Current studentsExisting staffContact us
 

The great outdoors : an investigation into the value of out-of-home advertising /

Simple item page
dc.contributor.authorTalbot, Danielle
dc.contributor.schoolUniversity of South Australia. UniSA Business.
dc.contributor.schoolUniSA Business
dc.date.issued2021
dc.description1 ethesis (xvi, 238 pages) :
dc.descriptioncolour illustrations.
dc.descriptionIncludes bibliographical references (pages 118-133)
dc.description.abstractThis 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.
dc.description.dissertationThesis (Masters by research(Marketing and related studies))--University of South Australia, 2021.
dc.identifier.urihttps://hdl.handle.net/11541.2/26034
dc.language.isoen
dc.provenanceCopyright 2021 Danielle Talbot.
dc.subjectout-of-home;advertising;media
dc.subject.lcshAdvertising
dc.subject.lcshAdvertising media planning.
dc.subject.lcshAdvertising, Outdoor.
dc.titleThe great outdoors : an investigation into the value of out-of-home advertising /
dc.typethesis
dcterms.accessRights506 0#$fstar $2Unrestricted online access
ror.fileinfo12228219110001831 13228219100001831 Talbot, Danielle - Thesis
ror.mmsid9916534010001831

Files

Original bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
Talbot, Danielle - Thesis_Redacted.pdf
Size:
17.62 MB
Format:
Adobe Portable Document Format
Description:
Published version
Download

Collections