WHAT IS THE PRICE OF OUTDOOR ADVERTISING: A CASE STUDY OF THE CZECH REPUBLIC?

The aim of the paper is to analyze the price of outdoor advertising in various regions of the Czech Republic. The base source of data is the website plakatov.cz, from which the prices of outdoor advertisement in individual regions were obtained. The results show that the prices of outdoor advertisement in the individual regions are the same. The main difference is in how many outdoor advertisements are located in individual regions for the lowest and how many for the highest price. An overview was created, which shows what is the price of outdoor advertisement in each region, how many ads are located in each region and subsequently, the data is displayed using a map. The results show that the cheapest outdoor advertisement is located in the Hradec Králové region. The price of the outdoor advertisement in the Hradec Králové Region is CZK 5,204. On the contrary, the most expensive outdoor advertisement is in Prague. The price of outdoor advertising in Prague is CZK 16,567. Most outdoor advertisements are located in Prague. There are 174 outdoor advertisements in Prague. The lowest number of outdoor advertisements is in the Pardubice and Zlín regions. There are 18 outdoor advertisements in both regions. The difference between outdoor advertisements in the Pardubice and Zlín regions is in their price. While in the Zlín Region outdoor advertising costs CZK 6,466, in the Pardubice Region it costs CZK 12,333. The results are beneficial for people who are interested in outdoor advertising. They are mostly beneficial for outdoor advertising producers to know their standing compared to their competition and other regions.

Exploring the Impact of Traditional Communication Channels on Customer Purchase Decision: A Case Study of University Students in Ghana

Purpose- Marketers want to know the best advertisement medium which can make their advertising more effective. This study seeks to find a linkage between television advertisement, radio advertisement, newspaper advertisement, and outdoor advertisement towards customers’ purchase decisions in Ghana. Design/Methodology- Using University students in Ghana as a population, the study employed a simple random sampling approach and collected data from University students in UCC and KNUST. Seven hundred and fifty (750) responses were gathered from participants, but only seven hundred and thirty-two (732) responses were deemed suitable and were adopted to justify the proposed relationships. Data were analyzed using partial least squared built on Structural Equation Modeling (SEM) Findings- The findings revealed that television advertisement has the greatest impact on customer purchase decision and was statistically significant at p< 0.01. Practical Implications- This finding provides helpful suggestions for advertising professionals, market researchers, existing and emerging organizations to see television advertisements as an opportunity to increase awareness of goods and services as it tends to appeal to viewers’ visual and sound senses, influencing customers’ purchasing decisions and increasing sales of goods and services.

Advertising on city buses

Public transportation became a prime carrier of “moving images” in many consumer cultures. The main interest was to investigate how many advertisements participants can retrieve from memory and what was their general opinion on outdoor advertising. A field and online survey (both in form of questionnaire) were carried out in a group of 1200 participants. They were divided in six groups and analyzed according to their age, gender and frequency of using the public transportation. The results indicate that memory of outdoor advertising decreases with age. The participants most frequently agreed with the assertion/claim that outdoor advertisement on city buses of Ljubljana impedes the outside view through the window of the bus making it difficult to orient themselves according to surrounding. Advertisers could take this into account and avoid posting ads on the bus windows, or limit this to the parts where ads are least distracting the users.

SSD vs. YOLO for Detection of Outdoor Urban Advertising Panels under Multiple Variabilities

This work compares Single Shot MultiBox Detector (SSD) and You Only Look Once (YOLO) deep neural networks for the outdoor advertisement panel detection problem by handling multiple and combined variabilities in the scenes. Publicity panel detection in images offers important advantages both in the real world as well as in the virtual one. For example, applications like Google Street View can be used for Internet publicity and when detecting these ads panels in images, it could be possible to replace the publicity appearing inside the panels by another from a funding company. In our experiments, both SSD and YOLO detectors have produced acceptable results under variable sizes of panels, illumination conditions, viewing perspectives, partial occlusion of panels, complex background and multiple panels in scenes. Due to the difficulty of finding annotated images for the considered problem, we created our own dataset for conducting the experiments. The major strength of the SSD model was the almost elimination of False Positive (FP) cases, situation that is preferable when the publicity contained inside the panel is analyzed after detecting them. On the other side, YOLO produced better panel localization results detecting a higher number of True Positive (TP) panels with a higher accuracy. Finally, a comparison of the two analyzed object detection models with different types of semantic segmentation networks and using the same evaluation metrics is also included.

Evaluation of Urban Landscape Outdoor Advertisement Signboards Using Virtual Reality

