1.

Introduction

Advertising is as old as humankind. It is installed in our lives as is nourishment, rest and

discourse. We as a whole impart, induce, impact and prompt some activity consistently in our
lives. Publicizing is a type of influential correspondence with people in general. The American
Marketing Association, Chicago, characterizes publicizing as "any, paid type of non-individual
introduction of thoughts, products and ventures by a distinguished support." Ad might be any
type of introduction, a representation in a daily paper or magazine, a TV advertisement, or an
announcement. It isn't on a man to-individual premise, however focused to the overall
population. The notice can be for any item, administration or thought. It might differ from
toothpaste to extra security, to even open administration advertisements which offer thoughts
like street wellbeing, eye gift, and so on. Advertising is the communication link between the
buyer and the seller. It goes further from providing information; it persuades the consumers to
accept the idea or buy the product or service, with the help of reasoning and emotional appeals.
Promoting is the correspondence interface between the purchaser and the merchant. It
goes encourage from giving data; it induces the customers to acknowledge the thought or
purchase the item or administration, with the assistance of thinking and passionate interests.
Advertisement is an intense device of showcasing and a part of general advancement exercises.
The showcasing task of any business is guided by its market arrange for which has the most
ideal blend of four factors, to be specific, the nature of the item, the cost if the item, the channels
of conveyance which take the item to the buyer and the limited time exercises. In advertising
terms, medium is a channel of communication, some examples of advertising media are
newspapers, magazines, TV, radio, and internet. A medium is a vehicle through which an ad is
carried to the consumer. It is the mediator between the creator of the ad at one end and the
consumer at the other.
With the assistance of promoting research, the promoter is the information and
information about the customer, the item, and the market. These information are about the
buyers, their identity, what are their needs, what is their purchasing conduct, what are the item
characteristics wanted by them, who are the contenders and the degree of rivalry, and
significantly more data. These are helpful in arranging publicizing programs, and in choosing
the kind of media to be utilized.

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1.1 Types of media

Media

Print Electronic

Newspaper Magazines TV Radio

Direct Mail Cinema

Other
Outdoor
media

Digital
Billboards
Hoardings

Transit
Advertising

In actuality, media too have their very own market and endeavor to offer their media
related administrations. Daily papers attempt to expand their dissemination while electronic
media endeavor to get more viewership and audience dispatch. Once a medium has been set up
with a critical gathering of people, it is in a more grounded position to draw in sponsors to their
medium. Sponsors are always watchful for such groups of onlookers to put over their limited
time messages. Successful promoting alludes to educating the general population about the
correct item at the ideal time through the correct medium.

Passing on the correct message at the wrong time or through the wrong medium would
be a misuse of assets. Along these lines, the correct media determination is the core of the
accomplishment of the whole promotion battle. In any case, the correct message, time and place
are additionally similarly critical. Media choice alludes to just the choice of a particular
medium of promoting, for example, daily paper, or magazine or radio or TV, or open air
publicizing. Then again, media arranging is a general term including choices including the time
and place of promoting notwithstanding the determination of the medium. A media design plots
how publicizing time and space in different media.

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Billboards

 A bulletin is an extensive open air promoting structure (a charging board), regularly

found in high-movement zones, for example, nearby bustling streets.
 Billboards are huge blurb sheets put close to streets or in different territories where
they're unmistakable to vast gatherings of individuals. Boards can be utilized to
publicize purchaser items and administrations, and open administration messages.
 Billboard commercials are intended to get a man's consideration and make a significant
impression rapidly, leaving the consumer contemplating the promotion after they have
driven past it.
 They must be clear in a brief timeframe on the grounds that they are generally perused
while being passed at high speeds. Therefore there are generally just a couple of words,
in substantial print, and a diverting or capturing picture in splendid shading.

