Billboards And Transit Advertisements Media Essay

Billboards And Transit Advertisements Media EssayAn early(a) research Street Smart was a successful pedestrian and bike safety program implemented in 2002, to educate the common on the severity of this problem and to promote pedestrian participation organizations concerned close the macrocosm safety issue, and funded by several Districts, countries and stat e agencies. Pedestrians were targeted with a variety of open-air(prenominal) opportunities .12 posters were placed in key Metro stations around the argona. 65 muckle backs were created and placed on buses. They were targeted to r individu all toldy pedestrians running to catch buses three posters were produced which dealt with pedestrian behaviors and safety issues. One side was instilled in English, with the second side in Spanish. These were distributed for pomposity in government buildings, domesticates, and libraries, parking garages, grocery stores and various events, In order to validate the unravel and judge eff ectiveness of the effort, a longitudinal tracking field of force was conducted both before and after the campaign. Evaluation goals were to discover if public aw arness of pedestrian and bicycle safety issues was increased. Aw arness of the advert and public relations campaign for Street Smart increased. Aw atomic number 18ness of the publicize and public relations campaign for Street Smart increased signifi shtuptly between the pre-campaign sentiment and post-campaign survey among motorists 18 to 44 forms of age, although there was a probatory increase in ken of the Street Smart Campaign to make drivers aware of pedestrians and the laws to yield to them in crosswalks. Hence outdoor(prenominal)(prenominal) medium contend a significant role in bringing sensation among plurality.In country India, Coca low-down bear on up to the Polio Pulse program, elevated attentiveness throughout outdoor promotion in appearance of hoardings, posters and banners, community declaration o n the behalf of comp any(prenominal)s circulation motor vehicles and meliorate workers helpers on vaccination axis and also for activate communities. The Government of India prepared to launch the biggest poliomyelitis vaccination force in 2000, In India Coca poop and International Rotary declared a foremost nationwide partnership to help the Governments hard works to struggle for the mortal syndrome. It was later calculated ( non scientifically) that a large majority of people responded by dropping extraction in the suggestion boxes. Moreover it was observed that during this campaign the sale revenue of Coca Cola increased. at that place were at least 35 billboards Coca Cola India and Rotary International also funded 15- journey advertisement. Their target was not only rural but sub- urban areas as puff up. The campaign was successful in bringing sensation and perception and outdoor medium proved to be an integral part of the media, playing a positive role in the friendshi p.If we talked close health care issues, outside announce plays a very fundamental role. On August 10, 1995, President Clinton proclaimed some steps and plans to restrict the publicizing, promotion, distribution and marketing of tail ends to teenagers (White House Press Release 1995, P. 1). The Government stress on young people to prove indistinguishability or show ID card to buy a cigarette and also Government broadcast that billboards advertising cigarettes or smokeless baccy near play curtilage and schools should be forbidden. Anformer(a) restriction that Government imposes on ad is that Image that attracts Minors is not cosmos appreciated on the billboards. The marketing campaigns used for cigarettes to minor are banned and the ban includes items ranging from single-cigarette sales, T-shirts, and gym bags to the sponsorship of sporting events. The FDA wants to educate the people to start raising funds to and implement an annual $150 million campaign aimed at stopping min ors from smoking (White House Press Release 1995, P. 2). Another Goal of U.S. Department of wellness and Human Services is to reduce half of the emergence of minors who start smoking. The 1994 Surgeon Generals Report (U.S. Department of health and Human Services 1994, p. 5) found that over three million children smoke cigarettes and a adjunct sensation million teenager males use smokeless tobacco also daily 3000 youths become regular smokers (Institute of Medicine 1994, p.8). The younger the age that a mortal starts to smoke the superior the chance of becoming a heavy smoker (cf. Escobedo et al. 1993 Taioli and Wynder, 1991). Seventy percent of minors who do smoke apologize for their assessment and 66% would like to give up (George H. Gallup International Institute 1992, p. 54). Although the smoking rates for adults have declined, the smoking rates of minors have failed to decline in a decade. In the FDAs (1995) Proposed Rules, atom 897.30(a) sets out acceptable forms of adver tising. Advertising that has the cigarette or smokeless tobacco increase shit name (unaccompanied or in