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SEEING IS BELIEVING: AUDIENCE PERCEPTION

ABOUT FOOD ADVERTISEMENTS ON BILLBOARD


Introduction
• The topics of this presentation are
I. SEEING IS BELIEVING: AUDIENCE PERCEPTION ABOUT
FOOD ADVERTISEMENTS ON BILLBOARDS
II. Consumer exposure to food and beverage advertising out of home:
An exploratory case study in Jamaica.
III. Children's exposure to outdoor food advertising near primary and
secondary schools in Australia
IV. Targeting Hispanic adolescents with outdoor food & beverage
advertising around schools
Research 1 SEEING IS BELIEVING: AUDIENCE PERCEPTION ABOUT
FOOD ADVERTISEMENTS ON BILLBOARDS

 This research investigates the perception of people regarding the outdoor


advertisement of edible items in Karachi South District in terms of
information, beliefs, attitudes, and behaviors within the values of the society.
 It reflects on persuasion theory and an elaboration likelihood model.
 In this study researchers found that a very low quantity of audience can
ignore the billboards, un intestinally billboards get noticed in markets traffic
signals, and even when a person driving, he/she sees the billboards.
 Results show that every person in the population admitted that he/he sees
billboards regularly and many times a day
 Billboards with bright colors and short but concise messages are the most
attractive billboards
Research 2 Consumer exposure to food and beverage advertising
out of home: An exploratory case study in Jamaica.
• This research has shown that
i. Television advertising contains frequent low ‐nutrient food and
beverage messages which are thought to influence
consumers' food consumption. Yet, consumption decisions are
often made out of the home.
ii. We systematically capture and describe food and beverage
consumer communications at or near the point of purchase
through observation of messages in food environments (Study
1: retail, restaurant) and content analysis of out ‐of ‐home
advertising (Study 2: billboards)
Conclusion
STUDY 1 STUDY 2
 Observations of places to buy food from  Findings from the study of out‐of ‐home (in ‐
grocery stores to fast‐food restaurants store, outdoor) advertising also revealed that
revealed a variety of ways that food and global brands (predominantly U.S. in origin)
beverage companies were using persuasion are pervasive in Kingston even in these local
techniques to attract attention, instill purchase media.
(e.g., contests) and communicate the value  Observations of out‐of‐home advertising
(e.g., price, health) of their food or beverage.
showed that more than one in four messages
 Despite the prevalence of less viewed in the four major transportation hubs of
healthy food and its ubiquitous promotions, Kingston featured food or beverage. Overall,
less healthy foods, including fast‐
there was availability and limited promotional
food advertisements, soda, and processed
efforts and nutrition information for
snacks were significantly more advertised than
healthier foods including fruits and
healthier food and drinks such as milk or
vegetables. bananas.
Research 3 “Children's exposure to outdoor food advertising near primary
and secondary schools in Australia.”

 This research shows

i. How the food industry is increasingly utilizing non ‐broadcast channels such as


outdoor advertising (Eg billboards, bus shelters, shop fronts) for product marketing.

ii. This study aimed to quantify the presence and content of


outdoor food advertisements within a 500 m radius of primary and secondary
schools in Perth, Western Australia.

iii. It concluded that


 Outdoor advertising around schools constitutes a potential frequent source of children's
exposure to unhealthy food and alcohol advertising.
 Children get attracted by advertising and persuade their parents to get the desired food.
Research 4 “Targeting Hispanic adolescents with outdoor food &
beverage advertising around schools.”

 The purpose of this study was to determine if the prevalence


of outdoor FB advertising was greater around middle and high
schools with a majority Hispanic population as compared to
schools with a lower Hispanic population
 The research indicates how outdoor food advertisements affect
adolescents and influence their health.
  The findings of this study suggest that Hispanic youth are
disproportionately exposed to outdoor food and beverage
advertising around their schools.

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