What Factors Make Outdoor Advertising More Effective? : Effect of Corporate Color and Brand Image on the Recognition of Outdoor Advertising

Transcription

1 Running head: WHAT FACTORS MAKE OUTDOOR ADVERTISING 1 What Factors Make Outdoor Advertising More Effective? : Effect of Corporate Color and Brand Image on the Recognition of Outdoor Advertising Ryutaro Tsuji Kansai University

2 WHAT FACTORS MAKE OUTDOOR ADVERTISING 2 Abstract This study examines factors that make outdoor advertising more effective. Some studies suggest what characteristics outdoor advertising have; however, it is not clear what factors affect the recognition of outdoor advertising. This paper identifies the effects of corporate colors and brand image on recognition. When advertisements use corporate colors of the advertised companies and consumers are aware of what the color is and the brand image of the advertised companies, then this influences the recognition of that outdoor advertising. To test this, we conducted two questionnaires. We found that consumers are more likely to recognize the advertisements when advertisements used corporate colors of the advertised companies and consumers are aware of what the corporate color is. Results also reveal that consumers are more likely to recognize the advertisements when brand image for the advertised companies is high. Keywords: Outdoor advertising, Recognition of advertising, Corporate color, Brand image

3 WHAT FACTORS MAKE OUTDOOR ADVERTISING 3 Introduction The media choice for advertisers and their agencies was once dominated by the big five (television, press, posters, cinema and radio) (Shankar & Horton, 1999). However, a new form of advertising such as Internet advertising and outdoor advertising has emerged in recent decades. Harada (2009) noted that Internet advertising is a media established as a new communication tool. Outdoor advertising also has attracted a lot of attention lately (Yamakawa & Akaoka, 2013). A number of studies on advertising have suggested not only characteristics of advertising but also what factors make advertising more effective. The studies on characteristics of advertising have identified what characteristics each advertising media has. On the other hand, the studies on efficiency of advertising have found that what factors affect efficiency of advertising from either whether consumers recognize advertising itself or not or whether attitude or purchase intention toward the advertised products is increased or not. Researchers have concentrated on analyzing what factors influence efficiency of all kinds of advertising except for outdoor advertising, but there have been few studies on outdoor advertising testing what factors make the outdoor advertising more effective (Donthu, Cherian, & Bhargava, 1993; Shimizu, 2002). For example, Shimizu (2002) presents that outdoor advertising has an impact on consumers because the size of the outdoor advertising is huge and colorful compared to other media. Taylor, Franke, and Bang (2006) noted that an advantage of using outdoor advertising includes high frequency of exposure to regular commuters. As stated above, researchers have suggested that outdoor advertising is a media which has an advantage of recognition, to attract consumers interests and leads to short term memory. Moreover, from the

4 WHAT FACTORS MAKE OUTDOOR ADVERTISING 4 literature in general suggesting that the first step in effective outdoor advertising is getting audience attention (Young 1984), outdoor advertising is significantly recognized by consumers. Hence, it is needed to identify what factors affect the recognition of outdoor advertising. In general, factors influencing the recognition of advertising are broken down into two factors, bottom-up (stimulus) and top-down (person and process) (Pieters & Wedel, 2004; Wilson, Baack, & Till, 2015). Thus, we focus on when advertisements use corporate colors of the advertised companies and consumers are aware of what the color is as a bottom-up factor and brand image for the advertised companies as a top-down factor, and find out these factors influence the recognition of outdoor advertising.by conducting quantitative analysis. In the next section, we describe that prior research of outdoor advertising, recognition of advertising, corporate colors and brand image, and propose the hypotheses of this study. In the third section, we suggest the methodology in this research. In the fourth section, we identify the results of analysis. Finally, we note research and practical implications, and suggest the limitations of our study. Prior research Outdoor Advertising and Recognition of Advertising Media Outdoor advertising is defined as the various forms of advertising which occur within the wider urban environment (Koeck & Warnaby, 2014). Fill (2009) presents three main types of outdoor advertising, street furniture, transit and billboards. As noted above, outdoor advertising is one of the media which has emerged in a recent decades. Researchers have described an advantage of using outdoor advertising is that

