The great outdoors : an investigation into the value of out-of-home advertising /
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(Published version)
Date
2021
Authors
Talbot, Danielle
Editors
Advisors
Journal Title
Journal ISSN
Volume Title
Type:
thesis
Citation
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Conference Name
Abstract
This thesis explores the value of out-of-home (OOH) advertising from the practitioner perspective. Though advertisers are spending billions on the medium (Guttmann 2020), research into the changing landscape of the OOH industry (e.g., the introduction of digital and contemporary formats), and the media planning decision-making associated with such changes, has been largely neglected (Roux, van der Waldt & Ehlers 2013; Taylor 2012). This research therefore investigates: (1) the key reasons why practitioners use OOH and its varying formats; (2) the execution tactics found to contribute to OOH advertising effectiveness across formats; and (3) the current measurement methods considered important to evaluating OOH advertising.
School/Discipline
University of South Australia. UniSA Business.
UniSA Business
UniSA Business
Dissertation Note
Thesis (Masters by research(Marketing and related studies))--University of South Australia, 2021.
Provenance
Copyright 2021 Danielle Talbot.
Description
1 ethesis (xvi, 238 pages) :
colour illustrations.
Includes bibliographical references (pages 118-133)
colour illustrations.
Includes bibliographical references (pages 118-133)
Access Status
506 0#$fstar $2Unrestricted online access