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 highe

Abdullah, Alkhaldi Shrouq

English

Universiti Utara Malaysia: UUM eTheses

IS INVESTIGATE THE CUSTOMER'S UNDERSTANDING OF THE BILLBOARD ADVERTISEMENTS all ALKHALDISHROUQABDULLAH UNIVERSITI UTARA MALAYSIA 2012 PERMISSION TO USE In presenting this thesis in partial fulfillment of the requirements for a postgraduate degree Master of Science Management from University Utara Malaysia, I agree that the university's library may it freely available for inspection. I further agree that permission for copying this thesis in any manner, in a whole or in a part, for scholarly purpose may be granted by my supervisor or in their absence, by the Dean of Othman Yeop Abdullah Graduate School of Business, UUM. It is understood that any copying or publication or use of this thesis or parts thereof for financial gain shall not be allowed without my written permission. It is also understood that due recognition shall be given to me and to University Utara Malaysia for any scholarly use which may be made of any material from my thesis. Requests for permission to copy or to make other use of materials in this thesis, in whole or in part shall be addressed to: Dean of Othman Yeop Abdullah Graduate School of Business College of Business (COB) University Utara Malaysia (UUM) 060 10 Sintok Kedah Darul Aman ABSTRACT 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. ACKNOWLEDGEMENTS An outstanding cooperation of dedicated professional at Othman Yeop Abdullah Graduate School of Business made the creation of the thesis a pleasure. My supervisor Mr. ABDUL MANAF BIN BOHARI, enthusiastically support and backed the project and play a large role in completing the thesis. Thank you very much for the invaluable guidance, encouragements, suggestions, comments, and assistances through-out the period of this thesis. Your kind advice will encourage me to do further research in future. I thank the faculty staff for valuable information, supply many insightful reaction, and suggestions for final works improvements especially for Prof. Noor Azizi Ismail, Dean of Othman Yeop Abdullah Graduate School of Business, UUM. Also, I am particularly grateful to my colleagues, friends, and course-mates who in anyway help me through this research paper. Finally, I am indebted to my husband Abdullah and my daughter Raneem. Thanks a lot for giving me more chance and more time to complete this final report. Special thanks for their support, commitment, and understanding in helping me pull through this course. I appreciate the contribution from all of my family. All of you are wonderful helpmate. Thank you for everything. Shrouq Abdullah Alkhaldi 804 1 10 1 APR 2012 TABLE OF CONTENTS PERMISSION TO USE DISCLAIMER ABSTRACT ACKNOWLEDGEMENT TABLE OF CONTENTS LIST OF FIGURE LIST OF TABLE CHAPTER ONE: INTRODUCTION 1.0 Introduction 1.1 Background 1.2 Problem Statement 1.3 Research Objectives 1.4 Research Questions 1.5 Scope of the study 1.6 Significance of the study 1.7 Research Limitation 1.8 Difinition of Terms 1.9 Organization of the Thesis 1.10 Summary CHAPTER TWO: REVIEW OF THE LITERATURE 2.1 Introduction 2.2 Motivational Billboards 2.2.1 Enthusiasm PAGE . . . 111 iv v vi vii X xi vii 2.2.2 Understanding 2.2.3 Interest 2.2.4 Asynchronous interactive 2.3 Types of Billboard 2.3.1 Traditional Billboards 2.3.2 Mechanical Billboards 2.3.3 Digital Billboards 2.3.4 Mobil Billboards 2.4 Marketing advertisementst(ads) based Gestalt Theory 2.4.1 Overview 2.4.2 Roles of Gestalt Theory 2.5 ARCS Theory 2.6 Related Works 2.7 Summary CHAPTER THREE: RESEARCH METHODOLOGY 3.1 Introduction 3.2 Theoretical Framework 3.3 Research Hypothesis 3.4 Research Method and Design 3.5 Population and samples 3.6 Variables 3.6.1 Independent and Dependent Variables 3.7 Instruments 3.8 Pilot Tests 3.9 Validity and Reliability 3.1 0 Procedures of Study 3.1 1 Data Collection 3.12 Data Analysis 3.13 Billboard Samples 3.14 Summary . . . Vll l  CHAPTER FOUR: FINDINGS AND RESULTS 4.1 Introduction 4.2 Testing of the Hypotheses 4.3 Summary of Results 4.4 Summary of Findings CHAPTER FIVE: DISCUSSION AND FUTURE RESEARCH 5.1 Introduction 5.2 Discussion 5.3 Suggestions for Future Research 5.4 Conclusion REFERENCES APPENDICES LIST OF FIGURE PAGES Figure 2.1 : Gestalt theory based objects Figure 2.2: Example of the rule of proximity Figure 2.3: A real-world example of the law of proximity Figure 2.4: Example of rule of similarity Figure 2.5: Example of rule of closure Figure 2.6: Example of rule of simplicity Figure 2.7: Example of rule of repetition Figure 2.8: Example of rule