5 WHAT FACTORS MAKE OUTDOOR ADVERTISING 5 compared to other media, economic efficiency in terms of low production costs and low cost per thousand exposures (Taylor, Franke, & Bang, 2006; Yamaoka & Akaoka, 2013). In addition, the strength of outdoor advertising includes geographic flexibility for segmentation by location. Taylor, Franke, and Bang (2006) also found that outdoor advertising was rated higher in terms of ability to attract new customers. Thus, prior research has identified a number of advantages for outdoor advertising. Although some studies have described characteristics of outdoor advertising, there have been few studies have identified what factors make outdoor advertising more effective (Donthu, Cherian, & Bhargava, 1993; Shimizu, 2002). In general, studies on efficiency of advertising media have found what factors affect an efficiency of advertising from either whether consumers recognize, to work of the short term memory (Navalpakkam & Itti, 2005) advertising itself or not or whether attitude or purchase intention toward the advertised products is increased or not. A study on the recognition of advertising found that the recognition of television advertising is greater when those advertisements are humorous or familiar with consumers (Takeuti & Nishio, 1996). Besides, Pieters and Wedel (2004) identified that the recognition of print advertising is greater for those advertising containing high-involvement products. In contrast, previous research in attitude or purchase intention of advertised products has found that the creative use of cartoon spokespeople in print advertising leads to more positive consumer advertising outcomes, including attitude toward the brand, and purchase intention of the advertised brand (Heiser, Sierra, & Torres, 2008). Furthermore, advertised brand attitude in Internet advertising has a positive relationship with purchase intention (Goodrich, 2011). Thus, a number of studies have suggested what factors influence the efficiency of

6 WHAT FACTORS MAKE OUTDOOR ADVERTISING 6 various advertising media. However, there has been few research in outdoor advertising identifying what factors affect the efficiency of outdoor advertising from either whether consumers recognize advertising itself or not or whether attitude or purchase intention toward the advertised products is increased or not. A study on outdoor advertising has mentioned outdoor advertisements have strengths such as high frequency of exposure to regular commuters, 24-hour presence, and visual impact from advertisement size (Taylor, Franke, & Bang, 2006). Shimizu (2002) also identifies that outdoor advertising has an impact for consumers as its characteristic because the size of the outdoor advertising is huge and colorful compared to other media. Additionally, the first step in effective outdoor advertising is getting audience attention (Young, 1984). That is outdoor advertising is a media which should be focused on being recognized by consumers; therefore, an important thing is to be recognized. Although researchers have mentioned outdoor advertising is significantly recognized by consumers, as stated above, there has been few studies on outdoor advertising identifying what factors influence the recognition of outdoor advertising. Therefore, we analyze what factors affect the recognition of outdoor advertising. Generally speaking, factors influencing the recognition of advertising are broken down into two factors: bottom-up (stimulus) and top-down (person and process) (Pieters & Wedel, 2004; Wilson, Baack, & Till, 2015). Bottom-up factors are features of advertisements that determine their perceptual salience (Pieters & Wedel, 2004), such as size and shape. On the other hand, top-down factors are defined as factors that reside in the person and in his or her attentional process (Pieters & Wedel, 2004), such as involvement with products. We look at when advertisements use corporate colors of

7 WHAT FACTORS MAKE OUTDOOR ADVERTISING 7 the advertised companies and consumers are aware of what the color is as a bottom-up factor and brand image for the advertised companies as a top-down factor to influence the recognition of outdoor advertising. Corporate Color Corporate color is defined as symbolic color which corporations have (Shimokawa, 2003). Tsujimura, Koga, Inao, Sano, Ishiguro, and Akita (2010) noted that some companies use corporate colors for consistency in consumers opinions on companies. Then, what if advertisement use corporate colors? How does it work? Several studies have mentioned the recognition of outdoor advertising is greater when that advertising uses color (Bhargava, Donthu, & Caron, 1994; Donthu, Cherian, & Bhargava, 1993). Thus, previous research has suggest that color is a significant factor to increase the recognition of outdoor advertising. If that color is corporate color, consumers might possibly think of that advertised company brand after seeing outdoor advertisements because corporate colors symbolize brand image. That is, consumers will come up with advertised companies when advertisements use corporate colors of the advertised companies and consumers are aware of what the color is. Hence, that leads to improving the memory of advertised companies. This leads to our first hypothesis: H1: Consumers are more likely to recognize the advertisements when advertisements use corporate colors of the advertised companies and consumers are aware of what the color is.

