The research aims to study on influence of outdoor advertising on consumers. - Up to what extent are the people are exposed to outdoor advertising? - How many of them have applied the advertising message in their lives and experienced change of attitude? - How many of them purchase products/services promoted in outdoor advertising? - To analyse the variety of outdoor ads - To study and measure the impact of outdoor ads among the consumers. - To study the influence of outdoor ads on consumers choice of products and services. - To study the impact of outdoor advertisements on conveying advertising messages

1. “A study on influence of outdoor
advertising on consumers”
Gaurav Kale - 43
Marketing
St. Francis Institute Of Management & Research

2. Introduction
Outdoor Advertisement
 It is a board term that describes any type of
advertising that reaches the consumers when
he or she is out of the home
 It is a mass marketing medium just like a
broadcast.
 Used for broad messages, branding and
support campaigns

3. Types of Outdoor Advertisements
Billboards
Mobile
Hoardings
Digital
Hoardings
Transits
Banners

4. Up to what extent
are the people are
exposed to outdoor
advertising?
How many of them
have applied the
advertising
message in their
lives and
experienced
change of attitude?
Need for Study

5. Objectives
 To analyse the variety of outdoor ads
 To study and measure the impact of
outdoor ads among the consumers.
 To study the influence of outdoor ads on
consumers choice of products and
services.
 To study the impact of outdoor
advertisements on conveying advertising
messages

6. • Exploratory
• Descriptive
Research
Type
• Primary
• Secondary
Data
Collection
• Sampling Frame: 81 respondents
• Sampling Technique: Convenient sampling
• Population: Individuals
Sampling
Design
• Analysis is based on both
primary as well as secondary
data.
Data
Analysis
Research Methodology

7. Analysis Of Data
Demographic Numbers Percent
Gender
Male 43 53.09
Female 38 46.91
Age (Yrs.)
18-25 71 87.65
26-36 9 11.11
36-45 1 1.23
46 & Above 0 00
Profession
Student 41 50.62
Salaried 34 41.98
Entrepreneurs 3 3.70
Senior Citizen 0 0
Others 3 3.70
Income
Less than 1,00,000 37 45.68
1,00,000 – 3,00,000 20 24.69
3,00,000 – 5,00,000 11 13.58
Above 5,00,000 13 16.05

8. 59%
33%
8%0%
EXPOSURE
All the times
Sometimes
Occasionally
Never
26%
57%
17%
PREFERENCE
Newspaper/ Magazines
TV/ Radio
Hoardings
Exposure to
outdoor advertisements.
Preference to see/hear
advertisements

9. 0
10
20
30
40
50
60
70
Outdoor Media
AWARENESS
Highly Aware
Aware
Unaware
19
19
15
11
8
23
21
22
25
18
22
22
24
22
29
8
13
12
15
15
9
6
8
8
11
0 20 40 60 80 100
Billboards
Digital Hoardings
Mobile Hoardings
Banners
Transits
EFFECTIVENESS
1 2 3 4 5
Awareness of the
outdoor medium
Effectiveness of the
advertisements in
influencing the choice
of the products

10. 25%
14%
33%
12%
16%
DIFFERENT KINDS OF ADVERTISEMENTS
Cinema
Public Service
Commercial/
Products Ads
48%
9%
43%
CHANGE IN ATTITUDE
Yes
No
Maybe
Different kinds of
advertisements usually
observed
Outdoor Ads results
in change of attitude

11. 1 2 3 4 5
Billboards 16 21 30 12 2
Digital Hoardings 17 27 24 8 5
Mobile Hoardings 12 25 24 17 3
Banners 7 32 24 15 3
Transits 11 16 33 15 6
Rate the effectiveness of the advertisements in conveying information about the
products and services advertised
Does Billboard Advertising convey the advertising message better than any other form
of advertising?
H0 Billboard advertising is more likely to convey the advertising message better
than other forms of advertising.
H1 Billboard advertising is not more likely to convey the advertising message better
than other forms of advertising

12. Anova:Single Factor
SUMMARY
Groups Count Sum Average Variance
Billboards 81 206 2.54321 1.10123
DigitalHoardings 81 200 2.46914 1.25216
Mobile Hoardings 81 217 2.67901 1.17068
Banners 81 218 2.69136 0.99105
Transits 81 232 2.8642 1.21883
ANOVA
Source of Variation SS df MS F P-value F crit
Between Groups 7.4963 4 1.87407 1.63419 0.16478 2.39425
Within Groups 458.716 400 1.14679
Total 466.212 404

13. 42%
16%
42%
Want to Buy
Yes
No
Maybe
Outdoor Ads make you want to buy the
products and service advertised

14. Findings From The Data
Collected
 Most of the respondents have exposure to outdoor
advertising
 Outdoor advertising is effective to some extent in
changing people’s decisions and making them buy
the product.
 Billboards are rated most effective type of outdoor
media.
 Billboard advertising is more likely to convey the
advertising message better than other forms of
advertisings.

15. Time Data
Limitations

16. Recommendations
1.
• Include some social
messages
2.
• More awareness about
transit advertising
3
• Location

17. Conclusion
It can be interpreted from the survey
that effective advertising has a great
impact on the decision-making process
of the consumers for which the
advertising has to be effective so as to
leave a lasting impact on the
consumers’ mind and help them make
correct decisions.

18. References
 Foundations of advertising theory and practice- S A
Chunawalla and K C Sethia
 Use And Effectiveness Of Billboards: Perspectives from
Selective-perception Theory And Retail-gravity Models
Charles R. Taylor, George R. Franke, And Hae-kyong Bang
 The Effects Of Outdoor Advertisements On Consumers: A
Case Study Gulmez Mustafa, Karaca Sukran, Kitapci Olgun
 Research Paper On Billboard Advertisement: Title: The
Impact Of Zain Billboard Advertisements On Students, A
Study Of The Ghana Institute Of Journalism Maxwell
Akalaare Adombila (Ghana Institute of Journalism (GIJ))
 www.tdindia.com

19. Thank You