UUM Electronic Theses and Dissertation
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Investigate the Customer's Understanding of the Billboard Advertisements

Abdullah, Alkhaldi Shrouq (2012) Investigate the Customer's Understanding of the Billboard Advertisements. Masters thesis, Universiti Utara Malaysia.

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Abstract

The topic of this project is INVESTIGATE THE CUSTOMER'S UNDERSTANDING OF THE BILLBOARD ADVERTISEMENTS. The main purpose of this study focuses on the issue of investigating whether understanding of pictorial, text, and overall message and Keller model for Attention, Relevance, Confidence, and Satisfaction (A.R.C.S) differ by gender, race, and age. This study was conducted on a different billboards located in Kedah State, Malaysia. The study also emphasises that both Gestalt theory and visuals on billboard have a dimensional effects in terms of the image, text, and overall messages of the billboards. The findings reported that there were significant differences in understanding of pictorial elements and overall messages by gender with females reporting significantly higher means than males, but there was no significant difference in understanding of textual elements by gender, race, and age. Meanwhile, the result indicated that the mean scores of females towards understanding billboards were significantly higher

Item Type: Thesis (Masters)
Supervisor : Bohari, Abdul Manaf
Item ID: 3043
Subjects: H Social Sciences > HF Commerce. > HF5801-6182 Advertising
Divisions: Othman Yeop Abdullah Graduate School of Business
Date Deposited: 30 Dec 2012 01:41
Last Modified: 18 Apr 2016 03:32
Department: Othman Yeop Abdullah Graduate School of Business
Name: Bohari, Abdul Manaf
URI: https://etd.uum.edu.my/id/eprint/3043

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