The Airport Advertising's Importance in the Present Perspective

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International Journal of Management (IJM) Volume 12, Issue 1, January 2021, pp. 697-706. Article ID: IJM_12_01_060 Available online at http://www.iaeme.com/ijm/issues.asp?JType=IJM&VType=12&IType=1 Journal Impact Factor (2020): 10.1471 (Calculated by GISI) www.jifactor.com ISSN Print: 0976-6502 and ISSN Online: 0976-6510 DOI: 10.34218/IJM.12.1.2021.060

THE AIRPORT ADVERTISING'S IMPORTANCE IN THE PRESENT PERSPECTIVE

Palvi Jearth Junior Research Fellow, Punjabi University, Patiala, India

Dr. Gurcharan Singh Professor, Punjabi University, Patiala, India

Shikhil Munjal Junior Research Fellow, Punjabi University, Patiala, India

ABSTRACT The airport is a unique stage made up of unique features and it offers a wonderful combination of emotions and people, everyone is on a journey and the airport is a part of their story. In this modern world, travellers are spending more time at the airport each time they travel. While waiting at the airport, they often shop and read airport advertising. With the increase in the number of passengers, Airline and Airport advertising have become a means of acquiring enormous prospects. As the number of Airports is increasing in India, there is need to understand the behaviour of passengers at the airports so that marketers can develop their advertisement accordingly and to show that the airport advertising can be an important complement to outdoor campaigns. This study will lead to a good opportunity for the global brands to do business in the Indian market and to achieve the competitive advantage.

Key words: Airport, Travelers, Behaviour, Advertising, Hoardings Cite this Article: Palvi Jearth, Gurcharan Singh and Shikhil Munjal, The Airport Advertising's Importance in the Present Perspective, International Journal of Management, 12(1), 2021, pp 697-706. http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=12&IType=1

1. INTRODUCTION Advertising is the single key of marketing, but it is that characteristic of marketing that most people are known with as they normally encounter some form, if not multiple forms, of advertising daily basis. To know about advertising one must know the term completely and first understand what it is about. Advertising is described as "non-personal communication about goods, services or ideas by designated sponsors through the different media of information generally paid for and typically persuasive in nature" (Taflinger, 1996). A review of this

http://iaeme.com/Home/journal/IJM 697 [email protected] The Airport Advertising's Importance in the Present Perspective definition shows that advertising is conducted without a personal contact, also meant to obtain a particular result (as it is supposed to persuade), and that it is conducted through many pathways, such as print, T.V., radio, online, etc. Therefore, there is no one way to advertise but it is an important way to achieve a goal, which is normally to give information about a product or service and sell it to others. Advertising is the medium that has been often been used to improve consumer behaviour. There are still some key features that can influence and drive the consumer's attitude towards ads such as goal characteristics, origin characteristics, message characteristics, and cognitive routes; the definition of advertising reputation continues to be of interest to marketing and advertising scholars and practitioners (Goldsmith, et al., 2000; Ferle & Choi, 2005). There are numerous types of advertising and ways to use them, indoor and outdoor advertisement play a vital role in today’s scenario. With respect to airport advertisements, this review includes two main categories: roadside ads on the airport's boundary and freeway, and advertisement inside the port.

1.1. Advertising Mediums at Airports Advertising in and around airport can be done through different medium like-

Posters

Banners

Hoardings

Scrollers

Digital/Advanced Media

Bus displays

Mobile Displays

Figure 1 Posters: Posters include both textual and graphic elements, although a poster may be either wholly graphical or wholly text. Posters are designed to be both eye-catching and informative. It is not surprising that they are amongst the regularly collected electoral items; posters attract attention and convey information significantly. Banners: Banners play a similar role as poster and can attract significant attention; they are normally produced on fabric. Banners can be used for larger signs and in more outdoor situations. Banner advertising is also called display advertising (as opposed to text-only advertising) because of the visual nature of banner ads. The purpose of banner advertising is to promote a brand. Thus, banner ads can be static or animated, depending on the technology used to make them. Hoardings: Hoardings, posters and outdoor signs are perhaps the oldest advertising form and most effective way of advertising which can create a mark in individual’s mind. Digital/Advanced Media: At Delhi Air terminal, it will discover computerized units in the terminals that can communicate your message.