The social interest in outdoor advertising signs, which have been recognized as an important element affecting impressions of a town, has been gradually increasing. However, when these signs are fully scattered around commercial areas, an oppressive feeling may be experienced by people, which cannot be neglected. Thus, this paper attempts to identify the characteristics of such visual oppression in urban landscapes through factor analysis, aiming to control them in such a way that does not oppress people. In addition, comparisons between Japanese and foreign nationals (i.e., foreign students from the Republic of Korea and the People’s Republic of China) were carried out, in order to check for any differences in perception of oppressive feelings depending on nationality. At the same time, to check for the possibility of different levels of perception depending on nationality, 20 Japanese and 20 foreign nationals (including Koreans and Chinese) were selected as test subjects. We expect this study to provide useful research material when reviewing the possibility of creating desirable urban landscapes or establishing guidelines for outdoor advertisements. For the research, landscape pictures focusing on outdoor advertising signs (15 wall, 6 roof-top, and 6 projection advertising signs) were taken as a sample for analysis. They were then presented in a 3D cyberdome for factor analysis, focusing on an impression evaluation test in relation to oppressive feelings. In addition, among the data obtained from the sample analysis, “Proportion,” which was considered to be the most influential factor on the oppressive feeling, was studied. The correlation coefficient between these two populations was 0.918, revealing a high level of correlation; thus, all subjects were treated as a single population. The factor analysis revealed 50.87% for the first factor (Evaluation), 25.39% for the second factor (capacity), and 9.47% for the third factor (Emotion), suggesting a relationship wherein the first factor decreased when the oppressive feeling increased; while the oppressive feeling increased along with the second factor.

VISUALISATION AND MESSAGE TESTING AS TOOLS TO GUARANTEE QUALITY CONTROL IN MODERN OUTDOOR ADVERTISING

Advertising has overtime grown to be widely accepted as a means of providing relevant information about products or services to its potential consumers. It is also a very effective method used to ignite a favourable purchase decision. However, modern advertising including ‘outdoors’ are marred with several visual and ethical challenges like: unclear messages, depiction of violence, obscenity and sexual overtone, surrogate advertising, subliminal advertisements, false and misleading advertisements, etc. which undermines and threatened cherished societal held values, culture, norms, heritage and mores. While some of these issues are deliberate and consciously intended by most advertisers, as a response to the fast growing but very competitive environment and over concentration on profit, several others are not being intended and often occur as a result of most advertising having a boomerang effects. This paper argues that most issues in modern outdoor advertising often occur due to ineffective visualisation and inadequate or total lack of message testing, hence, making most advertisements to fail from achieving its goal. It is recommended that proper message testing before, during and immediately after placement of the outdoor advertisement be done to ensure message clarity, effectiveness and ethical alignment to guarantee quality control.

Indonesian Interference toward English Used on Outdoor Advertisement Boards and Banner in Sukoharjo, Central Java

Interference is a common phenomenon in second language learning. However, the researchers are interested in analyzing interference from another point of view. This research aims at finding the types of Indonesian interference toward English found in outdoor advertisement boards and banners in Sukoharjo. The researchers use some theories dealing with interference such as the definition of interference and type of interference. This research belongs to a descriptive qualitative research. Data of this research are English words, phrases, and sentences consisting of Indonesian interference toward English used in outdoor advertisement boards and banner. The data are taken from outdoor advertisement boards and banners in Sukoharjo. The technique of data collection used is observation then followed by writing technique. English words, phrases, and sentences with no interference are reduced. Then the data found are encoded with No data/Data/Kinds of Interference. The researchers use theory triangulation during this research. The researchers found 74 data of Indonesian interference toward English in outdoor advertisement boards and banners in Sukoharjo. After analyzing the data, the researchers found that there are 6 types of Indonesian interference toward English; (1) syntactic interference in the formation of phrase and sentence (2) Lexical interference in the case of borrowing words adapted into Indonesian spelling (3) Phonological interference in vowel sounds, consonant sounds, and semivowel sounds (4) Morphological interference in the process of affixation (5) Graphic interference in the spelling principle (6) Translation interference which happens because of direct translation. Keywords: advertisement, language interference, kinds of interferences.

Diretrizes para controle de anúncios comerciais na paisagem urbana: e as percepções sobre paisagens paulistanas após a implantação de uma forma de controle mais restritiva | Guidelines to control commercial signs in urban landscape: and the perception of the landscape in the city of São Paulo after the enforcement of a more strict system of control

O propósito deste artigo é contribuir com aportes teóricos às diretrizes de controle de anúncios comerciais na paisagem urbana tendo em vista a sobrecarga visual que se apresenta em centros comerciais urbanos de grandes e médias cidades brasileiras, o que muitos denominam poluição visual. A pesquisa exploratória de abordagem qualitativa envolveu a aplicação de 67 entrevistas, divididas entre especialistas e usuários de centros urbanos de comércio. A pesquisa foi realizada a partir do estudo de três recortes na cidade de São Paulo, num cenário pós-implantação da Lei Cidade Limpa (Lei 14.223/06), que regulamentou de forma mais restritiva anúncios comerciais visíveis do espaço urbano. O resultado apresenta uma percepção positiva dos entrevistados acerca na regulamentação implantada e o estudo da experiência permitiu que se avançasse no estabelecimento de diretrizes para regulamentação de anúncios comercias na paisagem urbana.***The aim of this paper is to contribute with theoretical framework for the guidelines to control commercial signs in urban landscape, considering the overload condition of information and stimuli in the landscape of the urban commercial centers in medium and big cities. This exploratory research of qualitative approach applied 67 interviews to subjects, shared between 7 experts and 60 users in three different settings. The research was done in these three settings in the city of São Paulo, analyzed in a context post implementation of the Clean City Law (Law 14.223/06), that control in a more strict way commercial sings and prohibited outdoor advertisement as billboards. Results present a positive perception from the subjects interviewed about the enforcement of the law, and permitted a contribution in the development and synthesis of guidelines to control commercial signs in urban landscape.