Effectiveness of Billboards in Vadodara Payal Patel MBA –III (Marketing)

Primary objective: To study the effectiveness of billboards in Vadodara Secondary objective: 1. To study technical factors having impact on effectiveness of billboards 2. To study marketing factors having impact on effectiveness of billboards

Literature Review – 1 Donthu, Naveen; Cherian, Joseph; Bhargava, Mukesh conclude that Black and white ads with few words and on the right-hand side of highways were more effective than color ads with many words and on the left-hand side of surface streets. Those who paid more attention to outdoor ads and had a positive attitude toward advertising recalled more ads than those who did not pay attention to outdoor ads and had a negative attitude toward advertising. Factors examined under the study were location, position, content, involvement with the products being advertised, attention to outdoor ads, and attitude toward advertising. Factors influencing recall of outdoor advertising Journal of Advertising Research, Volume 33(3)

Literature Review – 2 Paul Suggett, Advertising Expert conclude that there are basic six rules that must be taken care while going for billboards advertisements. For Billboards, Six Words or Less is Ideal. Get Noticed, But Don’t Make Your Billboards a Huge Distraction. This is Not the Time for Direct Response. Billboards Should Be Smart, But Not Too Clever. The More Billboards, the Better. Don’t Say It, Show It. The Six Basic Rules of Billboard Advertising Paul Suggett, Advertising Expert

Literature Review – 3 Assist. Prof. Ph.D. ElifEda Balkafl, Assist. Prof. Ph.D. Nesrin Tan Akbulut, Esin Kartopu conclude that gathering the attention of target audiences to the advertisement. The basic concepts; sexuality, fear, colour of the billboard (text, figures), legibility, readability, contrast, balance, excitement, use of white spaces, humour and texture, harmony and focal point used in Billboards, enable this medium to reach large audiences effectively. In designing Billboard advertisements, designing, attention and perception criteria's are very important(sexuality, fear,colour of the billboard (text, figures), legibility, readability, contrast, balance, excitement, use of white spaces, humour, texture, harmony and focal point. AN EVALUATIVE STUDY OFBILLBOARD ADVEDTISEMENT’SATTENTION-PERCEPTION AND DESIGN CRITERIAS

Literature Review – 4 Steven Clark Henson(2009) conclude that Although evidence of several studies makes claims showing that there is no correlation between traffic collisions in environments with a digital billboard. Therefore, this study cannot say with complete confidence whether digital billboards contribute to the accident rate in any given area. As it was found in this study as well, what can be inferred is that drivers are more likely to glance at a digital billboards as opposed to a standard billboard and the odds of a vehicular accident or near accident are twice as likely when a driver turns away from looking forward on the road for more than two seconds. Digital billboards simply add to driver distraction environment. DIGITAL BILLBOARD SAFTY AMONGST MOTORISTS IN LOS ANGELES Steven Clark Henson, Department of Geography – CSUN, Spring 2009

Literature Review – 5 Leo O.N. Edegoh ,Ifeyinwa Maureen Nwanolue, Nkiru Comfort Ezeh (25-7-13) conclude that The main purpose of billboard advertising is to create awareness of the existence of products, services, etc, particularly newly introduced goods or products, and new brand(s) of existing products. Billboards influence consumers’ decision and increase sales. When positioned in strategic locations, billboards can command very high vehicular and pedestrian traffic. Billboards, from the findings of this study, create attraction not to the products they advertise but to the models who endorse the products. International Review of Social Sciences and Humanities Vol. 6, No. 1 (2013), pp. 217-227

Research Methodology Number of sample: 200 Sampling area: Vadodara city Sampling method: Convenience sampling Research instrument: Questionnaire Source of data: primary data Individual Respondent Secondary data Magazine articles News paper articles Websites and Online Articles

Gender * Age Crosstabulation Demographics of Samples Gender * Age Crosstabulation Count   Age  Total <=20 > 50 21 - 30 31 - 40 41 - 50 Gender Female 8 1 46 26 10 91 Male 21 33 27 22 113 29 11 79 53 32 204

Demographics of Sample Education * Occupation Crosstabulation Count   Occupation Total Others Salaried person Self employed Student Education Graduation 12 26 32 33 103 Post Graduation 36 9 7 52 Under Graduation 14 6 22 49 68 48 62 204 Education * Annual Income Crosstabulation Count   Annual Income Total 10,00,000 & above 2,00,000 to 5,00,000 5,00,000 - 10,00,000 less than 2,00,000 Education Graduation 4 31 11 57 103 Post Graduation 5 20 13 14 52 Under Graduation 2 9 38 49 60 24 109 204

Data analysis Which medium of advertising do you noticed?

Most of which type of billboards do you noticed?

Rate the following technical features of billboards on following base

Rate the following marketing features of billboards on following bases

Rate the following locational factors of billboards

7. You find billboards about which categories?

Findings Although, Television Advertisements (91%) are the most noticed Advertising medium, Billboards (80%) are quite significant medium for for promoting products and services. Among Billboards - Painted Billboards (80%) and Digital Billboards (76%) are widely noticeable.

Findings Technical Factors: Bigger Size of Billboards is preferred by most of sample. Where as Regarding Color – sample preferred more colorful to moderate colors Regarding text and pictures, the overall opinion suggested appropriate proportions should be there.

Findings Marketing Factors: Location and Brand are the major aspects because of which billboards gets noticed. Where as Price Indication, repetition and Local issues are moderately helpful The Billboards which are located in populated areas like market bazaar and public places tends to have higher visibility. Billboards near Traffic Signals are also significant, where as highway billboards are noticed less.

Suggestion Use Painted / Digital Billboards with Bigger size, Moderate colors, pictures and texts. Also Location of billboards should be either populated areas or traffic signal for better visibility. Brand Name also plays vital role in effectiveness.