Study on Effect of Electronic Advertisement - MBA Marketing

 Study on Effect of Electronic Advertisement - MBA Marketing


Abstract

As electronic billboards become increasingly prominent along major roads, they may cause driver distraction due to their highly conspicuous layouts. The impact of electronic billboards on driving performance and driver behavior has only been studied to a limited extent. Recent approval by the Swedish Transport Administration for the trial installation of 12 electronic billboards on a three-lane highway in central Stockholm, Sweden. These electronic billboards were evaluated in this study for their impact on driving behavior and on visual behavior.

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Introduction

They use static, dynamic, or full-motion images to attract attention. A picture's ability to attract attention increases as it becomes more conspicuous and eye-catching According to the Swedish Transport Administration (STA), standard roadside billboards are prohibited in Sweden. Previously, electronic billboards were prohibited. However, in 2009, the Swedish Transport Administration granted a temporary permit for the installation of 12 electronic billboards along the roadside, of which 8 were already in place at the time of the study. An evaluation of road safety during the trial period focused in particular on the issue of driver distraction.

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Conclusion

Since electronic billboards attract more and longer looks than standard road signs, they appear to have an effect on gaze behavior. This is a clear indication that they do. The purpose of Dukic et al. On the basis of the present data, it is not possible to say definitively whether they attract too much attention and pose a genuine traffic safety hazard. On-road studies that consider not only gaze behavior, speed, and lateral position data, but also tactical maneuvering and conflicts, should be used to investigate this.

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