gang with any other word) or any other indicia of tobacco product classification may appear only in newsprints, magazines, journals or other publications on billboards, posters, and placards (in accordance with section 897.30b). Another Section 897.30(a) deals with advertising of cigarettes and smokeless tobacco goods to adults. The use of color is not prohibited in these advertisements. The advertisements may have slogans, symbol, and other forms of categorization. Imagery is allowed, because the effect on young people would be nominal. Section 897.30(a) places no limitations on advertisements for tobacco products in adult publications. Projected Rule Section 897.30(b) states that no outdoor advertising, such as billboards, posters, or placards, may be placed within 1000 feet of any playground, elementary school, or secondary school (p. 41374). The projected policy put out nu merous separate restrictions on advertising. The first illustrates acceptable forms of advertisements in adult publications (Section 897.30a) and a more preventive format in publications that are understand by those less than 18 years of age (Section, 897.32). The second exclude outdoor advertising within 1000 feet of schools and play- grounds (Section, 897.30b). The third prohibits the marketing of sales promotion items (e.g., T-shirts) bearing any indicia of product recognition and prohibits the funding of events in the brand name (Section, 897.34). The rationale behind the conventions is not to avoid all sales of tobacco products, but the sale of these products to children and teenagers. The projected guideline limiting the design of advertising to minors should withstand a judicial challenge. The Division of Health and Human Services has various studies to express the connection among smoking and health risks. The smoking velocity started to turn down later than cigarette adve rtisements were forbidden from the electronic medium. The projected limitations on outdoor advertising and the proposed ban of promotional matter also are expected to survive legal inspection. political history supports this vision. So it can now rightly be said that Outdoor media can play a zippy role in the beau monde norms and prevents any discrepancy.Continuation of Outdoor advertisement related with marketing and restrictions, it is said that the U.S cigarette companies have been under pressure for decades. The most major problem face by U.S tobacco industry is the Food and Drug Administration (FDA) rule. The rules for FDA are to restrict the sale and distribution of tobacco products to children (60 Fed. Reg. 41314). After only nonpareil year of this restriction the FDA announced and intended to protect children from using tobacco products. (61 Fed. Reg. 44396). Here the role of Outdoor advertisement is for friendly purpose. Through advertising you can sustain bad messag e as well as creative and constructive message and for that FDA bans the cartoon images to protect the children from taking tobacco habits. Only advertisement allows portraying the people such as Marlboro cowboy. The FDA also rule, that advertising should not be in white backgrounds and black text. The specific rule that had been taken by FDA for outdoor advertisement was to ban all billboards within 1000 feet of schools and playgrounds and limit all outdoor advertisement to black and white only. tally to FDA agreement all transit advertisement including sign in stadiums, arenas, shopping malls, video gaming centers related with tobacco industry must be prohibited. Here the main problem is for the retailers and the manufacturers of the tobacco industries. Hence the proposed settlement was to ban all outdoor advertisement even if advertising is deep down a retail store that was visible from outside so it is not surprising that tobacco industry suffers tobacco marketing restrictio ns. So it can now rightly be said that outdoor media advertisement played a key role for creating perception of the people. If you do outdoor advertisement for social cause then definitely it creates impact to the people by generating awareness. So outdoor media is a unique and effective media for communicating with the people. Hence understanding the importance of this media, government implements certain rules and regulations.More lately, (Pollay, 1986) recommended that advertisement is so persistent, rhythmic, and specialized that involuntarily it can affect our caller in both negative and positive way as a entertaining institution. Furthermore, (Lantos, 1987) accomplished that advertising imperfectly reflects our live ons, although it can strengthen and accelerate the pace of social change. A very interesting fact is that the majority of disapproval of advertising from those who focus on advertising social give-up the ghosts. A quote from a Stanford historian amplifies this c oncern.Although it wields a huge social authority, comparable to the influence of religion and learning, it has no social goals and no social answerability for what it does with its influence so long as it refrains from palpable