Investigate the Customer's Understanding of the Billboard Advertisements

Investigate the Customer's Understanding of the Billboard Advertisements

The topic of this project is INVESTIGATE THE CUSTOMER'S UNDERSTANDING OF THE BILLBOARD ADVERTISEMENTS. The main purpose of this study focuses on the issue of investigating whether understanding of pictorial, text, and overall message and Keller model for Attention, Relevance, Confidence, and Sa...

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Main Author: Abdullah, Alkhaldi Shrouq
Format: Thesis
Language:eng
eng
Published: 2012
Subjects:
HF5801-6182 Advertising
Online Access:https://etd.uum.edu.my/3043/1/Alkhaldi_Shrouq_Abdullah.pdf
https://etd.uum.edu.my/3043/2/Alkhaldi_Shrouq_Abdullah_12.pdf
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id my-uum-etd.3043
record_format uketd_dc
institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
advisor Bohari, Abdul Manaf
topic HF5801-6182 Advertising
spellingShingle HF5801-6182 Advertising
Abdullah, Alkhaldi Shrouq
Investigate the Customer's Understanding of the Billboard Advertisements
description The topic of this project is INVESTIGATE THE CUSTOMER'S UNDERSTANDING OF THE BILLBOARD ADVERTISEMENTS. The main purpose of this study focuses on the issue of investigating whether understanding of pictorial, text, and overall message and Keller model for Attention, Relevance, Confidence, and Satisfaction (A.R.C.S) differ by gender, race, and age. This study was conducted on a different billboards located in Kedah State, Malaysia. The study also emphasises that both Gestalt theory and visuals on billboard have a dimensional effects in terms of the image, text, and overall messages of the billboards. The findings reported that there were significant differences in understanding of pictorial elements and overall messages by gender with females reporting significantly higher means than males, but there was no significant difference in understanding of textual elements by gender, race, and age. Meanwhile, the result indicated that the mean scores of females towards understanding billboards were significantly higher
format Thesis
qualification_name masters
qualification_level Master's degree
author Abdullah, Alkhaldi Shrouq
author_facet Abdullah, Alkhaldi Shrouq
author_sort Abdullah, Alkhaldi Shrouq
title Investigate the Customer's Understanding of the Billboard Advertisements
title_short Investigate the Customer's Understanding of the Billboard Advertisements
title_full Investigate the Customer's Understanding of the Billboard Advertisements
title_fullStr Investigate the Customer's Understanding of the Billboard Advertisements
title_full_unstemmed Investigate the Customer's Understanding of the Billboard Advertisements
title_sort investigate the customer's understanding of the billboard advertisements
granting_institution Universiti Utara Malaysia
granting_department Othman Yeop Abdullah Graduate School of Business
publishDate 2012
url https://etd.uum.edu.my/3043/1/Alkhaldi_Shrouq_Abdullah.pdf
https://etd.uum.edu.my/3043/2/Alkhaldi_Shrouq_Abdullah_12.pdf
_version_ 1776103613837344768
spelling my-uum-etd.30432023-04-02T01:25:54Z Investigate the Customer's Understanding of the Billboard Advertisements 2012-04 Abdullah, Alkhaldi Shrouq Bohari, Abdul Manaf Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business HF5801-6182 Advertising The topic of this project is INVESTIGATE THE CUSTOMER'S UNDERSTANDING OF THE BILLBOARD ADVERTISEMENTS. The main purpose of this study focuses on the issue of investigating whether understanding of pictorial, text, and overall message and Keller model for Attention, Relevance, Confidence, and Satisfaction (A.R.C.S) differ by gender, race, and age. This study was conducted on a different billboards located in Kedah State, Malaysia. The study also emphasises that both Gestalt theory and visuals on billboard have a dimensional effects in terms of the image, text, and overall messages of the billboards. The findings reported that there were significant differences in understanding of pictorial elements and overall messages by gender with females reporting significantly higher means than males, but there was no significant difference in understanding of textual elements by gender, race, and age. Meanwhile, the result indicated that the mean scores of females towards understanding billboards were significantly higher 2012-04 Thesis https://etd.uum.edu.my/3043/ https://etd.uum.edu.my/3043/1/Alkhaldi_Shrouq_Abdullah.pdf text eng public https://etd.uum.edu.my/3043/2/Alkhaldi_Shrouq_Abdullah_12.pdf text eng public masters masters Universiti Utara Malaysia Aguliar, J. (2005). Valuation of off-Premise. Right of way, 52. Aufricht, M. E., Weinstein, R. Z., & Broadwell, G. J. (2005). Interactive advertisement mechanism on a mobile device: Google Patents. Barrios, J. (2003). Billboards That Know You. The New York Times, 55. Beverland, M. B., Lindgreen, A., & Vink, M. W. (2008). 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