Volume 6, Issue 11 (9-2016)                   دانشگاه هنر اصفهان 2016, 6(11): 87-98 | Back to browse issues page

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Nazeri A, Sobhanifard Y. Evaluation of effectiveness factors on use of commercial billboard design by Isfahan advertising company. دانشگاه هنر اصفهان. 2016; 6 (11) :87-98
URL: http://ph.aui.ac.ir/article-1-214-en.html
Abstract:   (4117 Views)

According to studies about commercial billboards, some factors seem to be important to welcome by advertising companies: Type of business activity, The size of the company, Participants’ perceptions of the effectiveness of advertising, Competitors and Industry Activities, Power Financial Corporation, Billboard participants’ perceptions about the media and its benefits, Advertising and marketing activities of its risk-taking, Sensible response to the billboard, Medium price, Written and visual appeal, Local presence, Performance Media, Restrictive laws, Geographical distribution, Visibility, Cost and Billboard. This study seeks to answer these questions that which of these factors with the greatest impact on the selection and use of billboard advertising in the city? Because the measurement of these factors can be good ways to optimize and increase the use of billboard advertising provided. This research is a quantitative survey was conducted. Population for this study was a randomized, 76 specialists are employed in 35 companies of advertising. The main instrument of data collection survey questionnaire. The validity and reliability of the questionnaire survey involved a total of 60 questionnaires were returned and was advertising. Data obtained by using descriptive statistics were analyzed in spss software. The results show that the most important factors related to Billboard functionality and visual appeal of it. The graphic designer advertisers’ role in the effectiveness of the advertising media that rely on innovative designs visually appealing design and use of billboards can promote commercial advertising billboards.

Full-Text [PDF 389 kb]   (4271 Downloads)    
Type of Study: review | Subject: هنرهاي تجسمي

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