violations of truth and decency. It is this lack of institutional responsibility, this lack of inborn social purpose to balance social agent which, I would argue, is a basic cause for concern closely the role of advertising (Potter 1954, p. 177).In 1959, the National Industrial Conference Board carries out a survey between advertisers to find out the common areas of concern for advertising management. As a result of their survey, the Board initiated major studies dealing with the following topicsEstimated expending strategies.Pre-testing advertising.Evaluating media and determining advertising efficiency.In additional words, all of these conclusion devising areas are apprehensive with civilizing the efficiency of the advertising effort, but they imagine that the firms strategical conclusiveness to advertise was sound. So it can now rightly be said that advertising is a much additional effective promotional tool for escalating brand demand in some manufactured goods/market situations than others. Booming advertising depends on the correct combination of several factors. The most of these factors includes (The Economic Effects of Advertising, Neil Borden)The propensity of demand in the exacting industry is supposed to be getting higher.There are supposed to be an opening to encourage particular demand.There is considerable chance for product discrimination.Consumer happiness depends on unknown characters that cant be easily evaluate at the succession of acquire.Powerful emotional acquire motivation survives.The arrangement of potential unit sales times rate of gross margin must be high sufficient to authorize requisite advertising expenditures in the particular product.So the basic purpose of advertising appraisal system expla ined above is to discover what role advertising should play in completing the marketing goals of the firm. The process of setting advertising objectives has the benefit of supporting management in setting objectives which are responsive to conditions within the firm, the market, and the economic environment.The strategic importance of the appraisal conclusion in the series of advertising management decisions is demonstrated as under.Figure 2.1This structured procedure that described above is to suggest relieve to managerial resolution do.Advertising in PakistanAdvertising industry in Pakistan has flourished immensely and has bought handsome revenue to the country. Advertising in Pakistan according to Aurora, a bi-monthly magazine published by Dawn Group of publication in November -December 2004 edition, Maryam Ali Baig writes despite the endemic weakness of Pakistans economy in the last 10 years, the advertising industry has seen growth during this period. Moreover, the total worth of the advertising market in 2002 was, according to Gallup estimates, 8.1 billion rupees. (135 million dollars annually).Advertisers in Pakistan cater almost all the inevitably of the people. There are all types of advertising being done in Pakistan. Due to innovation in technology and graphics advertising in Pakistan has taken a new step. The advertisers now urge for the very best for their product.Brief History of Advertising in PakistanAdvertising was first seen in form of shanghai in Pakistan. Newspaper was the first medium for the advertising later. Magazines and other form were chosen for advertising. Radio also aired advertising, after all these advertisements were bringing in, net income with them. Television emerged late in broad medium of Pakistan. However, it became an effective medium for the advertisers. Not only international products, but also national products were advertised on television. Advertising agencies with the advancement in technology adopted new trend s. Outdoor advertising became an integral part for any commercial or non-commercial advertising. Although being the oldest medium, it was recognize later in Pakistan.Advertising Media in PakistanThe advertising media being used in Pakistan is covering almost all international standards. The advertisement media in Pakistan includes circle (Television, radio), Print (Newspaper, Magazines, Pamphlets, Broachers, Banners), outdoor (Billboards, Transit Advertising, Electronic Billboard, Posters), below the line (Loyalty Cards, Buntings, other stationary items).Advertising in Pakistan, has set new parameters designed for development in many grounds. Like many other fields, advertising in Pakistan, is playing a positive role in progression for the country. Advertising itself, has many roles which it performs in many any society. Pakistani society, on the whole is based on religious governing comprising of sacred norms and folkways. There are certain dos and donts in any society. Advertise rs are bound to follow these norms for their own good will and success. Advertising in Pakistan is performing all these roles. Advertisers in Pakistan follow the given norms and value of the society. For example, it is unethical to advertise anything regarding sexual context, Champaign advertisement, or anything against National Integrity of Pakistan. Furthermore, it