Consumer Preference And Effectiveness Of OOH (Out Of Home) Media In India
T. N. Swaminathan, P. K. Viswanathan and Niyati Mehta
Marketing communication is the channel through which organizations inform, persuade, and remind consumers about their products and services. Marketing communication makes a substantial contribution towards brand equity. It achieves this goal by creating a brand image and establishing a memory in consumer’s mind. The positive consequence of this is increase in sales and shareholders value. There are several modes of marketing communication that the legendary marketing Guru Philip Kotler discusses in his classic book on Marketing Management. The Purpose of this paper is to understand consumer preference for outdoor advertising and alongside to capture OOH media format and factors that impact the effectiveness of OOH.
Through a comprehensive empirical research, this study proves the following hypotheses with regard to OOH media.
- That Location of a billboard impacts its effectiveness.
- That stationary billboards are more attractive than mobile ones.
- Consumers need not necessarily give more attention to outdoor media when they are at leisure.
© Academy of Taiwan Business management Review, 9 (3), 122-131. (ISSN – 1813-0534)
Swaminathan T. N. , Great Lakes Institute of Management, Chennai, India
Viswanathan P. K., Great Lakes Institute of Management, Chennai, India
Niyati Mehta, Great Lakes Institute of Management, Chennai, India
To read the complete paper click here