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Scrollers - Fit for overseeing 3 to 5 campaigns at the same time. Gives improved chance to run the campaigns in a synchronized way on numerous units set over the terminal. Bus displays - Buses are moving billboards, penetrating busy neighbourhoods and reaching large urban audience. They offer supreme targeting opportunities, and come in a variety of media forms suitable for different marketing strategies. Mobile Displays - Mobile Displays are flat panel campaign trucks ideal for carrying advertisement along dedicated routes selected by clients prior to the start of a campaign. Mobile display companies employ dedicated drivers and do not typically carry third party cargo or freight (George E. & Belch, 2001). 2. LITERATURE REVIEW Richard. P & Alvin. J (1983), with an aim to examine the memory structure and decay processes, He evaluated people's recall and awareness for 95 print ads. The investigation resulted that recall and acknowledgement alone do not rule a single underlying memory state, but absorb just a part of memory while highlighting certain states of mind at almost the same time, leading in multidimensional memory being facts. Batra & Ray (1986) had a theoretical argument that through repeated advertising the attitudinal gain should continue to rise instead of having a drop-off when customers do not give observational responses to message arguments in previous disclosures. According to the analysis provided by the author it showed that repetition of advertisements accelerates the brand behaviour and purchase intent where the production of support and counter-argument is expected to be weak, on the other hand where such output is expected to be large, there these attitudinal gains show a decline. Mackenzie et. Al (1986) defined advertising behaviour as "a predisposition to respond to a particular advertising stimulus in a favourable or unfavourable manner during a particular exposure situation”. The researchers discussed about the mechanism by which marketing impacts the perceptions of the product and also affects the buyers’ intentions. Bottle (1991) through his methodical principles found some research practices that could help us to understand what happens in our mind when we come across an advertisement. Below two tasks were achieved by the author through his research: first, He reviewed the advertising effects literature, and second, through that literature He built a taxonomy that organizes what we already know about the advertising-social relationship. James H et. al (2006) examined problems that came with the dimensional representation of memory for print advertisements and the preceding factors associated with those dimensions. The research stated two dimensions of memory-based ad-based antecedents, named cognitive and affective factors, and two memory dimensions, named recall and awareness. Cognitive factors created a bigger impact on Recall as compared to affective factors; on the other hand, Affective factors had a major influence on memory. Mehta & Purvis (2006) elucidated the interconnection between recall and emotion. According to the author, recall does not penalize emotional advertising; rather power of recall gets boosted through the intellectual content in well done commercials. They came to a conclusion with the aid of these speculations that recollection has significant positive associations with advertisement liking as well as with a number of favourable advertising diagnostics. Nyarko et. al (2015) made an attempt to make the marketing audience aware, informed, educated in order to persuade them to patronize products, Various forms of marketing communication was adopted by retail companies to send messages across to their targets. The

