Drifting between Counting Atoms and Telling Stories: Quantitative and Qualitative Ambient OOH Media Planning Guidelines for Emerging Economies

Currently, no guidelines exist to plan ambient out-of-home media in emerging economies. This study is one of the first to explore ambient out-of-home media from a media professional viewpoint. The findings revealed that practitioners in South Africa design campaigns to tell engaging stories in a social context that allows consumers to engage with the medium and the message, rather than just delivering mass media exposure and maximum audience reach. By reviewing the literature, illustrative cases, and obtaining insight from 20 experienced media professionals, this study offers guidelines on the qualitative and quantitative values when using ambient out-of-home media. The results of the research can be used to both appreciate and plan consumer-centered ambient out-of-home media in emerging economies.     

Culture,Attitudes, and Media Patterns in China,Taiwan, and the U.S.: Balancing Standardization and Localization Decisions

ABSTRACT

A study was undertaken to examine cultural orientations, attitudes toward advertising, and media use patterns across China, Taiwan, and the United States. China and Taiwan share similar cultural backgrounds, yet their economies and advertising industries have evolved quite differently due to different social and political settings. The United States was included to provide a point of comparison. Understanding media patterns, cultural orientations, and attitudes can help better ascertain the potential for using standardized strategies by international advertisers across different markets. Industry and consumer trends in evolving markets can also be monitored. Consumers in China and Taiwan were found to be more similar than different. For example, consumers in both markets were less individualistic and more collectivistic than their counterparts in the U.S. They also exhibited more favorable attitudes toward advertising than American consumers. Furthermore, Chinese and Taiwanese respondents spent significantly more time with print media than American respondents. Implications of the findings for balancing standardization and localization decisions are discussed.