Title: Identification and prioritisation of effective criteria in the selection of outdoor advertising using the AHP technique

Authors: Mohammad Reza Karimi Alavijeh; Atefeh Foroozan; Amir Aslani Afrashteh

Addresses: Faculty of Management and Accounting, Allameh Tabataba'i University, Iran ' Faculty of Management and Accounting, Allameh Tabataba'i University, Iran ' Faculty of Management and Accounting, Allameh Tabataba'i University, Iran

Abstract: The purpose of this research is to identify the criteria and factors effective in the effectiveness of outdoor advertising and the ranking of various outdoor advertising in Tehran. The statistical population is the experts of the advertising agencies of Tehran that in the first stage, after identifying 11 effective factors in the effectiveness of outdoor advertising in the literature review, seven important criteria were identified using SPSS software. In the second stage, according to these seven criteria, all types of outdoor advertising were completed by the experts through the paired comparison questionnaires (AHP) and ranked with Expert Choice software. The seven main criteria are: attracting attention with colour and size, times of exposure to the audience, being seen in the audience ideal position, the duration of viewing the advertising message by the audiences, the last reminder before purchase, the cost of advertising, the low level of oldness and tediousness of the message. Also, billboard was ranked as the most effective medium for outdoor advertising.

Keywords: media; outdoor advertising; analytical hierarchy process.

DOI: 10.1504/IJIMA.2019.103464

International Journal of Internet Marketing and Advertising, 2019 Vol.13 No.4, pp.359 - 373

Received: 15 Sep 2017
Accepted: 12 Nov 2018
Published online: 06 Nov 2019 *

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