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Upside of Using Billboards (Advantages)

 Visibility
Maybe the greatest favourable position of bulletins is their deceivability. While it's
regularly generally simple for a man skimming a magazine to skirt an advertisement, or for a
man perusing a site to neglect a pennant or content promotion, announcements frequently
command the watcher's field of vision. A bulletin set noticeably close to a bustling parkway
can hope to draw in a large number of sets of eyes every day, a significant number of whom
may transform into clients.

 Inexpensive
Another preferred standpoint of boards is that they're moderately modest contrasted with
TV plugs and certain sorts of sight and sound ads. What's more, the cost of leasing board space
is regularly very sensible. This can make boards a decent promoting alternative for an
organization that doesn't have an expansive publicizing spending plan yet that needs to achieve
a great deal of customers.

 Guaranteed Traffic
With announcement publicizing, there is no choice to turn it off or flip the page. Odds are,
your potential customers are driving ideal by your ad every day, and they will take a gander at
it.

 Creative Impact
Announcement publicizing highlights choices, including clamoring computerized bulletins
and 3D that appear to bounce appropriate off the structure. That sort of inventive effect can be
sufficient to get somebody's consideration as they drive by - a significant number of whom do
as such more than once, presenting them to your advertisement again and again, as indicated
by Marketing Scoop. This sort of snappy interest may make a potential customer sufficiently
inquisitive about what you offer to search you out for more data.

 Other focal points are as per the following:

Colossal and eye-getting
Focuses on a substantial and various market
Effectively enlisted data
Expanded recurrence of shopper introduction
Powerful medium of mindfulness publicizing
Targets centre and high societies
Photographic data (solid visual impact)
Ensured gathering of people
Clients discover you

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Drawback of Using Billboards (Disadvantages)

 Hard to Stand Out

In spite of the fact that boards might be exceedingly noticeable, it doesn't really imply that
they emerge. In the event that a man is driving along a street that has various boards, he might
be subject to disregard every one of them.

 Unfocused
In spite of the fact that being unmistakable to everybody may have its focal points,
announcements won't not immediate their message to a specific sort of customer. Certain sorts
of promoting enable an organization to focus on its message to a specific statistic.

 Limited Time to Reach Audience

Since the idea of this type of publicizing bids to individuals driving in their autos, they have
possibly a few seconds to look at your advertisement. That is a brief timeframe in which to get
their regard for influence them to need to find out about what you offer. By correlation, a TV
plug may traverse 30 seconds and that's just the beginning, and a potential client's eyes can
wait on a daily paper promotion for whatever length of time that they wish.

 Hard To Measure Effectiveness

Board commercials are presented to a wide of scope of clients who are actually in a hurry.
While this is great as far as numbers, it is a drawback in that you can't track those numbers.

 Other weaknesses are as per the following:

High expenses for brief introduction

Hazard from vandalism, climate conditions
Deceivability issue
Stationary method of publicizing
No input
No preferred standpoint of room
Does not focus on a particular market
Here and now publicizing device

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Mobile billboards

A mobile billboard or a versatile bulletin is a gadget inside the promoting routine with
regards to publicizing in favor of a truck or trailer that is ordinarily portable. Portable bulletins
are a type of Out-Of-Home (OOH) Advertising. Radio, static boards, and shopping center/air
terminal publicizing fall into a similar class. Utilizing a versatile board for promoting is a
publicizing specialty called portable outside publicizing. Most versatile announcements are
devoted, altered trucks with huge, however thin, bodies for posting the promotions. Some of
these committed units offer highlights, for example, outside sound frameworks, brightening,
and hot/chilly boxes for item inspecting. This sort of portable bulletin is the most prevalent
among merchants, and the most able as far as picking up introduction and snappy organization.

