Document Type

Journal Article

Department/Unit

Department of Communication Studies

Abstract

Pedestrians intercepted near the exits of a subway station in downtown Hong Kong were surveyed using a questionnaire and quota sampling in October 2012. The survey sampled 408 residents and tourists aged 16 and above. The awareness of the 16 ads. ranged from 18 to 80 percent with an average 43.5 percent. The layouts of the two subway ads. received highest awareness were focused and had a clear distinction between foreground and background. Average ad awareness was comparable to that reported in two similar studies of subway ads. conducted in the 1990s. Average ad awareness of subway ads. was higher than that of outdoor advertising measured using similar methodology in 2010s. Respondents demonstrated positive attitudes toward subway advertising, and reported that subway ads. that drew their attention were those with creative ideas, vivid colors, and large-than-life size execution.

Publication Year

2013

Journal Title

Journalism and Mass Communication

Volume number

3

Issue number

12

Publisher

David Publishing

First Page (page number)

757

Last Page (page number)

767

Referreed

1

Link to Publisher’s Edition

http://davidpublishing.com/show.html?15443

Keywords

intercept survey, advertising effectiveness, subway media, media planning, ad attitudes

Additional Files

39_2013_attached in IR.ppt (19906 kB)
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