| dc.description.abstract | This study is aimed to identify the main factors influence the recall of outdoor advertising as well as understand their impacts. In Vietnam, It is vague of the perception of Vietnamese consumers to the outdoor advertising within the market. The study will choose to arrange the location on Hanoi highway and respondents will answer the research questions related to the construct of the study. By investigating on factors such as the attention to outdoor advertising, the involvement with product or service being advertised, the result of this study will generates adjustments over the execution of strategies in order to maximize effectiveness of this medium.
Keywords: outdoor advertising, outdoor advertising recall, advertising relevance, involvement with product, attention to outdoor advertising | en_US |