An inventive improvement of versatile bulletins are dynamic publicizing trailers called

Sky board to lift expansive configuration vinyl standards up to 4000 sq. Another pattern is to
utilize littler yet more particular looking small scale versatile bulletins regularly in light of the
Daihatsu Midget from Japan as it is an exceptionally uncommon and bizarre looking vehicle
in Europe and the USA, these one-seater vehicles have a short wheelbase so they can be stopped
side on so the expansive promoting boards as an afterthought are confronting the movement
stream, this and the way that they are such strange looking vehicles makes them extremely
viable publicizing instruments. Some portable boards are introduced on trucks and trailers that
are in benefit conveying products. This type of portable bulletins can be more affordable than
devoted trucks, yet may likewise have less impressions in light of the fact that the trucks invest
more energy at stacking docks. Box-type trucks with glass boards encasing the load space can
be transformed into a 3-D show.

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 2. Problem statement

Every research begins with a question or a problem. This research aims to Study on Impact
of Outdoor Advertising on Consumers. Advertising style of outdoor advertisements are
designed to catch a person's attention and create a memorable impression very quickly,
Leaving the reader thinking about the advertisement after they have driven past it. They
have to be readable in a very short time because they are usually read while being passed at
high speeds.
 Up to what extent are the people are exposed to outdoor advertising?
 How many of them have applied the advertising message in their lives and
experienced change of attitude?
 How many of them purchase products/services promoted in outdoor advertising?

3. Objectives of the research.

 To analyse the variety of outdoor ads

 To study and measure the impact of outdoor ads among the consumers.
 To study the influence of outdoor ads on consumers choice of products and services.
 To study the impact of outdoor advertisements on conveying advertising messages

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 4. Research methodology.
The methodology adopted to carry out the study is described below: -

Data source

A. Primary Data.

The primary data consist of information obtained from a structured questionnaire

B. Secondary Data.
The secondary data is obtained from the information already published in newspaper
article, blogs and books. The website, Wikipedia.com etc. were also useful.

4.1Analysis technique

Quantitative analysis is performed using the data collected.

Tools Utilized: -
 Percentage Analysis.
 Graph Chart.
 Anova
Sampling.
1. Sampling Technique: Convenient Sampling.
2. Sample Unit: Individuals.
3. Sample Size: 81 respondents.

4.2 Research question and hypothesis.

This research aims to Study on Impact of Outdoor Advertising on Consumers.

Hypothesis 1.
Does Billboard Advertising convey the advertising message better than any other form of
advertising?
H0- Billboard advertising is not more likely to convey the advertising message better
than other forms of advertising.
H1-Billboard advertising is more likely to convey the advertising message better
than other forms of advertising.

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5. Data analysis and Interpretation

Table 1. Demographic characteristics of respondents

Demographic Numbers Percent

Gender
Male 43 53.09
Female 38 46.91
Age (Yrs.)
18-25 71 87.65
26-36 9 11.11
36-45 1 1.23
46 & Above 0 00
Profession
Student 41 50.62
Salaried 34 41.98
Entrepreneurs 3 3.70
Senior Citizen 0 0
Others 3 3.70
Income
Less than 1,00,000 37 45.68
1,00,000 – 3,00,000 20 24.69
3,00,000 – 5,00,000 11 13.58
Above 5,00,000 13 16.05

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 EXPOSURE

8% 0% All the times

Sometimes

33% Occasionally
59%
Never

Figure 1: Exposure to outdoor advertisements

Interpretation- All respondents have exposure to advertisements. While only 33% of

them observe the ads and think about them much, a majority of 59% them just notice ads.
Another 8% occasionally see them and do not observe much of its content. Basically, all
the people are exposed to advertising.

