The state and effectiveness of targeted indoor poster advertisements in 2020

Darvai Péter (2020) The state and effectiveness of targeted indoor poster advertisements in 2020. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

The indoor advertising market in Hungary has been mostly abandoned by media owners and advertisers around the time of the 2008 recession. The main causes of this were rising rental costs and the rapidly increasing popularity of online ads. However, despite marketing spending reaching new heights year by year, the platform of indoor ads in specific venues has remained unused. The aim of this paper is to prove the usefulness and relevance of the medium for both media owners and potential advertisers.This study has been conducted to examine consumers’ attitudes towards indoor ads as an advertising medium, specifically poster advertisements placed in gyms. The lack of research on this topic in Hungary has made secondary research difficult, however, the years of experience gained by the author working in the field has proven to be useful in analyzing and interpreting the research findings.Primary research has been conducted both online and offline via a survey, which has been filled out by a total of 157 respondents.The research findings have shown, that consumers’ attitudes toward the platform are very positive, they mostly do not find these advertisements intrusive, annoying, or out of place. They appreciate ads that are related to the health and lifestyle industries. Based on gym attendance data, it is also evident that these ad spaces provide high quality and quantity of reach.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Konzulens(ek)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	advertising efficiency, advertising in gyms, indoor advertising, indoor targeting, out-of-home
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2021. Feb. 08. 12:54
Utolsó módosítás:	2021. Feb. 08. 12:54

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