The Optimal On-Screen Location of Outdoor Advertising
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This research analyzed the optimal contents exposure place on the screen of outdoor advertising. For the purpose of analysis, the screen of outdoor advertising was divided into 9 squares and in each of the square area a brand was placed. 98 subjects participated in the questionnaire and their responses were analyzed to find out how the exposure types and locations of brand images on the screen affect attention effects. As the results of the analysis showed, the subjects reported paying the highest attention to the square 5, the center area of the screen, regardless of contents of the message. The respondents preferred moving image to stationary image and were more attentive on a certain area on which extra emphasis was put. The research results may help finding out the optimal place for the message on the screen of outdoor advertising and also the best exposure type.
Abstract
This research analyzed the optimal contents exposure place on the screen of outdoor advertising. For the purpose of analysis, the screen of outdoor advertising was divided into 9 squares and in each of the square area a brand was placed. 98 subjects participated in the questionnaire and their responses were analyzed to find out how the exposure types and locations of brand images on the screen affect attention effects. As the results of the analysis showed, the subjects reported paying the highest attention to the square 5, the center area of the screen, regardless of contents of the message. The respondents preferred moving image to stationary image and were more attentive on a certain area on which extra emphasis was put. The research results may help finding out the optimal place for the message on the screen of outdoor advertising and also the best exposure type.
참고문헌 (8)
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