Effectiveness of advertisements using digital signage in retail | |
| Author | Kabir, Shafquat |
| Call Number | AIT RSPR no.SM-06-117 |
| Subject(s) | Digital signatures Retail trade |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration in International Business |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-06-117 |
| Abstract | Digital Signage is one of the most important advertising media in the Out Of Home (OOH) segment, however, its effectiveness is still remains a question mark for the advertisers and advertising agencies. Studies in Bangladesh and Thailand concluded that the viewership data and target audience demographic is not readily available for digital signage, which is a deterring factor for many advertisers. The media is sometimes not well understood by the advertisers due to its Multiple roles as a fixed point media or a media for captive audience. The result of the research indicates that the length of advertisement being played in certain locations is not appropriate in terms of the time a viewer can look at the screen. Screen placement and direction can affect advertisement recall significantly and in some locations this was a problem. Attention span of the audience varies depending on the context of the screen placement. In a simplistic mixed media environment, digital signage has a higher advertisement recall rate over traditional media like posters. In a more complex environment, there was no statistically significant difference |
| Year | 2006 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration in International Business (Publication code = SM) |
| Chairperson(s) | Beise-Zee, Rian; |
| Examination Committee(s) | Igel, Barbara ;Dimmitt, Nicholas J. ; |
| Scholarship Donor(s) | AIT Fellowship ; |
| Degree | Research Studies Project Report (M. BA.) - Asian Institute of Technology, 2006 |