8 WHAT FACTORS MAKE OUTDOOR ADVERTISING 8 Brand Image Brand image is defined as all the associations that consumers connect with the brand, including but going beyond brand personality associations (Batra & Homer, 2004). Pieters and Wedel (2004) noted that top-down factors encourage subjects to voluntarily pay more or less attention to advertisements and their elements. For this reason, it is considered the recognition of advertising gets higher or lower depending on how high the consumers brand image for the advertised companies is. In fact, Dahlen (2001) presents that familiar brands make the advertising more noticeable in the advertising clutter. Some prior research also found familiar brands direct consumers attention in the advertising (Chattopadhyay, 1998; Pechmann & Stewart, 1990). Thus, the recognition of outdoor advertising is greater for those advertisements containing highly familiar brands as compared to less familiar brands. It is considered that consumers are familiar with the brands means the moment consumers brand image is high. As a result, the recognition of outdoor advertising is greater when consumers brand image is high. This leads to the next hypothesis: H2: Consumers are more likely to recognize the advertisements when brand image for the advertised companies is high. Method Procedure To test our hypotheses, we conducted consumer research in the recognition of outdoor advertising. Wilson, Baack, and Till (2015) conducted a field study of outdoor

9 WHAT FACTORS MAKE OUTDOOR ADVERTISING 9 advertising along an urban expressway, in which subjects drive a predetermined route to let participants naturally view outdoor advertising. Upon their return, participants completed a short questionnaire, which included a measure of roadside advertising recognition. In our research, we let participants see the video of scenery in a city including seven outdoor advertisements, which we took in advance, and ask whether subjects recognize each seven outdoor advertisement. There is a reason why we used video to measure the recognition of outdoor advertising instead of letting subjects view advertising directly. On our study, we had to wrap it up very quickly because of the very short-term presence of outdoor advertising. However, it seemed impossible to have a lot of participants walk the route that has a wide assortment of outdoor advertising to conduct this study. Therefore, we took the video in advance, and let subjects see it. On our study, participants completed a short questionnaire including whether participants are aware of what color the corporate color is or not, brand image for advertised companies, and so on. Three days later, subjects saw the video, and filled out a second questionnaire including whether subjects recognize outdoor advertising or not, and so on. In other words, we conducted two questionnaires with same participants; a first questionnaire includes questions about brand image for the advertised companies, and a second questionnaire includes questions about whether consumers recognize outdoor advertising on the video or not, and so on. Two separate questionnaires were conducted one before and one after the video since it is expected the answer will be affected by the video. The recognition of outdoor advertising is measured by letting subjects see the video. Seven actual outdoor advertisements: Apple, Panasonic, Western Digital, Y!

10 WHAT FACTORS MAKE OUTDOOR ADVERTISING 10 mobile, Trend micro, Capcom, and World Wedding Sakai, were employed in our research. Among these seven advertisements, four advertisements: Apple, Western Digital, Y! mobile, and Trend micro were employed as corporate color advertisements. On the other hand, three advertisements: Panasonic, Capcom, and World Wedding Sakai were used as non-corporate color advertisements. Table 1 shows the corporate colors of seven companies and color of actual advertising on companies we employed. Next, we describe about the video we employed in our research. The video features a man taking a walk near the station where seven outdoor advertisements could be seen. We took the video near Umeda station (Osaka Municipal Subway) and Namba station (Osaka Municipal Subway) since they had a wide assortment of outdoor advertisements. In particular, we took a video near Namba station, November 10, That shows two advertisements: Capcom and World Wedding Sakai. Moreover, we took a video near Umeda station, November 13, 2015 showing five advertisements: Apple, Panasonic, Western Digital, Y! mobile, and Trend micro,. We shot an actor from behind using camcorder walking a predetermined route near the station. In addition, we shot not only seven outdoor advertisements but also ticket gates, stores, and so on to exclude risk of attracting too much attention to advertisements. Mixing the two videos allowed us to employ it as a video for our research. In addition, keeping the size of the seven advertisements on video same and editing a period of exposure of each advertisement to one second allowed us to control for the recognition of advertisements by the size of advertising and advertising exposure time. The order of advertisements appearing was Apple, Panasonic, Western Digital, Y! mobile, Trend micro, Capcom, and World Wedding Sakai. The total play time of the video is five minutes and twenty-five seconds, and appearance time of each advertisement are in Table 2.