http://iaeme.com/Home/journal/IJM 699 [email protected] The Airport Advertising's Importance in the Present Perspective research depicted that most respondents feel that billboard advertising is a good tool to make the people aware and persuade the customer to purchase appliances of their choice. Iqbal & Batool (2016) concluded that after applying correlation and regression techniques billboard location and catching billboards have greater influence on customer buying behaviour. They exposed the factors which have greater influence on customer buying behaviour while making purchase decision through billboard advertisement. This study was conducted on the students of IUB and sample size of 259 questionnaires was filled to find out the impact of billboard advertisement on their buying behaviour. In this study, correlation and regression techniques are used and findings showed that billboard advertisement influences the consumer buying behaviour more when it is attractive to see and easy to understand. Jiang Dan (2017) explained the development of China's civil aviation industry and the advertising industry, airport image as a "commanding city height" has increasingly attracted attention of many as an ideal place for advertising. Airport advertising communication constitutes audience including government officials, high-level policy makers, corporate travel managers and travellers, in which high-income earners and foreign guests take a higher proportion. They have decisive significance for the dissemination of Wuhan inner spirit and cultural character. Their practical values were high efficiency, multi-variety, the maximum attraction to the audience. Page,B. et.al (2017) demonstrates the ability to obtain outdoor advertising measurement data, the likes of which were only available for television advertising up to this point. The first is the ability to more accurately compare sites for outdoor and outdoor ads based on calculated duplication levels. Due to the lack of particularly high replication of the position chosen in the example in this article, the generalizability of this finding is uncertain. Second, these metrics provide practitioners with the opportunity, based on the calculated productivity of each location, to determine how long an advertisement should be placed at the same site. Hornik et.al (2017)” attempts to assess quantitatively past studies on advertising-appeal differences and scale them on a common metric. On the basis of a large and unique dataset using comparative meta-analysis, this study provides measures of the relative impact of seven types of appeals. Meta-regression was used to test whether certain moderators can explain the variability in effect sizes. Results suggest that appeals were not effective equally, and their estimated impact was used to create a hierarchy of appeals. Among other results, emotional appeals were more effective on television, and emotional appeals were more impactful in more recent studies. The article concludes with implications and discussion, emphasizing the need for more research. Teichert et.al (2017) provides a framework for choosing effective commercial appeals based on the priorities of advertisers and the demographics of the target group. The study uses data from German magazine publishers to distinguish the effects of magazine ads on five marketing targets along the model of hierarchy of impact, thus taking into account the moderating effects of age and gender. The age and gender of customers had a significant impact on the results of advertisement appeals and reported effects of contact. Guido et.al (2018) explores whether print ads with faces (i.e. face advertisements) or face- like images (i.e. pareidolian advertisements) attract better consumer interest than advertisements that do not include these elements. The researchers examined in two experiments the consequences of exposing customers for short time lapses to print ads that contain faces or pareidolian images. The results show that both styles of advertising caught the attention of audiences and were remembered more often than ads without faces or faces like objects. Both face advertising and pareidolian advertising have increased the preference for brand recognition and advertising.

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Campbell et.al (2018) revealed four strategies and related operational tactics that can be employed by advertisers to develop more successful advertising for soundless environments. The article was based on research into ads and screen-media and examined advertisements from both publications and a dataset of an agency. It also involves interviews with advertising experts with soundless video expertise to build a new understanding of the soundless advertisement phenomenon. Kwon et.al (2018) investigates the media context's impact on advertisement effectiveness for over 50 years, but there is still a lack of clarity about media-context impacts in the face of an abundance of mixed results. This research used meta-analysis of longitudinal studies up to 2013 to analyse the relationship between media history and advertisement memory. Fortenberry et.al (2019) explores theories that in hierarchies such as the Attention– Interest–Desire–Action (AIDA) model, billboards primarily serve initial attraction functions, early-stage effects. This demonstrates that billboards also affect existing customers and decisions on patronage. We also experienced marketing managers understanding the importance of billboards in helping to attract and retain customers. It is important to propose a logical progression to AIDAR based on these studies and evidence from related fields, which adds "retention" to the AIDA model. 3. OBJECTIVES OF THE STUDY 1. To study the demographic variables of passengers related to the recognition and recall of airport advertising. 2. To study the characteristics of the advertisement towards the recall and recognition of airport advertising. 4. RESEARCH METHODOLOGY 4.1. Scope of the Study The Study is confined to entire country i.e. India. The questionnaires were filled up from 200 respondents, from top most international airport i.e. (Delhi) in India. There are 115 domestic and international airports in India, out of these, top most airport has been considered for the sample. This selected airport based on top most busiest international airports in India (Airport Authority of India, 2017-18). This airport is highlighted in the proposed study on the basis of the number of the passenger’s count, which is high in the selected airport.