of figurelground Figure 2.9: User interaction Figure 2.10: Ad Intrusiveness model A Figure 2.1 1 : Ad Intrusiveness model B Figure 3.1 : Theoretical Framework Figure 3.2: Adapted Model Figure 3.3: Dependent and Independent Variable LIST OF TABLES PAGES Table 3.1 : Independent and Dependent Variables Table 3.2 Measurement of Variables. Table 4.1 : Means, standard deviation and results of ANOVA for understanding of pictorial elements, text elements, and overall messages by gender Table 4.2: Means, standard deviation and results of ANOVA for understanding of pictorial elements, text elements, and overall messages by race Table 4.3: Means, standard deviation and results of ANOVA for understanding of pictorial elements, text elements, and overall messages by age Table 4.4: Means, standard deviation and results of ANOVA for understanding of pictorial elements, text elements, and overall messages by gender Table 4.5: Means, standard deviation and results of ANOVA for motivating Attention, Relevance, Confidence, Satisfaction by race Table 4.6: Means, standard deviation and results of ANOVA for motivating Attention, Relevance, Confidence, Satisfaction by age CHAPTER 1 INTRODUCTION 1.0 Introduction This chapter explained the background of this work and the research problems that need to be solved in terms of the research questions. The chapter also described in details the definition of terms, Limitation, scope and its significance in order. Billboards are considered to be one of the most powerful form of advertising that widely used all over the world to deliver fast and quick concept to the audience (Taylor, Franke, & Bang, 2006). The reason why billboards are more essential these days is because they target a certain group that no other advertising form can target. Billboards are usually placed in highways and main stream streets and serve a certain purpose and that is to capture the audience's attention quickly because the target intended is a movable one and can't stop and view the visual design and admire it's details, and that's why billboards come in handy because they serve that purpose by delivering a quick message to the moving target such as vehicles and pedestrian (Barrios, 2003; Clifford, 2008). This first appearance and use for the billboards were in the 1980's and grew popular ever since because of their intriguing different colors, designs, and messages. Billboards are efficient and interesting advertising tool and they are easily noticed because of the visual elements and the way they are used in the billboards, billboards are also quickly changed and have a short life limit yet make a quick impact and should be simple yet The contents of the thesis is for internal user only References 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). Projecting authenticity through advertising: Consumer judgments of advertisers' claims. Journal of Advertising, 37(1), 5-15. Castro, C. B., Martin Armario, E., & Martin Ruiz, D. (2007). The influence of market heterogeneity on the relationship between a destination's image and tourists' future behaviour. Tourism Management, 28(1), 175- 1 87. Clifford, S. (2008). Billboards That Look Back. New York Times, 31. Corsini, R. J., & Wedding, D. (20 10). Current psychotherapies: BrooksICole Pub Co. De Mooij, M. K. (2009). Global marketing and advertising: Understanding cultural paradoxes: Sage Publications, Inc. De Vecchi, N. (2003). The place of gestalt psychology in the making of Hayek's thought. History of political economy, 35( 1 ), 135. Desolneux, A., Moisan, L., & Morel, J. M. (2008). From gestalt theory to image analysis: a probabilistic approach: Springer Verlag. Doole, I., & Lowe, R. (2008). International marketing strategy: analysis, development and implementation: Cengage Learning EMEA. Englis, B. G., & Solomon, M. R. (2000). LifeIStyle Online0 a web-based methodology for visually-oriented consumer research. Journal of Interactive Marketing, 14( I), 2-14. Fitzek, H. (2010). Morphologische Beschreibung. Handbuch Qualitative Forschung in der Psychologie, 692-706. Floyd, M. F., Gibson, H., Pennington-Gray, L., & Thapa, B. (2003). The effect of risk perceptions on intentions to travel in the aftermath of September 11, 2001. Safety and Security in Tourism: Relationships, Management, and Marketing, 19-3 8. Gaynier, L. P. (2005). Transformative mediation: In search of a theory of practice. ConfIict Resolution Quarterly, 22(3), 3 97-408. Grayson, K., & Shulman, D. (2000). Impression management in services marketing. Handbook of Services Marketing and Management, 5 