Title: Developing a decision tree procedure for designing street advertising based on traffic and environmental situations

Authors: Abbas Mahmoudabadi; Fatemeh Pourhossein Ghazimahalleh

Addresses: Mehrastan University, Boulevard of University, Astaneh-e-Ashrafieh, P.O. Box 1774-44415, Guilan, 44441-85976, Iran ' Mehrastan University, Boulevard of University, Astaneh-e-Ashrafieh, P.O. Box 1774-44415, Guilan, 44441-85976, Iran

Abstract: The purpose of this research work is to develop a decision tree procedure for designing out-of-home advertising messages based on occasion dates and environmental and traffic situations. Through a systematic approach, the two-stage procedure has been developed to create customer oriented messages or advertising fields based on the parameters transmitted by the road traffic devices in which the key parameters have been prioritised followed by defining the best fitted advertising message. The message prioritising and creation have been designed based on the results of two questionnaires, one filled out by experts and the other by audiences. Approving the proposed procedure concurrently revealed that there is no difference between audiences' personalities and their attention to the billboards, so experts who are dealing with advertising issues can consider the occasion dates as well as environmental and traffic situations to design out-of-home advertising messages for all groups of population.

Keywords: out-of-home advertising; environmental and traffic conditions; decision tree; message creation procedure.

DOI: 10.1504/IJMABS.2020.113133

International Journal of Markets and Business Systems, 2020 Vol.4 No.2, pp.185 - 204

Received: 22 Jul 2020
Accepted: 26 Oct 2020
Published online: 19 Feb 2021 *

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