Sample Size For the purpose of the study, the respondents would be those travellers who travelled through these selected airports irrespective of their age groups. To determine the Sample Size, margin of error (Smith, 2016) method is adopted whose general formula is shown below,

z2 * p (1-p) e2 n = ______1 + Z2 * p (1-p) e2N Where, z – Z-value (1.96 for 95% confidence interval)

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p – Percentage of population picking a choice, expressed as decimal (0.5) e – Margin of Error (.04) So, n = 200.23 (rounded off to 200) for International Airports The population is finite and from which the Study needs a sample of 200 Respondents. 5. DATA ANALYSIS AND INTREPRETATION To measure scale reliability and internal consistency, Cronbach's alpha is used. The minimum acceptance value for Cronbach's alpha is 0.60. As shown in Table 1.value for Cronbach's alpha is 0.676 that reflects the internal consistency of the data.

Table 1 Reliability Statistics Cronbach's Alpha N of Items .676 10 Source: Extracted by researcher From 1= strongly disagree to 5= strongly agree Five-point Likert scale is used to analysed the statements. The study is analysed by the way of exploratory factor analysis using Principle component analysis with Varimax rotation. The KMO value for the study is 0.659 which is above the threshold value of KMO (0.60) which shows the sample adequate (Table. 2). The three factors which have been extracted from the analysis have shown the Eigenvalue greater than 1(Table. 3). The three factors named as Creativity, Location, and Size of the ad.

Table 2 KMO and Bartlett's Test Particulars Value Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .659 Bartlett's Test of Sphericity Chi-square 765.920 Degree of Freedom 45 Significance .000 Source: Extracted by researcher

Table 3 Total Variance Explained Extraction Sums of Rotation Sums of Squared Initial Eigenvalues Squared Loadings Loadings % of Cumulative % of Cumulative % of Cumulative Component Total Variance % Total Variance % Total Variance % 1 3.539 35.390 35.390 3.539 35.390 35.390 2.937 29.366 29.366 2 1.886 18.857 54.248 1.886 18.857 54.248 1.923 19.228 48.594 3 1.131 11.305 65.553 1.131 11.305 65.553 1.696 16.959 65.553 4 .956 9.562 75.115 5 .711 7.115 82.229 6 .542 5.420 87.649 7 .444 4.436 92.086 8 .368 3.682 95.768 9 .252 2.516 98.284 10 .172 1.716 100.000 Extraction Method: Principal Component Analysis.

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Table. 4 Shows that communities are greater than 0.5 for each variable. Community values should be 0.5 or more noteworthy for a better estimation of factor analysis. Particulars Initial Extraction 1. Advertisement needs to have a good logo with good colors. 1 .662 2. The message given in the advertisement needs to be direct and have a 1 call to action and above all it must be honest and provide a value to the .565 consumer. 3. The advertisement should be relevant to its audience and itself in 1 .659 design. 4. Ads should have such words and pictures in the message that may help 1 in drawing the attention of the customers to leave an impact on person’s .698 mind, create catchy message. 5. Ads should compare with the product and if it’s provable and 1 .656 believable, customers can easily get convinced to buy the product. 6. An appropriate medium should be chosen in order to make an ad 1 effective as well as make it available for the target audience to cover the .684 huge mass. 7. Frequency of the ad should be optimum because if it is less, one may 1 not remember message and if it is more, one may get irritated and may .612 even ignore. 8. Companies often use metaphors to depict the benefits of their brand in a 1 slightly unique or different message situation, which sometimes create .717 confusion for the people. 9. Attractive border may be inserted around the hard copy of 1 advertisement in order to distinguish it from other ads. Underlining the .598 key words and leaving blank space at the bottom of the copy are also helpful in drawing the reader’s attention. 10. Effective slogans can be used to give suggestions to the people. 1 .804 Source: Calculated by researcher using SPSS 21 The three factors has extracted from 10 statements which is shown below (Table. 5) as per the statements contains in particular factor.

Table 5 Group Statistics Std. Error GENDER N Mean Std. Deviation Mean Creativity 1 99 -.0126096 1.04035218 .10455933 2 101 .0123599 .96384765 .09590643 Location 1 99 -.0136597 .96906724 .09739492 2 101 .0133893 1.03408159 .10289496 Size of ad 1 99 .0059525 1.05846856 .10638009 2 101 -.0058346 .94444797 .09397609 Source: Extracted by researcher Descriptive analysis shows (Table 6) that IInd factor is more important because the mean of IInd factor is more than other two factors.

