Moderating impact of billboard location and quality on the relationship between advertisement elements and its goals
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Received October 20, 2021;Accepted March 30, 2022;Published April 13, 2022
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Author(s)Ghaiath Altrjman ,Link to ORCID Index: https://orcid.org/0000-0001-9981-1505
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DOIhttp://dx.doi.org/10.21511/im.18(2).2022.03
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Article InfoVolume 18 2022, Issue #2, pp. 26-38
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Cited by2 articlesJournal title:Article title:DOI:Volume: / Issue: / First page: / Year:Contributors:Journal title: Computers, Environment and Urban SystemsArticle title: Strategic allocation of landmarks to reduce uncertainty in indoor navigationDOI: 10.1016/j.compenvurbsys.2024.102198Volume: 114 / Issue: / First page: 102198 / Year: 2024Contributors: Reza Arabsheibani, Jan-Henrik Haunert, Stephan Winter, Martin Tomko
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The study aims to detect the relative impact of the basic advertising elements on attaining advertisement objectives. It also seeks to determine if the location and quality of billboards have an essential moderating impact on the effectiveness of advertising elements concerning their ability to achieve desired advertisement objectives in a developing country such as Jordan.
A quantitative survey methodology and an online questionnaire were used to a convenient sample of 450 university students from different academic years and their family members and acquaintances in Amman, Jordan, to achieve the study goals. IBM SPSS version 25 and Smart PLS 3 were used to test the hypotheses. The study revealed a statistically significant impact (p ≤ 0.05) of three billboard advertising elements in achieving the goals of promoting advertisements, namely: headline (t = 3.483), color (t = 2.308), and the number of elements (t = 2.418). However, the study failed to prove the effectiveness of other two elements in achieving these objectives. The analysis did not confirm the effect of moderation of billboard locations and quality between independent variables and billboard’s advertising objectives; however, the location of billboards (independent variable) directly affects the achievement of advertising objectives. The study came up with a set of conclusions, the most important of which is that the billboard still has an important impact on customers’ purchasing behavior or power, regardless of the location and the quality of billboards as a moderator variable.
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JEL Classification (Paper profile tab)M30, M37
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References59
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Tables5
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Figures2
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- Figure 1. Proposed research model
- Figure 2. Research path model
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- Table 1. Sample characteristics
- Table 2. Alpha, CR, and AVE
- Table 3. Correlations of study variables
- Table 4. Research hypotheses results (direct path)
- Table 5. Research hypotheses results (indirect path)
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Conceptualization
Ghaiath Altrjman, Asaad Hameed Al-Ali
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Formal Analysis
Ghaiath Altrjman, Asaad Hameed Al-Ali, Raed Ahmad Momni, Khaleel Al-Daoud
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Funding acquisition
Ghaiath Altrjman, Asaad Hameed Al-Ali, Raed Ahmad Momni, Khaleel Al-Daoud
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Investigation
Ghaiath Altrjman, Asaad Hameed Al-Ali, Raed Ahmad Momni
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Project administration
Ghaiath Altrjman
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Resources
Ghaiath Altrjman, Asaad Hameed Al-Ali, Raed Ahmad Momni, Khaleel Al-Daoud
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Supervision
Ghaiath Altrjman
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Visualization
Ghaiath Altrjman
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Writing – original draft
Ghaiath Altrjman
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Writing – review & editing
Ghaiath Altrjman, Asaad Hameed Al-Ali, Raed Ahmad Momni, Khaleel Al-Daoud
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Methodology
Asaad Hameed Al-Ali
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Validation
Asaad Hameed Al-Ali, Raed Ahmad Momni
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Data curation
Khaleel Al-Daoud
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Conceptualization
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The processing of advertising: does a consumer’s level of materialism make a difference?
Steven Lysonski , Srinivas Durvasula , Ruth Rayner doi: http://dx.doi.org/10.21511/im.13(1).2017.02Materialism has been given great attention in the consumer behavior literature. How materialistic tendencies are shaped by advertising has also been documented. Yet, the impact of consumers’ materialism on their perceptions of ads is not clearly understood. The goal of this research is to examine the relationship between an individual’s materialism and his/her perceptions of various kinds of advertising. Using four specific advertising appeals (i.e., interpersonal, prestige/status, achievement, and appearance-related), attitudes toward the ad, and thoughts elicited by the advertisement were measured and compared across high and low materialism groups. Significant differences were found between respondents from the two groups with respect to the evaluation of each type of appeal. When prestige/status, achievement, and appearance-related appeals were used in advertising, they were evaluated more favorably by consumers with high levels of materialism than by consumers with low levels of materialism. In contrast, advertising that used an interpersonal appeal was viewed more favorably by consumers with low levels of materialism. The results of this research provide implications for marketers on three perspectives: the furthering of our conceptualization of the materialism construct, the design of promotional communication for specific target markets, and the public policy dimension of targeting consumers more vulnerable to certain appeals.
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Influence of advertisement on customers based on AIDA model
Problems and Perspectives in Management Volume 16, 2018 Issue #4 pp. 285-298 Views: 4556 Downloads: 3638 TO CITE АНОТАЦІЯThe paper is based on information which is a combination of store advertisement and consumers’ path inside the store along with product information. With this information, the authors find how advertisement affects the behavior of consumers when making the decision. The findings suggest that advertisement has a small impact on customers inside the stores. Null effect is determined, and one standard deviation in advertising has an impact on store traffic by 1.2%. But the impact at a lower end of the model is observed. One standard deviation in advertisement has impacted the store sales by 8.4%. Based on further data mining, the research has found that there is no significant improvement in the number of customers, but the increase in sales is because of the higher quantity of purchases by the existing consumers. However, the effect of advertisement on products placed in the same or nearby shelf is not found, the impact on product varieties in the same segment is also not found. Based on these research findings, the authors find the right approach towards advertisement.
The research is limited to consumers of retail industry in a Tier 3 Indian city of a developing geographic segment only. -
The impact of strategic human resources planning on the organizational performance of public shareholding companies in Jordan
Shaker Al-Qudah , Abdallah Mishael Obeidat , Hosam Shrouf , Mohammed A. Abusweilem doi: http://dx.doi.org/10.21511/ppm.18(1).2020.19Problems and Perspectives in Management Volume 18, 2020 Issue #1 pp. 219-230 Views: 3217 Downloads: 3290 TO CITE АНОТАЦІЯPerformance management (PM) is a common practice used by organizations to assess and manage employees’ work. Much of PM research is closely related to management practices. Corporations in the public and nonprofit sector continuously develop PM programs to ensure the sustainability of their organizations.
The study aims to analyze the impact of strategic human resources planning on the organizational performance of Jordanian public shareholding companies for senior management and functional unit managers (human resources, marketing, finance, and accounting). The researchers surveyed all the public shareholding companies registered with the Jordan Securities Commission (JSC) in 2019, wherein they found that only 60 companies applied strategic planning and human resources planning (HRP) together. Two hundred and twenty questionnaires were distributed in 52 companies surveyed, and 203 were adopted for statistical analysis. Several statistical methods were used, most notably the multiple regression analysis. The researchers found out a statistically significant impact of the strategic human resources planning (integration of HRP and strategic planning; strategic participation) on organizational performance. The results showed that adopting the strategic HRP dimensions leads to an increase in an organization’s overall productivity, employee satisfaction and reputation, as well as reduced operating costs. HR managers must understand the effectiveness of strategically designed HR practices across functions.