The creativity of the outdoor advertising in the mobile sector: A Case Study in Spain and Portugal

Authors

  • Eva Breva Franch Universitat Jaume I, Castelló
  • Paula Lopes Instituto Superior Novas Profissões, Lisboa
  • Consuelo Balado Albiol Universidad Jaume I, Castelló

Abstract

Outdoor media requires a specific creativity tailored due to their characteristics and to the moment when the public has contacted with him. Despite the revolution that the outdoor advertising is going through, and due to the digitization of some of their supports, it is not possible to forget the best way to design the creativity in this media, because the paper is still prevailing in their brackets. Therefore, the objective of this research is, from the review of its studies and a creative revision of its messages; perform an analysis on the way to work the creativity of outdoor advertising in mobile sector in Spain and Portugal, such a sector with great investments in this media. This is done using the elements that emerge from the literature review as basic and necessary in any advertising message in the outdoor media. This research notes, that this sector, in main lines, is correctly applying the creative standards in the communication of its messages through this media in both markets analysed, although can be glimpsed nuances in one and another.

Keywords

outdoor advertising, creativity, street furniture, bus stops, mobile companies.

References

AEPE (1985). El Interior de la publicidad exterior. Valores comparativos, ventajas, consejos técnicos.Madrid

BARDIN, L. (1986). El análisis de contenido. Madrid: Akal.

BERELSON, B. (1952). Content Analysis in Communication Researches. Glencoe III. Free Press.

BERNSTEIN, D. (2004). Advertising Outdoors. Watch this Space! London: Phaidon.

BERTOLA, A.; GARCÍA-CLAIRAC, S. (2004). El manual de diseño gráfico. Córdoba: Almuzara.

BHARGAVA, M.; DONTHU, N.; CARON, R. (1994)."Improving the effectiveness of outdoor advertising: Lessons from a study of 282 campaigns”. Journal of Advertising Research. Vol.34 Núm. 2, pág. 46-55.

BOUZA, F. (1983). Procedimientos retóricos del cartel. Madrid: Centro de Investigaciones sociológicas.

BREVA, E. (2008). La Publicidad exterior. Una mirada de 360º. Madrid: Ediciones Ciencias Sociales.

CARTER, R. (1984). Tipografía experimental. Barcelona: Index Books.

CURTO, V.; REY, J.; SABATÉ, J. (2008). Redacción publicitaria. Barcelona: Editorial UOC.

DONTHU, N.; CHERIAN, J.; BHARGAVA, M. (1993). "Factors influencing recall of outdoor advertising."Journal of Advertising Research. Vol.33. Núm. 3, pág. 64-72.

EL PERIÓDICO DE LA PUBLICIDAD. (2003). “Una imagen y una marca”. El Periódico de la Publicidad, 19 al 26 de diciembre. pág. 11.

ENEL, F. (1997). El Cartel, lenguaje/funciones/retòrica. Valencia: Fernando Torres Editor.

FISCHER L.; ESPEJO J. (2004). Mercadotecnia. Madrid: Mc Graw Hill.

GULMEZ M., KARACA S.; KITAPCI O. (2010). “The effects of outdoor advertisements on consumers: a case study”. Studies in Business and Economics. Vol. 5, Núm. 2, agosto, pág. 70-88.

HEPNER, H.W. (2000). “Escritos publicitarios”. En: J. BARNICOAT (ed.). Los carteles su historia y su lenguaje. Barcelona: ed. Gustavo Gili. 5ª ed. Pág.147.

INFOADEX (2013). Estudio Infoadex de la inversion Publicitaria en España 2012. Madrid: Infoadex

JEFKINS, F. (1985). Advertising. London: MacDonald and Evans. The M&Handbook Series Pitman Publishing.

LICHTENTHAL, D.; YADAV, V.; DONTHU, N. (2006)."Outdoor advertising for business markets”. Industrial Marketing Management. Vol. 35, Núm. 2, febrero, pág. 236-247. http://dx.doi.org/10.1016/j.indmarman.2005.02.006

LOPES, P. (2012). La publicidad exterior en Portugal. Situación actual y perspectivas de evolución futuras. Badajoz: Universidad de Extremadura. Tesis doctoral.

LÓPEZ NOGUERO, F. (2002). “El anàlisis de contenido como método de investigación”. XXI Revista de Educación. Vol.4, pág. 167-179.

MARKTEST. (2012). Anuário de Media e Publicidade 2012. Portugal: Edição OberCom.

NAVARRO, C. (2006). Creatividad publicitaria eficaz. Madrid: Esic Editorial.

O´GUINN T.; ALLEN C.; SEMENIK R. (1999). Publicidad. México: International Thomson Editores.

OUTDOORMEDIA. (2005). Muestra estudio censo exclusivistas 2011, [en línea] [Fecha de consulta: 24/05/2013] <http://recursos.anuncios.com/files/477/04. pdf >

PACHECO, M. (2000). Cuatro décadas de publicidad exterior en España. Madrid: Ciencias Sociales.

REVISTA CONTROL. (2005). “Entrevista a Carlos Lozano”. Revista Control, Num.513. Mayo, pág.108.

REY, J. (1997). Palabras para vender, palabras para soñar. Barcelona: Paidós.

TAYLOR, C.; FRANKE, G.(2003). “Business perceptions of the role of billboards in the u.s. economy”. Journal of Advertising Research. Vol.43. Núm. 2, pág. 150-161.

TAYLOR, C.; FRANKE, G.; BANG, H. K. (2006). “Use and effectiveness of billboards: perspectives from selective-perception theory and retail-gravity models”. Journal of Advertising. Vol.35. Núm. 4, pág. 21-34. http://dx.doi.org/10.2753/JOA0091-3367350402

VAN MEURS, L.; ARISTOFF, M. (2009) “Split-Second Recognition: What Makes Outdoor Advertising Work?”. Journal of Advertising Research, Vol.49, Núm.1, pág. 82 – 92.

WOODSIDE, A.; DUBELAAR, C. (2003). “Increasing quality in measuring advertising effectiveness: a meta-analysis of question framing in conversion studies”. Journal of Advertising Research. Vol.43. Núm. 1, pág. 78-85.

WOODSIDE, A. (1990) “Outdoor advertising as experiments”. Journal of the Academy of Marketing Science. Vol. 18. Núm. 3, pág. 229-237.

Author Biographies

Eva Breva Franch, Universitat Jaume I, Castelló

Having a degree in Information Sciences (Universitat Auonoma de Barcelona) and PhD in Advertising (Universitat Jaume I, Castelló).

Lecturer and researcher at Universidad Jaume I

Paula Lopes, Instituto Superior Novas Profissões, Lisboa

Having a degree in Communication Sciences (Universidade Autónoma de Lisboa) and PhD. in Audiovisual Communication and Advertising (universidad de Extremadura).

Lecturer at Instituto Superior Novas Profissões (Lisboa)

Consuelo Balado Albiol, Universidad Jaume I, Castelló

Having a Degree in Information Sciences (CEU San Pablo, Valencia) and PhD in Communication Sciences (Universitat Jaume I, Castelló).

Lecturer at Univesitat Jaume I.

Published

15-12-2014

Downloads

Download data is not yet available.