Table 6 Descriptive Analysis Factors N Mean Creativity 200 1.90464 Location 200 2.85991 Size of ad 200 1.81186 Source: Extracted by researcher

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Table 7 Demographic Analysis Demographic Frequency Percent (%) Gender Male 99 49.5 Female 101 50.5 Type of Passenger Departing 77 38.5 Connecting Flight 85 42.5 Arrival 38 19 Type of Flight Domestic 80 40 International 120 60 Source: Extracted by researcher The investigation found out that the P<0.05 for each of the constructs and therefore there was a significant difference between the types of flights chosen by the passengers while recall and recognition of Airport advertisement. The study also analysed that the gender of the respondents and the categories of passengers in airport ad does not differ significantly as t value is greater than 0.05.

Table 8 Gender Analysis Independent Samples Test Levene's Test for Equality of Variances t-test for Equality of Means 95% Confidence Interval Sig. (2- Mean Std. Error of the Difference F Sig. T df tailed) Difference Difference Lower Upper Creativity .614 .434 -.176 198 .860 -.02496957 .14177402 -.30455041 .25461127

-.176 196.182 .860 -.02496957 .14188268 -.30478065 .25484151 Location .432 .512 -.191 198 .849 -.02704899 .14177209 -.30662603 .25252804 -.191 197.604 .849 -.02704899 .14167972 -.30644733 .25234935 Size of ad 2.33 .128 .083 198 .934 .01178707 .14178265 -.26781078 .29138493 7 .083 194.535 .934 .01178707 .14194446 -.26816054 .29173468 Source: Extracted by researcher

Table 9 Type of Passengers ANOVA Sum of Squares Df Mean Square F Sig. Creativity Between Groups 3.976 2 1.988 2.008 .137 Within Groups 195.024 197 .990 Total 199.000 199 Location Between Groups 1.497 2 .748 .746 .475 Within Groups 197.503 197 1.003 Total 199.000 199 Size of ad Between Groups 2.054 2 1.027 1.027 .360 Within Groups 196.946 197 1.000 Total 199.000 199 Source: Extracted by researcher

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Table 10 Types of Flight Independent Samples Test Levene's Test for Equality of Variances t-test for Equality of Means Sig. 95% Confidence Interval of the (2- Mean Std. Error Difference F Sig. T Df tailed) Difference Difference Lower Upper Creativity - .297 .58 -1.211 198 .227 .14416884 -.45886497 .10974198 .17456150 - -1.200 164.265 .232 .14544796 -.46175008 .11262709 .17456150 Location - .402 .02 -.506 198 .613 .14460808 -.35836011 .21197922 .07319044 - -.502 165.159 .616 .14567041 -.36080670 .21442581 .07319044 Size of ad - .178 .673 -1.156 198 .249 .14421588 -.45108721 .11770525 .16669098 - -1.141 161.974 .255 .14605843 -.45511521 .12173325 .16669098 Source: Extracted by researcher

6. FINDINGS OF THE STUDY The result shows that Location has a major impact on Airport advertisement. The study also found that found out that the P<0.05 for each of the constructs and therefore there was a significant difference between recall and recognition of the types of flights chosen by the passengers while recall and recognition of Airport advertisement. The study also showed that the gender of the respondents and the categories of passengers (Departing, Connecting Flight and Arrival) did not differ substantially in perceiving Airport advertisement as t value is greater than 0.05. This research is not without limitations. While these results may be generalizable to other airports, or even in other transit advertising situations, this cannot be truly known until this study is replicated in other locations. Ultimately, generalizability can only be assessed through multiple studies (McGrath and Brinberg 1983). In addition, further research could use larger sample sizes. Considering this study is the first of its kind, other researchers might replicate our multimethod approach to other airport terminals and other out-of-home advertising environments to better assess its validity. REFERENCES [1] Airport Authority of India. 2016-17. Airport Authority of India. Retrieved Feburary 7, 2018, from https://www.aai.aero/. [2] Batra, R., & Ray, M. 1986, March. Situational Effects of Advertising Repetition: The Moderating Influence of Motivation, Ability, and Opportunity to Respond. The Journal of Consumer Research, 12(4), 432-445. [3] Bhargava, M., & Donthu, N. 1999. Sales response to outdoor advertising. Journal of Advertising Research, 39, 7-18. [4] Bottle, F. 1991. What Do People Do with Advertising? International Journal of Advertising, 10, 95-110. [5] Chandran. 2014. Forget China, this is the next big luxury market. Retrieved July 2016, from CNBC: http://www.cnbc.com