11 WHAT FACTORS MAKE OUTDOOR ADVERTISING 11 First, we conducted the first questionnaire survey after preparing this video. The first questionnaire includes questions about what colors participants think the corporate colors are, and the brand image of the seven companies. Furthermore, we conducted a second questionnaire with same participants three days later. Thus, completing the first questionnaire did not have much effect on the second questionnaire since we had them fill in the second questionnaire three days later. Next, we let subjects see the video first, then we conducted the second questionnaire labeled A questionnaire about taking a walk near stations with the same subjects. This is the most appropriate research design as it increases ecological validity and provides a context where consumers are naturally distracted and where cognitive scarcity is present (Wilson, Baack, & Till, 2015). The second questionnaire includes whether participants recognized the seven outdoor advertisements in the video or not. The recognition task involved participants looking through seven color photographs plus one distractor outdoor advertisement, and answering whether they recognized each outdoor advertisement in the video or not. The distractor advertisement assessed the extent of respondent error associated with the recognition task and was actual outdoor advertising, taken from a place near Tennōji station (Osaka Municipal Subway), not appearing near either Umeda station (Osaka Municipal Subway) or Namba station (Osaka Municipal Subway) used for data collection. We removed 14 responses of respondents recognizing the distractor advertisement used in the analysis because their responses are unreliable. In this research, a total of 228 respondents took part in the first questionnaire, and the second questionnaire was conducted with 199 respondents who participated in the first questionnaire. As a consequence, 129 responses were valid in this study. Finally,

12 WHAT FACTORS MAKE OUTDOOR ADVERTISING 12 we subtracted 14 responses recognizing the distractor advertisement from 129 responses. Thus, a final sample of 115 respondents was used in the experiment. The first questionnaire survey was conducted from November 21, 2015 to November 24, 2015, and the second questionnaire survey was conducted from November 25, 2015 to November 29, Table 1 Corporate colors of seven companies and colors they actually use in the advertisements Table 2 Time of appearance of each advertisement

13 WHAT FACTORS MAKE OUTDOOR ADVERTISING 13 Analysis In our research, binomial logistic regression analysis was used to predict what factors affect the recognition of seven outdoor advertisements on video, which is the dependent variable. All variables used in the analysis will be identified in the next section. Dependent variable The dependent variable is a dichotomous measure of advertising recognition for seven outdoor advertisements in the video. The dependent variable was coded for each advertisement as either 1 (subjects recognized the advertisement) or 0 (subjects did not recognize the advertisement). An average of the recognition of each of the seven advertisements is in Table 3. Table 3 Recognition rate for each advertisement Independent variables

14 WHAT FACTORS MAKE OUTDOOR ADVERTISING 14 Two factors were used as independent variables in the analysis: what the color participants think the corporate colors are and brand image of advertised companies. Corporate color To assess corporate color, we asked free answer questions about what color participants think the corporate colors are. We coded these responses as either 1 (subjects are aware of the corporate color correctly) or 0 (subjects are aware of the corporate color in a wrong way). We used the corporate color of Y! mobile as red, instead of red and white, in the analysis. Brand image Brand image was measured, using three items with seven-point scales (good/bad, favorable/unfavorable, positive/negative) (Batra & Homer, 2004). To assess each brand image for seven advertised companies, we calculated the average for each company. Cronbach s alpha was for each advertised company ranged 0.84 from to 0.88, demonstrating a high reliability. Control variables Eight factors were used as control variables in the analysis: Age, Gender, Doing something else while watching the video or not, Size of computer (A4, B5), Delay in filling a questionnaire, and Potential order. Age Walliser (1997) identified on the average, young people remember perimeter

15 WHAT FACTORS MAKE OUTDOOR ADVERTISING 15 advertising significantly better than older people. Thereby, we employed age as a control variable. The age range of the sample is between 19 and 56. Gender Previous research has found gender influences advertising recall and the recognition of advertising. For example, advertising recall is significantly higher for females than for males (Ang, Lee, & Leong, 2007). On the other hand, prior research has found the recognition of the sponsorship stimuli is significantly lower among females than among males (Pham, 1992). From these studies, gender might affect the recognition of advertising. Thus, we coded gender as either 1 (male) or 0 (female) as a control variable. Doing something else while watching the video or not Attention to the video will be unreliable if participants do something else while watching the video compared to participants who do nothing. As a consequence, the recognition of advertising might be significantly lower. Thus, we asked whether participants did something else while watching the video or not, and coded their responses as either 1 (participants did something else) or 0 (participants did nothing but watch) as a control variable. Size of computer (A4, B5) Subjects saw the videos on their own computers. Thus, the size of advertising on video will be varied depending how big the computers are. That means the lager computer subjects use to see the video, the more they will recognize the advertising.

