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HOW MUCH ATTENTION DOES OUTDOOR ADVERTISING ATTRACT AND WHO PROFITS? Print E-mail

Andrej Kovačič

Abstract

Outdoor advertising is a special media you can not escape. A research measured on 9 different locations showed that for 15.2% of consumers standard poster advertisement attracted more than 500 ms of attention. When using a 3D lenticular poster visual attention was reported with an outstanding 25.9 %. Attracting so much attention can be a potential threat to consumers as unlike with other media the consumer has a very limited possibility to turn off the reception of the outdoor media.

Key words: Outdoor advertising, attention, threats

Andrej Kovačič is a researcher at the Faculty for Media – Institute for Media Research. He has acquired a degree at the Faculty of Economics (Ljubljana, Slovenia) and postgraduate degree at Humboldt University (Berlin, Germany). Being CEO of a research and advisory company he has conducted numerous qualitative and quantitive consumer related surveys. His current research is focused on the responses of consumers to different visual media and is part financed by the EU – Investing in your future – OPERATION PART FINANCED BY THE EUROPEAN UNION, EUROPEAN SOCIAL FUND.

Cite this article:
Kovačič   Andrej. HOW MUCH ATTENTION DOES OUTDOOR ADVERTISING ATTRACT AND WHO PROFITS?. Innovative Issues and Approaches in Social Sciences, vol.5, no.3:134-151, DOI:http://dx.doi.org/10.12959/issn.1855-0541.IIASS-2012-no3-art08

Digital Object Identifier(DOI): http://dx.doi.org/10.12959/issn.1855-0541.IIASS-2012-no3-art08

View full text in pdf: http://www.iiass.com/pdf/IIASS-2012-no3-art08.pdf

 

 

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