PREFERENCE

17% Newspaper/ Magazines

26%

TV/ Radio

Hoardings

57%

Figure 2: Preference to see/hear advertisements

Interpretation: - Most of the respondents (57%) prefer TV, the audio visual medium to
see advertisements. 26% of the people prefer newspaper and Magazines, 17% prefer
Hoardings

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 AWARENESS
70
Interpretation: -This question was asked to the respondent to indicate the level of
60effectiveness of the outdoor medium in influencing the choice of the products by rating
50it. According to the graph, billboards and digital Hoardings have been rated ‘1’ by
40majority of people, while mobile hoardings banners and transits follow closely.
Highly Aware
30However transit has been rated ‘5’, that is least effective by a huge majority. It is also
20the least rated as ‘1’ in effectiveness. Aware
10 Unaware
0
Billboards Digital Hoardings Mobile Hoardings Banners Transits
Outdoor Media

Figure 3: Awareness of outdoor medium

Interpretation: - 48 respondents of the population are highly aware of billboards; 8

respondents are aware and 6 respondents unaware. 38 respondents of the population are
highly aware of digital hoardings, 39 respondents are aware and 4 respondents are
unaware. 35 respondents of the population are highly aware of mobile hoardings, 35
respondents are aware and 11 respondents are unaware of mobile hoardings. 58
respondents of the population are highly aware of banners, 23 respondents are aware of
the banners. 17 respondents of the population are highly aware of transits, 41 respondents
are aware and 23 respondents are unaware.

EFFECTIVENESS

Transits 8 18 29 15 11

Banners 11 25 22 15 8

Mobile Hoardings 15 22 24 12 8

Digital Hoardings 19 21 22 13 6

Billboards 19 23 22 8 9

0 10 20 30 40 50 60 70 80 90

1 2 3 4 5

Figure 4: Effectiveness of the advertisements in influencing the choice of the products

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 DIFFERENT KINDS OF ADVERTISEMENTS

16% Cinema
25% Public Service

Commercial/ Products Ads

12%
Services

14% Political

33%

Figure 3: Different kinds of advertisements usually observed

25% of the respondents think that cinema ads are more in the city, a whopping 33%
have observed a majority of commercial products ads and 16% have said that political
ads are seen in large numbers. Whereas only 14% of the respondents have observed
social message ads and only 12% of them have seen ads for services.

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 Rate the effectiveness of the advertisements in conveying information about the
products and services advertised

1 2 3 4 5
Billboards 16 21 30 12 2
Digital Hoardings 17 27 24 8 5
Mobile Hoardings 12 25 24 17 3
Banners 7 32 24 15 3
Transits 11 16 33 15 6

Anova test for Hypothesis

Does Billboard Advertising convey the advertising message better than any other form of
advertising?

H0- Billboard advertising ismore likely to convey the advertising message better
than other forms of advertising.

H1- Billboard advertising is not more likely to convey the advertising message better
than other forms of advertising.

Anova: Single Factor

SUMMARY
Groups Count Sum Average Variance
Billboards 81 206 2.54321 1.10123
Digital Hoardings 81 200 2.46914 1.25216
Mobile Hoardings 81 217 2.67901 1.17068
Banners 81 218 2.69136 0.99105
Transits 81 232 2.8642 1.21883

ANOVA
Source of Variation SS df MS F P-value F crit
Between Groups 7.4963 4 1.87407 1.63419 0.16478 2.39425
Within Groups 458.716 400 1.14679

Total 466.212 404

Findings based on Single factor Anova
 F value is less than F critical which indicates null hypothesis H0 should be accepted
 Based on the analysis billboard advertising is more likely to convey the advertising
message better than other forms of advertisings
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 CHANGE IN ATTITUDE

Yes No
43%
48%

Maybe

9%

Figure 4: Outdoor Ads results in change of attitude

Interpretation: - Most of the respondents (9%) are non-committal about the effect of
advertisements on their attitudes. They have responded that outdoor ads may be
responsible for change in their attitudes. However, 48% of the respondents think that
outdoor advertisements do change attitudes, but 43% of them think that they do not result
in change of attitude.

Want to Buy

Yes
42% 42%
No
Maybe
16%

Figure 5: Outdoor Ads make you want to buy the products and service advertised

Interpretation: -Again, 16% of the respondents is not sure and think outdoor ads
may or may not be responsible for their purchase decisions, depending on the
product quality etc. whereas 42% of them are influenced by the ads and buy the
product, and 42% are not influenced at all.

