Tourists＇ Awareness and Liking of Outdoor Advertising  

作　　者：Benjamin Ka Lun Cheng Kara Chan 

机构地区：[1]Hong Kong Baptist University, Hong Kong

出　　处：《Journalism and Mass Communication》2014年第5期293-302,共10页新闻与大众传媒（英文版）

摘　　要：Tourism has been a fast growing industry in the world in the past decade. However, research that investigates the effectiveness of outdoor ads targeting to tourists has far lagged behind. This study aims to assess the awareness of outdoor ads and to provide insight into effective advertising that target tourists. Pedestrians intercepted in downtown Hong Kong were surveyed using a questionnaire and quota sampling. They were presented with images of seven outdoor advertisements currently displayed in the neighborhood and their recall and impressions of the ads were surveyed. The survey sampled 465 local residents and tourists aged 15 and above. Among the tourists, the awareness of the seven ads ranged from 19 to 49 percent with an average 30 percent. They displayed more positive perceptions of outdoor advertising than the locals, but had lower awareness. Practical suggestions for outdoor advertisers targeting tourists are proposed.

关 键 词：intercept survey advertising effectiveness out-of-home media Hong Kong 

分 类 号：F713.8[经济管理—广告] F590[经济管理—产业经济]