Airport Advertising Effectiveness: An Exploratory Field Study

Rick T. Wilson · Brian D. Till

42 citations0/0 files storedJournal of Advertising

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Marketing and Advertising Strategies Digital Marketing and Social Media Advertising and Communication Studies

Abstract

Transit advertising is a growing category of out-of-home advertising and an area that has received little academic attention. A field study was conducted in New York City's LaGuardia Airport to explore the effectiveness of airport advertising. The results of three studies—ethnographic, recognition, and recall—produced five general themes. Of particular interest is that depending on the type of advertising effectiveness measurement tool used by the researcher—recognition or recall—different characteristics of the advertisement or its execution correlate more strongly with one measurement tool than the other. Message response involvement provides an integrated theory that ties these findings together.

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References

1977The Measurement of Observer Agreement for Categorical Data 1995Subcultures of Consumption: An Ethnography of the New Bikers 1987Membership Roles in Field Research 2003Measurement of Observer Agreement 1994Market-Oriented Ethnography: Interpretation Building and Marketing Strategy Formulation 1984Audience Involvement in Advertising: Four Levels 1989Information Processing from Advertisements: Toward an Integrative Framework 1991Enhancing and Measuring Consumers' Motivation, Opportunity, and Ability to Process Brand Information from Ads

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