is unethical to advertise anything about any religion. Advertising is playing a vital role in Pakistani society both economically and socially. It is catering for the needs of the audiences in many ways for example, by providing them consumer good services, informing them about new products, entertaining them with new methods and last but not the least, performing many social cause tasks to gain goodwill and publicity for their name.Functions of Advertising in PakistanAdvertising performs four main functions in any society.To InformTo interpretTo entertainTo persuadeIn Pakistan, the advertising takes the responsibility of informing people about new products and services. This is not only in commercial use but non-commercial field as well. The advertisers select the media for transmission of their message accordingly to the requirement of the product/service. The audiences are informed through various mediums of mass communication. It is generally observed, that many times people dont know the importance or value of the product or service. Hence, it is the responsibility of the advertiser that he interprets the core meaning of the product/ service in the right manner. In Pakistan advertising share a healthy and sometimes conflicting competition. Various products/ services require different types of entertainment. There are many new trends being brought into this field. For instance, Hilal Sweets has taken the initiative of bringing in band songs for their products. Pakistani advertising also carries other elements such as celebrity endorsement, transformational advertisement. Advertising in Pakista n, Has given a boost to the economy of Pakistan. The main function of advertising in although to persuade the audiences to actually purchase or adopt their product and service. Although, persuasion alone doesnt complete the entire function. It is interconnected with other functions to be a success.Tools of Advertising in PakistanSome important tools for advertising in Pakistan are newspaper, magazine, radio, television, direct mail and mail order, outdoor display and transportation. (Tariq khan, 2001)PrintThe recital habits of Pakistani society are not healthy as compare to the broadcast medium. Another reason can be of low rate of literacy. Yet, generally the advertisements are targeting to the audience through newspaper, magazines, pamphlets and many other forms of print. It can also be the reason of flexibility of the coverage aspect. Other than that fresh and new advertising can also be done through newspapers. For instance, Mobilink, a famous cellular company in Pakistan recen tly launched its testing campaign through print and then finally executed in the newspaper. Magazines are also a source of advertising in Print. They are further divided into many categories. For instance, a fashion magazine covers all the aspects of fashion and advertising what is new and what are the coming trends. They are not as popular for advertising as they are a bit expensive and plausibly not the feasible medium for people.BroadcastTelevision is a dynamic force in the advertising field. In Pakistan, advertising is heavily relay upon television.There are various time slots as morning time transmission, noon, prime time and nighttime transmission. broadly prime time is selected for advertisements. The Viewer ship of this time slot, in comparison with others is high. There is also an aura of glamour and excitement about television, which extends to the products being advertised like newspaper and radio also depends upon advertising. In Pakistan radio is an effective medium o f mass communication. It has a wide scope and is capable of nation-wide as well as topical anesthetic presentation. Due to its reach in villages it can also attract agriethnical, fertilizer and pesticides advertising. Like television, radio also has a proper time to advertise these products/services. These advertisements are aired when the listeners are not engaged in other activities.OutdoorOutdoor advertising in Pakistan can be tailored to cover a specific area and the whole city as well. In Pakistan, the outdoor advertising enjoys the distinctly visual advantages of color, size and locations. Billboards and chalking on walls are stationary tools of outdoor advertising. Whereas transit is the mobile tool of outdoor advertisingSignificance and scope of Advertising in PakistanIn Pakistan, advertising is message industry that plays a major role in shaping the content and operation of the mass media. Advertising plays an important role in our culture. It not only shapes our lifestyle s but also reflects what our cultural norms are. Furthermore, Pakistan being a developing country does face hurdles in this field. There are certain norms, which should not be profaned while scheming any advertisement. (Abbas Qamar, 2001).Advertising Done in Pakistan for social causeBefore discussing various types of social advertising being done here in Pakistan an spend on the meaning and importance of the word social has to be comprehended. Further why is it associated