Cross-Cultural Perspectives on Attitude Towards Outdoor Advertising in Internet Era

Abstract

Outdoor advertising has had very long history. In
this internet era, it is interesting to investigate whether outdoor
ad will fade out or not. This paper compares the attitudes toward
outdoor ad with Internet ad. Moreover, it examines crosscultural
differences in attitudes toward outdoor advertising and
investigates the effects of different belief factors on consumer
attitudes. Data were collected from university students in China,
Hong Kong and the United Kingdom. The results show that Hong
Kong and Chinese respondents held the most favourable
attitudes toward outdoor advertising while UK respondents held
the least favourable. Furthermore, the respondents from the
three areas had more favourable attitudes toward outdoor
advertising compared with Internet advertising. The results also
suggest that the advertisers should consider seriously the
spending on outdoor advertising which is still favourable in the
internet era.