1-67. Gretzel, U., Yuan, Y. L., & Fesenmaier, D. R. (2000). Preparing for the new economy: Advertising strategies and change in destination marketing organizations. Journal of travel Research, 39(2), 146. Gurwitsch, A. (2010a). A non-egological conception of consciousness. The Collected Works of Aron Gurwitsch (1 901-1 973), 3 19-334. Gurwitsch, A. (2010b). Some aspects and developments of gestalt psychology. The Collected Works of Aron Gurwitsch (1 901 -1 973), 1-6 1. Hartmann, G. W. (2006). Gestalt psychology: A survey of facts and principles: Kessinger Publishing. Hoffman, K. D., Kelley, S. W., & Chung, B. C. (2003). A CIT investigation of servicescape failures and associated recovery strategies. Journal of Services Marketing, 17(4), 322-340. Keller, J. M. (2001). Development and use of the ARCS model of motivational design. Classic writings on instructional technology, 2,223-238. Kerr, G. F., Proud, W., & Beede, P. (2007). Designing executive education curricula to fit the professional development continuum: the case of advertising and public relations practitioners in Australia. Journal of Advertising Education, 1 l(1). King, D. B., & Wertheimer, M. (2005). Max Wertheimer & gestalt theory: Transaction Pub. Legris, P., Ingham, J., & Collerette, P. (2003). Why do people use information technology? A critical review of the technology acceptance model. Information & Management, 40(3), 191 -204. Lester, B. D., & Dassonville, P. (2011). Attentional control settings modulate susceptibility to the induced Roelofs effect. Attention, Perception, & Psychophysics, 1 -9. Lindsay, R., & Gorayska, B. (2002). Relevance, goal management and cognitive technology. International Journal of Cognition and Technology, 1(2), 187-232. Lobb, B., Harre, N., & Terry, N. (2003). An evaluation of four types of railway pedestrian crossing safety intervention* 1. Accident Analysis & Prevention, 35(4), 487-494. Magro, M. E. (2008). The experience of the adolescent in a place of safety. University of Pretoria. Mondor, T., & Bryden, M. (1992). On the relation between auditory spatial attention and auditory perceptual asymmetries. Attention, Perception, & Psychophysics, 52(4), 393-402. Mulken, M., le Pair, R., & Forceville, C. (2010). The impact of perceived complexity, deviation and comprehension on the appreciation of visual metaphor in advertising across three European countries. Journal of Pragmatics, 42(12), 341 8- 3430. Novick, L. R., & Catley, K. M. (2007). Understanding phylogenies in biology: The influence of a Gestalt perceptual principle. Journal of Experimental Psychology: Applied, 13(4), 197. Open Source GIs History. Retrieved 1 2-July, 20 1 1, fiom http://en.wikipedia.org/wiki/Geographic information systemkite note-Snow-3 Pelli, D. G., Majaj, N. J., Raizman, N., Christian, C. J., Kim, E., & Palomares, M. C. (2009). Grouping in object recognition: The role of a Gestalt law in letter identification. Cognitive neuropsychology, 26(1), 36. Pulli, K., Cohen, M., Duchamp, T., Hoppe, H., Shapiro, L., & Stuetzle, W. (1997). View- based rendering: Visualizing real objects from scanned range and color data. Paper presented at the Eurographics Workshop on Rendering. Raguso, R. A. (2004). Flowers as sensory billboards: progress towards an integrated understanding of floral advertisement. Current Opinion in Plant Biology, 7(4), 434-440. Shanahan, K. J. (2003). The degree of congruency between roadside billboard advertisements and sought attributes of motels by US drive tourists. Journal of Vacation Marketing, 9(4), 38 1. Sokolova, M., Shah, M., & Szpakowicz, S. (2006). Comparative analysis of text data in successful face-to-face and electronic negotiations. Group Decision and Negotiation, 15(2), 127- 140. Taylor, C. R., Franke, G. R., & Bang, H. K. (2006). Use and effectiveness of billboards: perspectives from selective-perception theory and retail-gravity models. Journal of Advertising, 35(4), 2 1 -34. Terry-Mcelrath, Y., Wakefield, M., Ruel, E., GEORGE, I. B., Emery, S., Szczypka, G., et al. (2005). The effect of antismoking advertisement executional characteristics on youth comprehension, appraisal, recall, and engagement. Journal of Health Communication, 10(2), 127- 143. Wallace, B. (2003). Driver distraction by advertising: genuine risk or urban myth? Municipal Engineer, 156(3), 185-1 90. 

Investigate the Customer's Understanding of the Billboard Advertisements

http://etd.uum.edu.my/3043/2/Alkhaldi_Shrouq_Abdullah_12.pdf

Investigate the Customer's Understanding of the Billboard Advertisements

Abstract

Similar works

Full text

Available Versions

Universiti Utara Malaysia: UUM eTheses