Outdoor Advertising Campaign Strategy Based on Region Functional Attributes and Mobility Patterns

Abstract. Relevance. Currently, agroholdings actively use advertising to increase the recognition of agro-products, since advertising effectively affects the target segment, gives consumers new knowledge and opportunities to choose alternative products, which in turn increases satisfaction from purchase. Purpose. The article presents the main provisions of the development of measures aimed at improving the advertising activities of agricultural holdings (using the example of grain specialization). Methods. Among the common promotion methods, the authors distinguish the following: printing materials, online advertising, service, gift certificates, promotions, outdoor advertising. The current system of intra-company advertising was diagnosed and recommendations were made to improve the organization and planning of grain specialization advertising: the development of social networks, creative outdoor advertising. The main research methods are horizontal and vertical analysis, comparison and grouping methods. The proposed recommendations are supported by calculations, the forecast values of indicators and their relationship with the sale of agricultural products are indicated. Scientific novelty. In the analysis of intra-company advertising, it was established that a decrease in the use of advertising funds leads to the fact that the invested funds in advertising do not bring the expected results and show a decrease in the effectiveness of advertising. To solve the problem, the author developed a system of events: the creation of a creative advertising campaign in a magazine, creative outdoor advertising. Results. With increased investment in advertising, the return on investment ratio increases at a much faster pace, which indicates the advantage of online advertising and an increase in the number of visitors and buyers, an increase in profitability by more than 15 percent, and an increase in the level of attention of buyers to advertising will increase to 61 percent by 2022.

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Language of Parenting: Poland’s Efforts to Promote New Fatherhood Through Outdoor Advertising Campaign

Handbook of the Changing World Language Map ◽

10.1007/978-3-319-73400-2_208-1 ◽

2019 ◽

pp. 1-30

Author(s):

Rafał Koszek ◽

Agnieszka Świętek ◽

Marcin Semczuk ◽

Mariusz Dzięglewski ◽

Stanley D. Brunn

Keyword(s):

Outdoor Advertising ◽

Advertising Campaign

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Language of Parenting: Poland’s Efforts to Promote New Fatherhood Through Outdoor Advertising Campaign

Handbook of the Changing World Language Map ◽

10.1007/978-3-030-02438-3_208 ◽

2019 ◽

pp. 1853-1882

Author(s):

Rafał Koszek ◽

Agnieszka Świętek ◽

Marcin Semczuk ◽

Mariusz Dzięglewski ◽

Stanley D. Brunn

Keyword(s):

Outdoor Advertising ◽

Advertising Campaign

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Advertising Campaign Strategy Based on The Communication Objective: A Case Study at Tokobagus Advertising Campaigns (2011-2014)

Humaniora ◽

10.21512/humaniora.v7i2.3511 ◽

2016 ◽

Vol 7 (2) ◽

pp. 155

Author(s):

Angela Oscario ◽

Hagung Kuntjara ◽

Agus Adhityatama

Keyword(s):

Qualitative Method ◽

Social Systems ◽

Modern Society ◽

Communication Strategy ◽

Case Study Method ◽

Advertising Campaign ◽

Campaign Strategy ◽

Creative Strategy ◽

Name Changes

Article focused on advertising as one of the most important parts of marketing communication in one of the online shop, TokoBagus. Advertising communicated a message from a certain brand to the target audience through a particular medium. The aim of this research was making advertising with a powerful message, so it was able to become a captain of consciousness that could play an important role in economic and social systems of modern society. Because of its potential power, the creative advertising workers had a big responsibility in their hands. It was not only to explore the creativity visually or verbally to a creative worker, but also, they should understand the purpose of communication, the communication strategy, and the creative strategy. In this case, TokoBagus run this in making advertisement campaign to promote its brand. The method used in this research was the qualitative method and inductive model. Data were collected through an interview, literature, and visual data. Those collected data were analyzed using a qualitative-verificative strategy and case study method. The case study was Toko Bagus advertising campaign from the year 2011 to the year 2014 when finally its name changes into OLX. It finds that the advertisements only become beautiful works of art, but it does not solve the problem of the brand. Therefore, this research is important to document the communication strategy and the creative strategy of an advertising campaign so it can be a reference for a young designers or students.

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Utilizing the before after with Control Group Experimental Design to Evaluate an Outdoor Advertising Campaign

Journal of Advertising ◽

10.1080/00913367.1977.10672675 ◽

1977 ◽

Vol 6 (1) ◽

pp. 26-39 ◽

Cited By ~ 8

Author(s):

Robert L. Fitts ◽

Wendell C. Hewett

Keyword(s):

Experimental Design ◽

Control Group ◽

Outdoor Advertising ◽

Advertising Campaign

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Perancangan Iklan Sosial “Kali Resik, Solo Apik” Menyadarkan Arti Sungai Bersih Bagi Masyarakat Kota Surakarta

CITRAWIRA : Journal of Advertising and Visual Communication ◽

10.33153/citrawira.v2i2.4017 ◽

2021 ◽

Vol 2 (2) ◽

pp. 213-237

Author(s):

Charles Sari Charles Yordan

Keyword(s):

River Pollution ◽

River Ecosystem ◽

Advertising Campaign ◽

Campaign Strategy ◽

Surrounding Environment ◽

The People ◽

Communication Method ◽

Social Advertising ◽

The City ◽

Method Approach

Through a social advertisement or campaign, it is expected to be able to make people care more about the surrounding environment. One of them is more concerned about the river where now many rivers are affected by pollution. The concept of social advertising through a comprehensive campaign strategy through various media (Integrated Advertising Campaign). This design also uses a visual communication method approach based on existing facts, namely the problem of river pollution which has quite an impact on the river ecosystem environment. An important keyword as a slogan is "Kali Resik, Solo Apik” is a strategy to approach community participation to further strengthen campaign activities so that the message to be conveyed can be understood by the entire community. This social advertising campaign is not only aimed at the people of the riverbanks or riverbanks, but also all levels of society in the city of Surakarta.

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Using Personal Cell Phones for Ecological Momentary Assessment

European Psychologist ◽

10.1027/1016-9040/a000127 ◽

2013 ◽

Vol 18 (1) ◽

pp. 3-11 ◽

Cited By ~ 42

Author(s):

Emmanuel Kuntsche ◽

Florian Labhart

Keyword(s):

Data Collection ◽

Ecological Momentary Assessment ◽

Communication Systems ◽

Cell Phones ◽

Personal Digital Assistants ◽

Natural Environments ◽

Mobility Patterns ◽

Standard Data ◽

Ecological Momentary ◽

Momentary Assessment

Ecological Momentary Assessment (EMA) is a way of collecting data in people’s natural environments in real time and has become very popular in social and health sciences. The emergence of personal digital assistants has led to more complex and sophisticated EMA protocols but has also highlighted some important drawbacks. Modern cell phones combine the functionalities of advanced communication systems with those of a handheld computer and offer various additional features to capture and record sound, pictures, locations, and movements. Moreover, most people own a cell phone, are familiar with the different functions, and always carry it with them. This paper describes ways in which cell phones have been used for data collection purposes in the field of social sciences. This includes automated data capture techniques, for example, geolocation for the study of mobility patterns and the use of external sensors for remote health-monitoring research. The paper also describes cell phones as efficient and user-friendly tools for prompt manual data collection, that is, by asking participants to produce or to provide data. This can either be done by means of dedicated applications or by simply using the web browser. We conclude that cell phones offer a variety of advantages and have a great deal of potential for innovative research designs, suggesting they will be among the standard data collection devices for EMA in the coming years.

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