with advertising?The word Social comes from Latin language socialis meaning ally, associate. According to dictionary it means involving allies or confederates. In context of the meaning it can be said that social is involving, interacting or conflicting with each other or with the environment. It would be more appropriate if social is taken in terms of society. The meanings given above indicate to involvement. But involvement with whom? Obviously with each other and that is done in any multitude, which is a semi part of any society.It is understood that social leads in reference to society and in any society many functions need to be sustained. Any society may be comprehensively described as an organized community of people who live and function in a single social medium. Thus, it can be said that society may have many other divisions. Any society can be divided into further divisions such as health, political, educational, legislative, environmental and social. In context of the previous discussion it can be said that society has various divisions and sub divisions. In Pakistani society, the advertising medium is being done in various sectors. Some of them are discussed below.Health AdvertisingThe Ministry of Health in Pakistan has taken measures to promote the message of the institution. For this purpose they have chosen various mediums to promote these issues. A successful example of this may be polio campaigns around Pakistan. The techniques used by them are similar to the advertising techniques. Another example cited here can be HIV/AIDS. Both issues are being highlighted in a very successful manner. There are some donts in making of the later advertisement, which are observed strictly in making of the advertisement. Every medium has different reach and frequency and they are selected on those basis.Political AdvertisingDuring elections and other political rallies, advertising of the political parties plays a significant role in promoting good name for them. For this purpose, various techniques are used. There are respective advertising messages done by them. More ever, social advertising in this aspect makes a feasible change in their voting list. In Pakistan, even to-date these rallies and elections use orthodox methods in promoting their message more effectively.legislative AdvertisingIn Pakistan, the main body is the Legislative body. For the government, the taxes implied for any advertisement is reduced. In addition, government takes measures to advertise i n welfare of public as well as for their own interest.Educational AdvertisingIn Pakistan, education is the most talked issue of today. Successful examples were Punjab Educational Program and another example is of National education Housing in Karachi. The purpose is to create awareness among people about educating their children and giving them best in life. For this objective, advertising techniques are used to promote the cause.Outdoor Social IssuesOther than the above-mentioned issues, there are social issues being highlighted in advertising. They are advertised either by any company as their social responsibility, or by any non-governmental organization to promote any social cause. For instance, advertising of women rights through various mediums.Social responsibilitySocial Advertising has developed tremendously in Pakistan. Companies usually support particular causes or sectors and adopt these through a comprehensive and complicated internal decision making process. For Instan ce McDonald Pakistan hosted Worldwide Children Day. Moreover, they raised funds for the helpless children.Shell Pakistan Assigns a certain percentage of its net profits to social investment that is unrelated to branding. The five dollar bill key areas shell supports are health, education, community welfare, heritage and environment. These are in line with its commitment to sustainable development.The Dalda Campaign aimed at raising fifty cytosine thousand rupees for the Shoukat Khanum Memorial Hospital. Dalda placed billboards at prominent locations in the major as well as smaller cities of Pakistan. After sometimes of this campaign, Dalda informed its consumer that about thirty hundred thousand rupees were raised for this purpose.CHAPTER 3 RESEARCH METHODS3.1 Method of Data Collection ProcedureFor data collection, I had to go to common people and interview with the respondent. Asking them about their age and giving them the questionnaire. As the sample was mostly the mobile audi ence, I had to wait with them until they had finished the questionnaire. The sample size for the research was one hundred and one hundred questionnaire was finalized.3.2 Sampling TechniqueConvenience sampling technique was used. The sample for conducting this research comprised of both male and female .Mostly they were selected from the public places.3.3 Sample SizeThe sample size for this research was 100.Instruments of Data CollectionKeeping in view the requirement of the study a questionnaire comprising ten questions was constructed. Mostly close-ended questions were opted in