16 WHAT FACTORS MAKE OUTDOOR ADVERTISING 16 Wilson, Baack, and Till (2015) also identified that the recognition of outdoor advertising is greater for those advertising larger in size. Hence, we employed the size of computer as a control variable. In particular, subjects chose the size of their computers using to see the video from three options: A4 size (more than 15-inch), B5 size (12 to 14-inch), or mobile size (less than 11-inch). We coded their responses as either 1 (subjects answered A4 size) or 0 (subjects answered anything else) as a control variable, called A4 size dummy. Moreover, we coded their responses as either 1 (subjects answered B5 size) or 0 (subjects answered anything else) as a control variable, called B5 size dummy as well. Both A4 size dummy and B5 size dummy are control variables. Delay in filling a questionnaire In this study, participants were supposed to complete the second questionnaire three days later after their completing the first questionnaire; however, some participants filled second questionnaire four days later. These delays in filling a questionnaire might affect the recognition of advertising. Hence, we coded their responses as either 1 (subjects did not complete second questionnaire on time) or 0 (subjects completed second questionnaire on time) as a control variable. Potential order Prior research found print advertisements that are placed later in the page sequence are less attended (Pieters & Wedel, 2004). Thus, it is expected that the advertisements seen later will not be recognized among seven advertising. For this reason, we coded seven advertising as either 1 (adverting seen later) or 0

17 WHAT FACTORS MAKE OUTDOOR ADVERTISING 17 (advertising seen former) as a control variable. Because the total play time of the video was five minutes and twenty-five seconds, two advertisements seen before two minutes and forty-two, the middle of total play time: Apple and Panasonic were seen before and the rest of five advertisements: Western Digital, Y! mobile, Trend micro, Capcom, and World Wedding Sakai were seen after. We analyzed in two ways: analysis of seven advertisements (all exposures) and analysis dividing into corporate color advertising and non-corporate color advertising. In particular, we employed four advertisements: Apple, Western Digital, Y! mobile, and Trend micro as corporate color advertisements, and three advertisements: Panasonic, Capcom, and World Wedding Sakai as non-corporate color advertisements. Thereby, sample was 805 (multiplying 115 responses for each company of seven). Samples with corporate color advertising and non-corporate color advertising were 460 and 345 respectively. Results Table 4 presents the correlation diagram and fundamental statistics of the seven outdoor advertisements, and the results from logistic regression analysis are shown in Table 5, Table 6, and Table 7. In the results, there is not multi-collinearity problem between analyzed variables. Table 5 provides the results from logistic regression analysis incorporating the recognition of all seven advertisements as a dependent variable. The results reveal that both corporate color and brand image are significantly associated with the recognition of advertising in all seven advertisements of companies (1% significance for corporate color, 0.1% significance for brand image). Next, the results from logistic regression analysis containing the recognition of

18 WHAT FACTORS MAKE OUTDOOR ADVERTISING 18 corporate color advertisements as a dependent variable are in Table 6. Table 6 indicates that both corporate color and brand image are significantly associated with the recognition of advertising (1% significance for corporate color, 5% significance for brand image). In contrast, Table 7 shows that the results from logistic regression analysis incorporating the recognition of non-corporate color advertising as a dependent variable. Table 6 implies that corporate color does not have any significance to the recognition of advertising; however, brand image is significantly associated with the recognition of advertising (5% significance). To summarize these results, corporate color is positively associated with the recognition of four corporate color advertisements: Apple, Western Digital, Y! mobile, and Trend micro, is statistically significant. On the other hand, corporate color does not have any significance in the recognition of three non-corporate color advertisements: Panasonic, Capcom, and World Wedding Sakai. Hence, H1 consumers are more likely to recognize the advertisements when advertisements use corporate colors of the advertised companies and consumers are aware of what the color is is supported. Next, we will describe the effect of brand image on the recognition of advertising in three cases: all seven advertisements, four corporate color advertisements, and three non-corporate color advertisements. In these three cases, brand image is positively associated with the recognition of advertising, is statistically significant. Therefore, H2 consumers are more likely to recognize the advertisements when brand image of the advertised companies is high is also supported. Table 4 Correlation diagram (seven companies)