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6. Findings
1. As represented by figure 2 and 3 most of the respondents have exposure to outdoor
advertising
2. The results of this study show that outdoor advertising is effective to some extent
in changing people’s decisions and making them buy the product.
3. But they have not been successful in changing their attitude in general. They are
viewed as mere tools providing information about the product and services to the
consumers.
4. According to the observations, commercial advertisements of products and
services, and cinema ads have more dominance. While political banners are also
seen in places, only negligible numbers of social messages are advertised.
5. The results also reveal that Billboards are rated most effective type of outdoor
media. The next effective is digital hoarding closely followed by mobile
hoardings.
6. Based on the findings of Anova test billboard advertising is more likely to convey
the advertising message better than other forms of advertisings.

7. Recommendation

 Advertisers can incorporate some social messages and make them more grounded with
the goal that it brings about difference in disposition of the general population.
 The individuals have appraised travel publicizing as the slightest viable medium. It is
additionally worth seeing that a larger part of individuals are ignorant of travel
promoting. It is conceivable that they know about the sort of promoting however not
the name 'travel'.

8. Conclusion

It can be translated from the overview that compelling promoting greatly affects the
basic leadership procedure of the buyers for which the publicizing must be successful in
order to leave an enduring effect on the buyers' psyche and enable them to settle on rectify
choices.

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9. Limitations

 As convenient sampling is utilized the outcomes are not summed up.

 Due to time imperatives, the example measure is taken just 81 respondents.

10. Bibliography

 Foundations of advertising theory and practice- S A Chunawalla and K C Sethia

 Use And Effectiveness Of Billboards: Perspectives from Selective-perception Theory

And Retail-gravity Models Charles R. Taylor, George R. Franke, And Hae-kyong
Bang

 www.tdindia.com

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 11. Annexure
Hello!
I am a MBA student and conducting this research aims to Study on Impact of Outdoor
Advertising on Consumers.
Please give 5 minutes from your valuable time to fill the survey form and help me to
complete my study on the same. All the information registered will be used for academic
purpose only. The analysis of the same can be shared with you if required.
I would like to express my gratitude for sparing your valuable time. Thank you.
1. Do you read/ watch/ observe advertisements?
o All the time
o Sometimes
o Occasionally
o Never
2. Which of the following media do you prefer to see/hear advertisements?
o Newspaper/ Magazines
o TV/ Radio
o Billboards/ Hoardings
3. Are you aware of the following outdoor mediums?
Highly Aware Aware Unaware
Billboards
Digital Hoardings
Mobile Hoardings
Banners
Transits

4. Rate the effectiveness of the these advertisements in influencing your choice of

product ( 1 for most effective and 5 for least effective)
1 2 3 4 5
Billboards
Digital Hoardings
Mobile Hoardings
Banners
Transits/ Cinemas
5. What kind of outdoor advertisement do you usually observe?
 Cinema
 Public service
 Commercial/ Product ads
 Service
 Political

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6. Rate the effectiveness of the advertisements in conveying information about the
products and services advertised ( 1 for most effective and 5 for least effective)
1 2 3 4 5
Billboards
Digital Hoardings
Mobile Hoardings
Banners
Transits
7. Do you think the outdoor ads results in change of attitude?
o Yes
o No
o Maybe
8. Do you think the outdoor ads make you want to buy the product/ services advertised?
o Yes
o No
o Maybe
9. Gender
o Male
o Female
10. Age
o 18-25
o 26-35
o 36-45
o 46 & Above
11. Profession
o Student
o Salaried
o Entrepreneurs
o Senior Citizen
o Others
12. Income
o >1,00,000
o 1.00.00 – 3,00,000
o 3.00.00 – 5,00,000
o <5,00,000

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