The Effectiveness of Exterior Bus Advertising in Hong Kong

Abstract

The research covers a preliminary examination of the effectiveness of the advertisements (for a range of products and services) on the buses of Hong Kong's leading bus company. Data were collected using personal interviews with more than 100 Hong Kong people over a period of five days. Not surprisingly, given that the target respondents were waiting at bus stops, exposure to exterior bus advertisements is relatively high. In addition, around 80% of interviewees could recall (aided or unaided) one or more advertisements with brand names. Those factors which draw and hold consumer attention to exterior bus advertising are advertisements which are colorful, interesting and have some feature which makes it noticeably different from other advertisements. Compared to US consumers, Hong Kong people are generally less opposed to tobacco and liquor advertising on the exterior of buses, although there is still considerable opposition. Exterior bus advertising was found to be more effective if consumers were highly involved with the products/services being advertised, and if consumers had positive attitudes towards advertising in general.

Key Words:

• Exterior bus advertising
• Hong Kong
• transit advertising
• recall of message information
• attitudes toward advertising