SOURCE: Journal of Advertising, spring 2008; 31,1 ABI/INFORM Globe pg.59
AUTHORS: Rick T. Wilson, Brian D.Till
SUMMARY: This article is based upon a field study that was conducted in New York city’s LaGuardia Airport to show the ways to be effective in airport advertising. The reason for a such research is explained in the article to be, traditional advertising being inefficient as people spent more time out of home. Considering also that there has been an increase in air traffic by %20, so does the flight delays and people has to spend more time on airports and the firms decided to take advantage this situation and conduct field studies on how to be effective about airport advertising.
There has been 3 studies on airport advertising. The first study is an ethnographic observational study of people’s interaction with airport advertising. It has been a qualitative research. İn which ineractions between members and memebers and objects are observed among different group of interests. The results of this ethnogapic study suggests that placement of ad s is very imprtant for recognition and it is important for airports advertisements to be located away from security checkpoint and not in the gate waiting area.
The second and the third studies examine recall and recognition of airport advertising and seek to identify relevant variables that impact such recall and recognition. In the reseach for recognition, it is measured if the individual does remember seeing a particular ad and recall is defined to be the ability to identify a memory trace for an ad without being prompted by the ad itself. Both of the researches are descriptive and in the airport advertising case, the article emphasises that, the main issue fort he recognition of an ad in an airport is the number of flights from that airport. Not age or gender but people who flies more does recognize the ad s more. The most efficient location for airport ads to be recognized are the corridor sides and multiple ads near retail outlets.
The third study is on recall. The mehtod that has been succesfully used for home advertisement successfully in many out-of home ad studies. On contrary to recognition studies, it is told that spending more time in airports or placement is not that important. The shape of the ads and the number of wording ana a unique size is also outlined to be important in airport advertising. According to the research, another important issue for recall is the advertisements to be composed of airport or flight related themes.
Based on these three studies five general themes appear to be significant. The first is where the ad is located. The second is the activities of the passengers and their concentration level. The third theme is the consistancy of the ad s in airports with other out-of home ads and using executiorelated elements. The fourth theme tells us that some ads create recall and some create recognition. The fifth element identified has been the charecteristics of the passengers .
Finally, it is argued in the article that the airport advertisers are recommended to use multimethod approach to be more efficient and take the above mentioned five themes with also taking the airport management’s approval and help in providing necessary services.
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