The Effectiveness of Advertising Signs in Nizhny Novgorod

The topic of this paper is The effectiveness of advertising pointers. To assess its effectiveness, was conducted a research, which consisted of two stages: - Calculation of metrics of effectiveness of advertising pointers - Evaluation of factors affecting the effectiveness of advertising signs As performance metrics, were selected the GRP (gross rating point) and OTS (opportunity to see) indicators, which were calculated for advertising pointers. Comparative analysis showed that the effectiveness of advertising signs is slightly different from the efficiency of 6x3 billboards installed in the same location. To assess the factors affecting the effectiveness of advertising signs, a survey was carried out of residents of Nizhny Novgorod, over 18 years of age, traveling by car and by public land transport. Factors whose influence was verified were: sex, age, frequency of contact, the way of movement of respondents. To test hypotheses about the effect of these factors on the effectiveness of advertising signs, an analysis was made using the binary logistic regression method. As a result of the analysis, the hypothesis about the influence of age, mode of movement and contact frequency was confirmed. The effectiveness of advertising signs is positively affected by the frequency of contact, it increases the probability of correctly recognizing the advertising sign. The audience, moving in the passenger seat of the car, aged 18 to 25, on the contrary recognizes the advertising message with less probability. The conclusions obtained within the framework of this work require verification on a representative sample of respondents for further use in practice.