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[6] Ciochetto, L. (2004). Advertising and Globalization in India. Journal of Media Asia, 3, 157- 169. [7] Daniel A, S., Varki, S., & Christy, A. 2011. The Differential Effect of Ad Novelty and Message Usefulness On Brand Judgments. Journal of Advertising, 40(3), 5-17. [8] Campbell, C., & Pearson, E. 2018. “Strategies for Creating Successful Soundless Video Advertisements.” Journal of Advertising Research. doi:doi:10.2501/jar-2018-015 . [9] Fortenberry, J. L., & McGoldrick, P. J. 2019. “Do Billboard Advertisements Drive Customer Retention? .” [10] Journal of Advertising Research, JAR–2019–003. . doi:doi:10.2501/jar-2019-003. [11] Guido, G., Pichierri, M., Pino, G., & Nataraajan, R. 2018. “Effects of Face Images and Face Pareidolia on [12] Consumers’ Responses to Print Advertising.” Journal of Advertising Research. doi:doi:10.2501/jar-2018-030 . [13] Hornik, J., Ofir, C., & Rachamim, M. 2017. “Advertising Appeals, Moderators, And Impact on Persuasion” [14] Journal of Advertising Research 57 (3): 305-318. doi:doi:10.2501/jar-2017-017 . [15] Page, B., Anesbury, Z., Moshakis, S., & Grasby, A. 2017. “Measuring Audience Reach Of Outdoor [16] Advertisements.” Journal of Advertising Research . doi:doi:10.2501/jar-2017-057 . [17] Richard p, B., & Alvin j, S. (1983). Recall, recognition, and the measurement of memory for print advertisements. Spring, 2(2), 68-72. [18] Rick T, W., & Brian D, T. 2008. Airport Advertising Effectiveness. Journal of Advertising, 37(1), 59-72. [19] Rick T, W., & Brian D., T. 2011, September. Effects of Outdoor Advertising: Does Location Matter? University Psychology & Marketing, 28(9), 909-933. [20] Ronald, L. E., & William, M. P. 1980. The effects of advertisement structure, message sidedness, and performance test results on print advertisement informativeness. Journal of Adverisement, 9(3), 54-69. [21] Smith, S. M. (2016). Determining Sample Size: How to ensure you get the correct sample size. Retrieved January 23, 2017, from Qualtrics: http://www.qualtrics.com [22] Srivastava, R. (2010). Effectiveness of global advertisement on culture of India: An emerging market. International Journal of Emerging Markets, 4, 102-113. [23] Taflinger. (1996, Taflinger. R. F. 1996. A Definition of Advertising. [Online] Available: public.wsu.edu/~taflinge/addefine.html. [24] Taylor, R. C., George, R., & Hae-Kyong. 2006. Use and Effectiveness of Billboards. American Academy of Advertising, 35(4), 21-34. [25] Teichert, T., Hardeck, D., Liu, Y., & Trivedi, R. 2017. “How to Implement Informational and Emotional [26] Appeals in Print Advertisements.” Journal of Advertising Research . doi:doi:10.2501/jar-2017- 054 . [27] Kwon, E. S., King, K. W., Nyilasy, G., & Reid, L. N. 2018. “Impact of Media Context On Advertising [28] Memory.” Journal of Advertising Research . doi:doi:10.2501/jar-2018-016 .

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