从顾客的角度评价户外广告的效果

IF 16.4 1区化学 Q1 CHEMISTRY, MULTIDISCIPLINARY

Accounts of Chemical Research Pub Date : 2023-03-30 DOI:10.9770/jesi.2023.10.3(1)

Margarita Išoraitė, Gintarė Gulevičiūtė

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引用次数: 0

摘要

本文旨在从顾客的角度探讨户外广告的技术和特点。本文分析了户外广告和户外广告的有效性。文献分析表明，以往对户外广告特性和有效性的研究主要集中在户外广告的不同方面；影响人们对新商品和购买刺激的态度的因素仍有待探索。本研究旨在探讨户外广告的当代方法和特点。研究问题与研究目的有关。作者试图澄清哪些户外广告元素最有效，并影响购买决策。研究结果表明，最有效的户外广告类型是照明广告、户外屏幕广告和大众广告（带品牌名称的大写字母），其中新技术发挥了最关键的作用

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Outdoor advertising effectiveness evaluation from customers' view

. This article aims to explore the techniques and features of outdoor advertising from customers' views. This article analyses outdoor advertising and outdoor advertising effectiveness. The literature analysis showed that previous studies on outdoor advertising peculiarities and effectiveness focused on different aspects of outdoor advertising; factors affecting attitudes towards new items and buying stimuli still need to be explored. This study aims to investigate contemporary methods and characteristics of outdoor advertising. The research questions are related to the purpose of the research. The authors seek to clarify which outdoor advertising elements are most effective and influence purchasing decisions. The study results showed that the most effective types of outdoor advertising were lighting advertising, advertising on outdoor screens, and mass advertising (large letters with brand names), with the new technologies playing the most critical role

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来源期刊

Accounts of Chemical Research 化学-化学综合

CiteScore

31.40

自引率

1.10%

发文量

312

审稿时长

2 months

期刊介绍： Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance. Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.