Document Type

Journal Article

Department/Unit

Department of Communication Studies

Language

English

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.

Keywords

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

Publication Date

12-2013

Source Publication Title

Journalism and Mass Communication

Volume

3

Issue

12

Start Page

757

End Page

767

Publisher

David Publishing

Peer Reviewed

1

Link to Publisher's Edition

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

ISSN (electronic)

21606579

39_2013_attached in IR.ppt (19906 kB)
Presentation

Additional Files

39_2013_attached in IR.ppt (19906 kB)
Presentation

Included in

Communication Commons

Share

COinS