary data Magazine articles News paper articles Websites and Online Articles

Demographics of Samples

Gender * Age Crosstabulation

Count

Age Total

<=20 > 50 21 - 30 31 - 40 41 - 50

Gender

Female 8 1 46 26 10 91

Male 21 10 33 27 22 113

Total 29 11 79 53 32 204

Demographics of Sample

Education * Occupation CrosstabulationCount

Occupation Total Others Salaried person Self employed Student

Education

Graduation 12 26 32 33 103

Post Graduation 0 36 9 7 52

Under Graduation 14 6 7 22 49

Total 26 68 48 62 204

Education * Annual Income CrosstabulationCount

Annual Income Total

10,00,000 & above

2,00,000 to 5,00,000

5,00,000 - 10,00,000

less than 2,00,000

Education

Graduation 4 31 11 57 103Post

Graduation 5 20 13 14 52

Under Graduation 2 9 0 38 49

Total 11 60 24 109 204

Data analysis

Which medium of advertising do you noticed?

Med

ium: [Billb

oards]

Med

ium: [Newsp

apers

]

Med

ium: [Maga

zine]

Med

ium: [Tele

vision]

Med

ium: [Socia

l netw

orking s

ites]

Med

ium: [Word

of mouth

]

Med

ium: [Inter

net]

Med

ium: [Rad

io]

80% 81%

52%

91%

54%

27%

56%

34%

Most of which type of billboards do you noticed?

Type of billb

oards: [

Painted billboard

s]

Type of billb

oards: [

Digital b

illboard

s]

Type of billb

oards: [

Inflatable billboard

s]

Type of billb

oards: [

Mobile billb

oards]

80%76%

36%44%

Rate the following technical features of billboards on following base

[Bigger size]

[Multi-colour]

[More picture]

[More text]

4.18

3.85

3.64

3.51

Rate the following marketing features of billboards on following bases

[Brand]

[Price]

[Repetition]

[Local/current issues]

[Location]

3.93

3.63

3.61

3.34

4.17

Rate the following locational factors of billboards

[Traffic signals]

[Populated areas]

[Highways]

3.90

4.05

3.13

7. You find billboards about which categories?

categorie

s of b

illboard

s: [A

utomobiles]

categorie

s of b

illboard

s: [H

ousing]

categorie

s of b

illboard

s: [H

otels /R

estaura

nts]

categorie

s of b

illboard

s: [Educa

tional Insti

tutes]

categorie

s of b

illboard

s: [Je

wellary

/ Appare

ls]

categorie

s of b

illboard

s: [FM

CG]

categorie

s of b

illboard

s: [In

dustrial p

roducts

]

categorie

s of b

illboard

s: [Eve

nts/ M

ovies]

categorie

s of b

illboard

s: [M

obile Companies]

72%78%

72%78%

72%

50%

31%

67% 64%

Findings

• Although, Television Advertisements (91%) are the most noticed Advertising medium, Billboards (80%) are quite significant medium for for promoting products and services.

• Among Billboards - Painted Billboards (80%) and Digital Billboards (76%) are widely noticeable.

Findings

• Technical Factors: • Bigger Size of Billboards is preferred by most

of sample. • Where as Regarding Color – sample preferred

more colorful to moderate colors• Regarding text and pictures, the overall

opinion suggested appropriate proportions should be there.

Findings

• Marketing Factors: • Location and Brand are the major aspects because of

which billboards gets noticed. • Where as Price Indication, repetition and Local

issues are moderately helpful• The Billboards which are located in populated areas

like market bazaar and public places tends to have higher visibility.

• Billboards near Traffic Signals are also significant, where as highway billboards are noticed less.

Suggestion

• Use Painted / Digital Billboards with Bigger size, Moderate colors, pictures and texts.

• Also Location of billboards should be either populated areas or traffic signal for better visibility.

• Brand Name also plays vital role in effectiveness.