Consumer Acceptance of Outdoor Advertising: A Study of Three Cities

Abstract

Abstract Advertising is a tricky business, which constantly becomes the subject of polemics and taboos. Opinions, whether positive or negative, tend to be very radical, and this can be noticed in the urban landscapes of certain metropolises around the world. The aim of this research is to analyze the nature, purpose, and consequences of outdoor advertising as perceived by the consumer side of the market. Therefore, the focus of the research in this paper is on the degree of acceptance, by consumers, of this communication medium, as well as on how it varies according to geographical location. The analytical methodology used to this effect involves the creation of a questionnaire aiming to collect micro-economic and psychographic data about consumers in three metropolises in different parts of the world. The conclusion of the research is that consumer perception of outdoor advertising is influenced by the geographical location, and its longevity depends on the way it will be carried out in the next few years.