which respondents were asked to select an answer among a list.3.6 Statistical TechniqueAfter data collection, data was designed with the help of SPSS for composing thesis script. Technique of one way ANOVA has been used to test the variables.CHAPTER 4 DATA ANALYSIS4.1 Findings and Interpretations of the resultsTechnique One way ANOVADependent variable = Social reason (Average of Q 6,7,8,9, 10)Independent va riable is found in question no 2, which depends on 5 categoriesa) AIDS Awareness b) Anti smokingc) foolhardy driving e) Health caused) Drug/Alcohol abuseTest of Homogeneity of VariancesTable 4.1Social. CauseLevine Statisticdf1df2Sig.2.166495.079Assumption of homogeneity of variance is not violatedANOVATable 4.2Social. CauseSum of Squaresdf close SquareFSig.Between Groups1.2854.3211.097.363Within Groups27.82195.293Total29.10699Sig value is great than 0.05 which shows that the mean difference between all categories is not significant.DescriptivesTable 4.3Social. CauseNMeanStd. DeviationStd. Error95% Confidence Interval for MeanMinimumMaximumLower BoundUpper BoundAIDS Awareness244.1667.45556.092993.97434.35903.404.80Anti smoking413.9171.50789.079323.75684.07742.805.00Reckless driving183.8667.67563.159253.53074.20262.804.80Health cause154.0267.59458.153523.69744.35593.004.80Drug/Alcohol abuse24.1000.14142.100002.82945.37064.004.20Total1003.9880.54221.054223.88044.09562.805.004.2 Hypot heses Assessment SummaryAccording to this table, the mean value for all social causes is around 4 that reflect the highly significant effect of out door advertisement in creating perception and awareness for social cause. This shows that the possible action reflects a positive role of social advertisement in bringing awareness and perception for social cause. The awareness level for all the causes are there. sight know the effectiveness of social advertisement.CHAPTER 5 CONCLUSION, DISCUSSION, IMLICATIONS AND FUTURE RESEARCH5.1 ConclusionAccording to the research and the research result, the study shows that there is the positive role of outdoor social advertisement for bringing perception and awareness for social causes. People show the outdoor advertisements and create perception for certain causes. For Example in Reckless driving cause, people daily see the road signs of using helmet while driving a motorcycle, we also see a common slogan for reckless driving Speed thrills but kills or the people also see the speed limits while driving. So there is an awareness level build inside the people.5.2 DiscussionThe outside screening viewers are mostly portable. The Public take a trip rapidly in automobiles or walk at a quick speed as they execute the movement of everyday life. Accurately measuring the mobile audience is very difficult however, for this research survey method was used. For this purpose the sample selected was 100 (n=100). The sample selected was divided into three age groups that are 20-25, 26-30 and 31-36 respectively. The age groups include male and female both. Awareness levels are not significantly different between men and women regarding outdoor that is seen and remembered by a greater proportion of 16-44 olds. The sample was divided, in three age groups to analyze, the awareness of the social outdoor advertising. The first group was basically chosen in order to, analyze their awareness regarding social outdoor advertising. The people of t his age group are young, and they are probably more inclined towards adopting new trends and change. The second age group was selected in general, because these people are heading towards, their practical and original life and they probably take more practical measures to imply these social message in their life. The people of the third age group are probably more learned and experienced. It has generally been observed that people of this age group are mostly reluctant towards innovation .So, to see if social outdoor advertising has been successful in bringing awareness in their already formed ideas and concepts, this age group has been selected.All the institutions within society have some responsibility for helping to maintain social harmony through proper stewardship of families and companies exercise of honesty and integrity in all relationships, adherence to accept ethical standards, willingness to uphold various segments of the society, and the courtesy to respect the privac y of others. Furthermore, media being an integral part of society plays an important role in any society. Outdoor is considered to be one of the oldest advertising mediums, yet technology has provided an opportunity to develop creative, eye-catching messages. The need to convey the social messages to a large number of people at similar pace and time has been provided by social outdoor advertising. This research is based on Role of outdoor advertisement in bringing perception and awareness for social cause. Thus, the survey leads me to the conclusion that the hypothesis is correct in empathizing that outdoor advertisement plays a positive role in bringing perception and awareness for social cause.