Investigate the Customer's Understanding of the Billboard Advertisements

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