19 WHAT FACTORS MAKE OUTDOOR ADVERTISING 19 Table 5 The results from logistic regression analysis (recognition of all seven advertisements) Table 6 The results from logistic regression analysis (recognition of corporate color advertisements)

20 WHAT FACTORS MAKE OUTDOOR ADVERTISING 20 Table 7 The results from logistic regression analysis (recognition of non-corporate color advertisements) Conclusion From these results, hypothesis 1 is supported. Thus, consumers are significantly more likely to recognize the advertisements when advertisements use corporate colors

21 WHAT FACTORS MAKE OUTDOOR ADVERTISING 21 of the advertised companies and consumers are aware of what the color is. Next, hypothesis 2 is supported as well. Thereby, consumers are significantly more likely to recognize the advertisements when the brand image of the advertised companies is high. This study explored the effects of two factors: corporate color and brand image on recognition of outdoor advertising. As a consequence, we found that consumers are significantly more likely to recognize the advertisements when advertisements use corporate colors of the advertised companies and consumers are aware of what the corporate color is. In addition, our experiment showed consumers are significantly more likely to recognize the advertisements when brand image of the advertised companies is high. Our research makes a meaningful contribution to outdoor advertising research by focusing on how two factors, corporate color and brand image, affects the recognition of outdoor advertising. There have been few studies investigating the effectiveness of outdoor advertising. Thus, we focused on the recognition of outdoor advertising, and identified two new factors: when advertisements use corporate colors of the advertised companies and consumers are aware of what the color is and brand image of the advertised companies. Both influence recognition of the advertising. This is our contribution. Our results offer marketers some suggestions for more effective outdoor advertisements. First, to increase recognition, marketers should teach their corporate colors to consumers correctly, and use them in the advertising. As a result, consumers will recognize the advertisements more. Second, in relation to brand image, marketers should regard outdoor advertising as an effective media for consumers having high brand image knowledge of the companies. Consumers having high brand image for the

22 WHAT FACTORS MAKE OUTDOOR ADVERTISING 22 companies implies they might also have more knowledge about the companies. Therefore, marketers should use outdoor advertising of something consumers having high brand image might not yet know such as a new product. Finally, our research is not without limitations. First, we did not take into account differentiation of industry because we employed various companies and products from different industries. Therefore, we need to focus future research on advertisements of specific industries. Second, we do not clarify whether subjects recognized the content of advertising such as company names and product names precisely or not. We employed the recognition of advertising itself; however, this does not mean that subjects recognized the content of the advertising. Thus, additional research is necessary to uncover how much subjects recognize the content of advertising to uncover how much subjects recognize the content of advertising. Although this study has these limitations, we hope this research makes a significant contribution to the advertising industry in regard to the relationship between outdoor advertising and its recognition. We hope this study area is aided by this research.

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26 WHAT FACTORS MAKE OUTDOOR ADVERTISING 26 Appendix Items assessing each factor Dependent variable: Recognition of advertising You will be asked about the advertisements in the video you saw while ago. Please see the photographs of advertisements below, and circle 1 if you recognize an advertisement in the video, or circle 2 if you do not recognize an advertisement in the video for each advertisement. (1) 1. Recognize 2. Do not recognize (2) 1. Recognize 2. Do not recognize

27 WHAT FACTORS MAKE OUTDOOR ADVERTISING 27 (3) 1. Recognize 2. Do not recognize (4) 1. Recognize 2. Do not recognize

28 WHAT FACTORS MAKE OUTDOOR ADVERTISING 28 (5) 1. Recognize 2. Do not recognize (6) 1. Recognize 2. Do not recognize

29 WHAT FACTORS MAKE OUTDOOR ADVERTISING 29 (7) 1. Recognize 2. Do not recognize (8) 1. Recognize 2. Do not recognize

30 WHAT FACTORS MAKE OUTDOOR ADVERTISING 30 Independent variables Corporate Color What color do you think the corporate colors are? (Open-ended questions) Brand Image You will be asked about your opinion of various brand. To take this measure, we need you to judge various brand against a series of descriptive scales according to how you perceive the brand you will be shown. Here is how you are to use these scales: If you feel that the brand is quite closely related to one or the other end of the

31 WHAT FACTORS MAKE OUTDOOR ADVERTISING 31 scale (but not extremely), you should place your check mark as follows: To me (brand to be judged) is: