The effectiveness of exterior bus advertising in hong kong: A preliminary investigation

Journal of International Consumer Marketing

Volumn 11, Issue 3, 1999, Pages 33-50

  Prendergast, Gerard ^a   Hang, Chan Chi ^a  

^a HONG KONG BAPTIST UNIVERSITY   (Hong Kong)

Author keywords

Attitudes toward advertising; Exterior bus advertising; Hong Kong; Recall of message information; Transit advertising

Indexed keywords

EID: 33644928083     PISSN: 08961530     EISSN: 15287068     Source Type: Journal    
DOI: 10.1300/J046v11n03_03     Document Type: Article

References (15)

1. Arens, W.F. and Bovee, C.L. (1994). Contemporary Advertising (5lh ed.). Richard D. Irwin, USA.
2. Belch, G.E. and Belch, M.A. (1993). Introduction to Advertising and Promotion: An Integrated Marketing Communications Perspective (2nd ed). Irwin, Massachusetts
3. Bhargava, M., Donthu, N. and Caron, R. (1994). “Improving the Effectiveness of Outdoor Advertising.” Journal of Advertising Research, March/ April, pp. 46-55.
4. Daryanani, R. (ed.) (1994). Hong Kong 1994, Government Printing Department, Hong Kong.
5. Donthu, N., Cherian, J. and Bhargava, M. (1993). “Factors Influencing Recall of Outdoor Advertising.” Journal of Advertising Research, May/June, pp. 54-73.
6. Finn, A. (1988). “Print Ad Recognition Readership Scores: An Information Processing Perspective.” Journal of Marketing Research, 25, May, pp. 168-177.
7. Gronhaug, K., Kvitastein, O. and Gronmo, S. (1991). “Factors Moderating Advertising Effectiveness as Reflected in 333 Tested Advertisements.” Journal of Advertising Research, October/November, pp. 42-49.
8. Jugenheimer, D.W., Barban, A.M. and Turk, P.B. (1992). Advertising Media Strategy and Tactics. Brown and Benchmark, Dubuque, USA.
9. King, W. and Tinkham, S.A. (1989). “The Learning and Retention of Outdoor Advertising.” Journal of Advertising Research, December/January, pp. 47-51.
10. Martin, E.F. (1996). Advertising in Asia: Communication, Culture and Consumption (Frith, K.T. ed.). Iowa State University Press, USA.
11. Percy, L. and Rossiter, J.R. (1992). “Advertising Stimulus Effects: A Review.” Journal of Current Issues and Research in Advertising, 24,1, pp. 75-90.
12. Prendergast, G., Shi, Y.Z. and West, D. (1998). “The Advertising Client-Advertising Agency Relationship: Theoretical Foundations and Research Requirements.” China International Business Symposium, May 26-28, Shanghai.
13. Staudt, J. (1989). “Billboards in America: An Examination of the Effect of Message Content on Public Opinion Toward Off-Premise Signage/Outdoor Advertising.” Research by University of Houston.
14. Stewart, D.W. and Furse, D.D. (1986). Effective Television Advertising: A Study of WOO Commercials. Lexington Books, MA.
15. rded). Prentice-Hall, NJ, USA